The Mass Media and the Political Agenda Copyright © 2009 Pearson Education, Inc. Publishing as Longman.
Introduction Mass Media: High-Tech Politics: Television, radio, newspapers, magazines, the Internet and other means of popular communication High-Tech Politics: A politics in which the behavior of citizens and policymakers and the political agenda itself are increasingly shaped by technology
Functions Entertainment News reports Watchdog – “Fourth Branch” of government Agenda setting Issues that the media does and does not focus on Creation of political forums Politicians use media to make announcements or encourage citizens to focus on certain issues
The Mass Media Today Effective communication through media is key to political success. Media Events: events purposely staged for the media Media events can be staged by almost anybody. Easier to propagate message
The Development of Media Politics The news media wasn’t always so important (daily press did not exist until mid-1800s) Press Conferences: meetings of public officials with reporters. 1933-1945: Franklin Roosevelt held over 1,000 Press never revealed FDR was in a wheelchair Press and president: Cozy relationship until the 1960s Press Conferences: Herbert Hoover had reporters submit their questions by writing and he would respond back. He said that “The president of the US will not stand and be questioned like a chicken thief by men whose names he does not even know.
The Development of Media Politics Investigative Journalism: the use of in-depth reporting to unearth scandals, schemes, etc. After Watergate scandal: More cynicism in media Less trust in the government Coverage of presidential candidates has become less favorable. Focus from policy statements to campaign/political controversies. Reporter saw women coming and going to President Kennedy’s suite. He told his editor (of the NYT) who replied, “you’re supposed to report on political and diplomatic policies, not girlfriends. No story.”
The Development of Media Politics The Print Media Newspapers and magazines “Yellow journalism”: a sensational style of reporting Pecking order among newspapers New York Times has largest impact Newspaper readers more likely to vote and be better informed.
Newspaper Circulation
The Development of Media Politics The Broadcast Media Television and radio Brought government and politics into peoples’ homes. Vietnam War Politicians’ appearances and mannerisms more important. Kennedy-Nixon presidential debate
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
The Development of Media Politics Private Control of the Media Only a small number of TV stations are publicly owned in America. Chains: massive media conglomerates that account for over four-fifths of the nation’s daily newspaper circulation
Media and Political Campaigns Advertising - Negative attack ads News Coverage - media offers a free opportunity to spread message Accountability of Candidate Claims – Websites like FactChecker.org and PolitiFact.com evaluate candidate’s claims Presidential Debates - Give public an opportunity to see both candidates together
The News and Public Opinion Television news can affect what people think is important. Agenda-setting effect The media influence the criteria by which the public evaluates political leaders.