3-8: Introduction to the Mass Media

Big Idea: Civic Participation in a Representative Democracy Enduring Understanding: The various forms of media provide citizens with political information and influence the ways in which they participate politically. Learning Objective: Explain the media’s role as a linkage institution.

Overview Mass Media—means of communication that reaches widely dispersed audiences Purpose Entertainment Popular programs continued News Reports Historically partisan Today cynical The mass media emphasize entertainment. Popular programs are continued, while programs that receive low ratings are cancelled. American newspapers have reported political news since the late 18th century. For example, newspapers printed The Federalist Papers as part of their coverage of the debate over the ratification of the Constitution. Early newspapers were created and paid for by political parties. These partisan newspapers were typically circulated only among the business and political elites. There is no study that has ever conclusively demonstrated consistent ideological bias in news reporting, either in the stories news organizations choose to report or in the way they report them. Commercial concerns reinforce this trend towards objectivity. The events of the Vietnam War and the Watergate scandal soured the press on government. Today’s news reporters work in an environment of cynicism; the press sees ferreting out the truth as their job since they believe that politicians rarely tell the whole story. There is evidence that television’s fondness for investigative journalism has contributed to greater public cynicism and negativism about politics.

Overview Creation of Political Forums Roles of the Mass Media Media used to advance careers Media events—to draw attention to issues Roles of the Mass Media Gatekeeper Scorekeeper Watchdog Linkage Institution The president has direct access to the media and is thus able to use it to help set the policy agenda. A media event is staged primarily for the purpose of being covered so they can shape an image or draw attention to a particular issue. As a gatekeeper, the national press influences what subjects become national political issues and for how long. As a scorekeeper, the national press tracks political reputations and candidacies. It covers elections as though they are horse races rather than choices between policy alternatives; therefore, gaining momentum during campaigns, particularly primaries, is crucial. As a watchdog, the national press investigates personalities and exposes scandals. The mass media connect people to government officials by interviewing citizens, presenting poll results, and covering protests. The mass media connect government officials to the public by interviewing political leaders and reporting on government committees and programs.

Effect of Technology on the News Print Media Newspapers Steady decline 1960—50% Today— below 20% Magazines Sharp decline Newspaper circulation rates have steadily declined as a result of competition from television and the Internet. Newspaper readers tend to be the most politically informed and active citizens as they can carefully review the information.

Effect of Technology on the News Broadcast Media Radio Dominance by conservatives Television 1960 election Broadcasting vs. narrowcasting Role of cable news 24 hour news networks Sound bites Internet No guarantees to accuracy Television has enabled us to see national and international events as they happen. This became evident during the Vietnam War, when what government leaders were telling American citizens and what we saw did not align, leading to public distrust of the government. The three major networks—NBC, CBS, and ABC—have historically dominated political coverage with their nightly news programs and news specials. However, the networks are experiencing a steady decline of viewership as more and more people turn to cable news and the Internet. Most early news networks were called broadcast because the messages were sent to a broad audience. Today, many cable shows exercise narrowcasting where topics are directed at a particular audience. The brevity of sound bites and short clips creates problems for officials and candidates in clearly conveying their messages.

Effect of Technology on the News Social Media Increasingly large role in news presentation and consumption Allows direct conversations between the media, citizens, and political leaders Consumer-created content Organized political rallies Television has enabled us to see national and international events as they happen. This became evident during the Vietnam War, when what government leaders were telling American citizens and what we saw did not align, leading to public distrust of the government. The three major networks—NBC, CBS, and ABC—have historically dominated political coverage with their nightly news programs and news specials. However, the networks are experiencing a steady decline of viewership as more and more people turn to cable news and the Internet. Most early news networks were called broadcast because the messages were sent to a broad audience. Today, many cable shows exercise narrowcasting where topics are directed at a particular audience. The brevity of sound bites and short clips creates problems for officials and candidates in clearly conveying their messages.