Chapter 10 POLITICS & THE MEDIA

Learning Objectives 1) Explain the role of the media in a democracy. 2) Summarize how television influences the conduct of political campaigns. 3) Explain why talk radio has been described as the “Wild West” of the media.

Learning Objectives 4) Describe types of media bias & explain how such bias affects the political process. 5) Indicate the extent to which the Internet is reshaping news & political campaigns.

Introduction Mass Media: –Communication channels such as Newspapers Radio Television broadcasts through which people can communicate to mass audiences.

Introduction Print Media: –Communication channels that consist of printed materials. ie. Newspapers & Magazines

Introduction Electronic Media: –Communication channels that involve electronic transmissions ie. Radio, Television, & Internet.

The Role of the Media in a Democracy The Agenda-Setting Function of the Media: –By helping to determine what people will talk & think about, –The media set the political agenda- the issues that politicians will address.

Medium & Message Medium Affects Message –Print Media v. News Media –Print media treats important issue in detail –News media too brief & “superficial”

Media Usage by Consumers, 1988 to Present Figure 10-1 pg. 225

Time Constraints Sound Bite: –A brief comment in televised news reporting, lasting for only a few seconds, –Captures a thought or a perspective & has an immediate impact on the viewers.

The Candidates & Television Political Advertising: –Advertising undertaken by or on behalf of a political candidate in order to –familiarize voters with the candidate, –& his or her views on campaign issues; – as well as advertising for or against policy issues. Extremely expensive

Political Ad Spending on Broadcast Television, Figure 10-2 pg. 228

The Candidates & Television Negative Political Advertising: –Political advertising undertaken for the purpose of discrediting an opposing candidate in the eyes of the voters. ie. Attack ads & issue ads

The Candidates & Television Attack Ads: –A negative political advertisement that attacks the character of an opposing candidate. Issue Ads: –A negative political advertisement that focuses on flaws in an opposing candidate’s position on a particular issue.

The Candidates & Television Television Debates –Around since 1960 – Provide opportunity for voters to find out how candidates differ on issues. –Allow candidates to capitalize on T.V.by improving their image, & point out the shortcomings of their opponents.

The Candidates & Television Managed New Coverage: –News coverage that is manipulated (managed) by a campaign manager or political consultant to gain media exposure for a political candidate. Staged Media Events

News Coverage Spin Doctor: –A political candidate’s press adviser –who tries to convince reporters to give a story or event concerning the candidate a particular “spin”. Spin: –A reporter’s slant on, or interpretation of, a particular event or action.

Talk Radio FDR “Fireside Chats” (1998) 200 talk-show radios (2009) 1,200 talk-show radios –# is on the rise Characterized as the Wild West of Media –Popular talk shows have conservative slant – Supporters of talk radio believe it is a good way to counter liberal bias in print & T.V.

Question of Media Bias Partisan Bias –Perception of media coverage is that they are liberal, majority of “news elite” are in fact liberal. However, coverage is balanced. Bias Against Losers –“Win-lose focus”

Question of Media Bias “Selection Bias” –Selection Bias & The Bottom Line “Worthy” journalism on the decline due to networks ownership by big business

Question of Media Bias A Changing News Culture: Hyperlocalism: narrowing the focus of news to the local area. Base appeal less on how they cover the news & more on what they cover Traditional journalism (fact-based) on decline, opinion, punditry, & citizen journalism (via internet) is on the rise.

Political News & Campaigns on the Web News Organizations online –Does not prove to be very beneficial for news companies seeking to increase readership & revenues. Blogs & the Emergence of Citizen Journalism –The Collection, analysis, & dissemination of information online by independent journalists, scholars, politicians, & the general citizenry.

Non-Traditional News Podcasting: –The distribution of audio or video files to a personal computer or a mobile device, such as an iPod. –On the rise due to ease & cheapness Political candidates are using both blogging & podcasting as part of their internet campaign strategy.

Cyberspace & Political Campaigns Online Fundraising –Effective, Inexpensive, & matched by federal funding (Donations in the amount of $25 & under) The Rise of the Internet Campaign –Web Managers, Web strategist, Bloggers, & podcasting campaign information to updates & inform supports.

Cyberspace & Political Campaigns Controlling the “Netroots” –Online activists who support the candidate –Allowing their support however balancing their sometimes extreme standpoints The Candidates’ 24/7 Exposure –Due to technology a candidate never knows when s/he will be videotaped, such an occurrence can either make or break a candidates’ campaign.