The Mass Media Chapter 8.3

Media A medium is a means of communication A medium is a means of communication Media is the plural of medium Media is the plural of medium Medium Media

Media Sources Major sources: television, newspaper, radio, magazines, and Internet Major sources: television, newspaper, radio, magazines, and Internet Lesser sources: books and films Lesser sources: books and films

press.org/report/?pageid=834 The Media The media does not exist with the goal of influencing politics but it does nonetheless. The media does not exist with the goal of influencing politics but it does nonetheless. Most people get their political information from the media. Most people get their political information from the media.

“…were it left to me to decide whether we should have a government without newspapers or newspapers without government, I should not hesitate a moment to prefer the later.” – Thomas Jefferson, January 16, 1787

Television Television overtook newspapers as the main source of political information in the 1960’s Television overtook newspapers as the main source of political information in the 1960’s Now television is the principal source of news of about 80 percent of the U.S. population Now television is the principal source of news of about 80 percent of the U.S. population

Newspapers About 45 percent of adults read the newspaper everyday. About 45 percent of adults read the newspaper everyday. Most newspapers cover stories in greater depth than television does and try to represent more viewpoints. Most newspapers cover stories in greater depth than television does and try to represent more viewpoints. The number of daily newspapers has been declining for decades. The number of daily newspapers has been declining for decades.

Radio In the 1930’s radio exposed people to even more national and international news In the 1930’s radio exposed people to even more national and international news President Franklin Roosevelt was the first major public figure to use radio effectively President Franklin Roosevelt was the first major public figure to use radio effectively

Radio Many thought the television would replace the radio Many thought the television would replace the radio However, the radio is still popular because it is convenient However, the radio is still popular because it is convenient Talk radio has become an important source of political comment Talk radio has become an important source of political comment

Magazines Magazines have been published in the United States since colonial times Magazines have been published in the United States since colonial times Current examples: Time, Newsweek, US News & World Report Current examples: Time, Newsweek, US News & World Report

Media and Politics Public agenda – the societal problems that the nation’s political leaders and the general public agree need government attention Public agenda – the societal problems that the nation’s political leaders and the general public agree need government attention The media have the power to focus the public’s attention on particular issues The media have the power to focus the public’s attention on particular issues

Electoral Politics Candidates can appeal directly to voters through the media Candidates can appeal directly to voters through the media Voters are heavily influenced by their perceptions of candidates Voters are heavily influenced by their perceptions of candidates

Sound Bites Newscasts featuring candidates are usually short, snappy reports that can be aired in 30 or 45 seconds Newscasts featuring candidates are usually short, snappy reports that can be aired in 30 or 45 seconds These sound bites typically lack substance about the issues These sound bites typically lack substance about the issues

Pew Research Center 2007 Limits of Media Influence Studies on voting behavior show that only 15 percent of people that vote are well informed on the many candidates and issues Studies on voting behavior show that only 15 percent of people that vote are well informed on the many candidates and issues

Limits of Media Influence People often take in news that agrees with opinions they already hold People often take in news that agrees with opinions they already hold The media really only “skims” important news and much of the news is nonpolitical The media really only “skims” important news and much of the news is nonpolitical Good, in depth information is out there, but citizens have to work to get it Good, in depth information is out there, but citizens have to work to get it

More Interesting Graphs