The Mass Media and the Political Agenda Government in America: People, Politics, and Policy Thirteenth AP* Edition Edwards/Wattenberg/Lineberry Chapter 7 The Mass Media and the Political Agenda Pearson Education, Inc., Longman © 2008

Bellringer 3/8 Media events are A. spontaneous occurrences such as train wrecks or assassinations that we normally think of as news B. monopolized by political events C. purposely staged events held in front of the media D. spontaneous events used to enhance image E. ineffective when used by political radicals

Pearson Education, Inc., Longman © 2008 Introduction The behavior of citizens and policymakers are more frequently shaped by technology. Mass Media: Television, radio, newspapers, magazines, the Internet and other means of popular communication Media politics include Rise of modern media Making of the news Biases on the news Impact of media Pearson Education, Inc., Longman © 2008

Pearson Education, Inc., Longman © 2008 The Mass Media Today Effective communication through media is critical to political success. Media Events: events purposely staged for the media that nonetheless look spontaneous Media events can be staged by almost anybody. 60% presidential campaign spending is TV ads Two-thirds is negative. http://www.livingroomcandidate.org Image making and news management is important Image seen as indicators of power Pearson Education, Inc., Longman © 2008

The Development of Media Politics Introduction There was virtually no daily press when the Constitution was written. Press Conferences: meetings of public officials with reporters Franklin Roosevelt promised reporters two press conferences a week resulting in over 1,000 White House Press Secretary: acts as spokesperson for the US government and provides information in daily press briefings. https://www.youtube.com/watch?v=v4pKUeiQf6k Pearson Education, Inc., Longman © 2008

The Development of Media Politics Introduction The cozy relationship between politicians and press lasted through the early 1960s. Vietnam and Watergate soured the press on government Focus became finding out the truth Freedom of Information Act http://www.foia.gov/how-to.html Investigative Journalism: the use of in-depth reporting to unearth scandals, scams & schemes putting reporters & politicians opposite each other “Watch dog” journalism – bark when problem is detected Shield laws protect journalists from having to reveal their source There is no federal shield law http://www.cc.com/video-clips/4d109s/the-daily-show-with-jon-stewart-investigating-investigative-journalism Pearson Education, Inc., Longman © 2008

The Development of Media Politics Introduction Coverage of presidential candidates has become less favorable. Presidents more media attention than Congress More negative media coverage of presidential candidates includes Analysis of political maneuvering and the horse race Focus on campaign controversies Is this coverage in the best interest of the people? Press: public able to have a complete, accurate look at candidates Opponents: overemphasize controversial aspects at the expense of major issues Pearson Education, Inc., Longman © 2008

The Development of Media Politics The Print Media Newspapers and magazines “Yellow journalism”: a sensational style of reporting characterized newspapers at the turn of the century Newspaper and newsweekly circulation has declined Pearson Education, Inc., Longman © 2008

Pearson Education, Inc., Longman © 2008

Pearson Education, Inc., Longman © 2008

Pearson Education, Inc., Longman © 2008

The Development of Media Politics The Broadcast Media Television and radio 1930s radio usage; FDR first president to use radio 1950s beginnings of American television Brought government and politics into peoples’ homes Vietnam War – TV brought “horror of war” Politicians’ appearance and mannerisms more important Nixon Kennedy Debate Decline in network anchors being trusted and influential as cable and the internet surpass nightly news Trump

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The Development of Media Politics From Broadcasting to Narrowcasting Narrowcasting: media programming on cable TV or Internet that is focused on one topic and aimed at a particular audience Television can bring the news to the people as it happens Tower The potential of cable news is often not realized in practice. Little substantive news covered Transition reduced the quality political journalism Pearson Education, Inc., Longman © 2008

The Development of Media Politics The Impact of the Internet Potential to inform Americans about politics Internet is purposive—people choose what to learn about Internet facilitates more communication Journalists, politicians, interest groups can easily communicate with the public Means of challenging and supplementing media stories http://www.factcheck.org http://www.opensecrets.org Ability to post additional information Pearson Education, Inc., Longman © 2008

Pearson Education, Inc., Longman © 2008

Pearson Education, Inc., Longman © 2008

Pearson Education, Inc., Longman © 2008

The Development of Media Politics Government Regulation of Broadcast Media The Federal Communications Commission (FCC) regulates the use of airwaves Prevent near monopoly control of market Reviews performance of stations Rules for political campaigns Equal time rule; Right-of-reply; Fairness doctrine Pearson Education, Inc., Longman © 2008

The Development of Media Politics Private Control of the Media The control of virtually all media is in private hands. Major newspapers are owned mostly by chains Chains: Newspapers published by massive media conglomerates that account for almost three-quarters of the nation's daily circulation; often control broadcast media as well Major TV networks bought by giant corporations About 6 companies control 90% of the media Media are totally dependent on advertising revenues. Private ownership means getting the biggest audience

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Pearson Education, Inc., Longman © 2008 Assignment Read the article “How the Mass Media Divides Us” and answer the questions in paragraph form 1. Mutz makes the argument that television has increased political polarization, Do you agree or disagree and use evidence from the text to support your answer. 2. Provide a recent example of where you have seen political polarization displayed through the media. Pearson Education, Inc., Longman © 2008

Bellringer 3/9 Which of the following describes a consequences of the growing concentration of ownership of the news media? A. Newspaper prices have gone down B. Coverage of political events has gotten more liberal over time C. Prices for televised campaign ads have gone down D. Candidates get more free airtime E. There is increased similarity of network news coverage

Pearson Education, Inc., Longman © 2008 Reporting the News News is what is timely and different. Millions of new and different events happen every day; journalists must decide which of them are newsworthy. The quest for profits shape how define what is newsworthy, where they get their information, and how they present it. Scream Sick Pearson Education, Inc., Longman © 2008

Reporting the News Finding the News News stories come from well-established sources. Beats: specific locations where news frequently occurs, such as Congress or the White House Reporters and their sources depend on each other; one for stories, the other to get them out. Trial Balloons: an intentional news leak to see what political reaction will be When reports feel their access is being hindered complaints of censorship become widespread. Embedded

Pearson Education, Inc., Longman © 2008 Reporting the News Presenting the News News shows are tailored to a fairly low level of audience sophistication Superficial describes most news coverage today. Do not want to bore or confuse viewers; headline service Skimpy coverage of political events Entertain the average viewer With greater, faster technology news coverage has become less thorough Sound Bites: a portion of speech aired on TV for fifteen seconds or less Major TV networks devote less time to covering political candidates. Pearson Education, Inc., Longman © 2008

Pearson Education, Inc., Longman © 2008 Reporting the News Bias in the News Generally not very biased toward a particular ideology Most reporters believe in journalistic objectivity Want to attract a large viewing audience “Liberal media” is because how see the world News reporting is biased towards what will draw the largest audience; good pictures and negative reporting Talking heads, a shot of person’s face talking directly to the camera, is considered boring. Pearson Education, Inc., Longman © 2008

Pearson Education, Inc., Longman © 2008 Reporting the News Bias in the News Wag the dog Accessory becomes operative force Spin NY Times v. Sullivan: Reckless disregard/malicious standard for libel regarding political figures Canned News Press release prepared for reporters Loaded language words that imply a value judgment, used to persuade a reader without having made a serious argument https://www.youtube.com/watch?v=eHDDQVZ-A98 Pearson Education, Inc., Longman © 2008

The News and Public Opinion Television news can affect what people think is important. Effects difficult because hard to separate from other influences and measure singular effect Television does serve an agenda setting role and can alter priorities of Americans. Raising awareness, providing information, drawing attention, showing consequences, and getting the attention of the public and policymakers. Influence the criteria by which the public evaluates political leaders. Pearson Education, Inc., Longman © 2008

Understanding the Mass Media The Media and the Scope of Government Media as watchdog restricts politicians Reformist If media identify a problem, force government to address it, which expands the scope of government. Pearson Education, Inc., Longman © 2008

Understanding the Mass Media Individualism and the Media Candidates run on their own by appealing to people on television Easier to focus on one person like the president President has a single voice and represents the whole nation Democracy and the Media “Information is the fuel of democracy.” But news provides more entertainment than information; it is superficial. Pearson Education, Inc., Longman © 2008

Pearson Education, Inc., Longman © 2008 Summary Media shape public opinion on political issues and influence policy agenda. Broadcast media have replaced print media over time. Narrowcasting and the Internet are further shifting media. Seeking profits, media are biased in favor of stories with high drama. Pearson Education, Inc., Longman © 2008