Mass Media Tools Mass Media

How does the media link people to the government? Linkage Institutions Mass Media How does the media link people to the government?

Media Events Mass Media

These are staged events – they exist for the media coverage Mass Media Media Events Media Events Politicians hold some type of event JUST to get it covered by the media These are staged events – they exist for the media coverage 100 The purpose is to gain positive media attention for the public official Media outlets cover these often because they are easy. They can prepare for the event instead of respond to it.

Press Conference Mass Media

Mass Media Press Conference Press Conference Public officials invite reporters to a meeting where they can ask questions The press covers these events because they get ACCESS to the candidates The public official uses this to deal with issues efficiently – basically do several interviews at once.

Mass Media Press Conference White House Daily Briefing A daily press conference every morning at the White House This is usually handled by the “Press Secretary” who speaks to the press on behalf of the president. This provides the media with an important opportunity every day to directly ask questions of the president’s administration This is one of the main ways the president regularly communicates with the mass media

Narrowcasting Mass Media

Mass Media Narrowcasting Narrowcasting Tactic of media outlets to try to appeal to a very specific segment of the public Instead of trying to get the largest audience possible, they focus on getting the attention of everyone in their targeted group This is mostly a profit seeking strategy. Media outlets are better able to sell advertisements because they can describe exactly who their audience is

Sound Bites Mass Media

A short clip of a politician’s speech shown on a news program Mass Media Sound Bites Sound Bites A short clip of a politician’s speech shown on a news program Over time, the length of sound bites has gotten shorter and shorter to keep the attention of viewers These can often be taken out of context and the viewers don’t have a real idea of what the politician was talking about the politician would prefer that more of their speech be shown, so the voters will get their message.

Trial Balloons Mass Media

Mass Media Trial Balloon Trial Balloon These are intentional leaks from policy makers or politicians They want to be able to measure the public opinion based on the leak The policy maker will then make their decision based on what they learned from the reaction to the leak. Most likely to notice these during the “invisible primary” when people are considering a run for president.

Talking Head Mass Media

People who routinely serve as talking heads are often called “pundits” Mass Media Talking Head Talking Head A camera shot of a person’s face who is just speaking directly to the camera Media outlets are using these more and more because they are cheaper than producing actual news stories People who routinely serve as talking heads are often called “pundits” These people are most often giving their opinion about the news. They will talk more about reaction or strategy than facts of the events.

Bigly Ideas Beliefs & Behaviors

Mass Media Wrap Up Media Vocab Focus on these things: