Mass Media “the fourth branch”

Structure of Mass Media I.“Traditional” media. A. Newspapers: NY Times, Washington Post, Wall Street Journal. Declining circulation. B.Television: CBS, NBC, ABC -- decline of 3 major networks w/advent of greater competition from cable. C. Magazines: Time, Newsweek, US News and World Report. Declining circulation.

Structure of Mass Media II. The "new media.” A.Examples: the Internet, web logs (“blogs”), YouTube, CNN, Fox News, The O’Reilly Factor, Daily Show, Colbert Report, Rush Limbaugh and talk radio. B. Characteristics: 1. More interactive. 2.More emphasis on entertainment - - "infotainment." 3.Personalized. 4.Emotional. 5.Informal 6.Opinionated 7. Topical

THE MEDIA AND PUBLIC OPINION 1. Television "personalizes" candidates and elections. 2.Media stress “short-term elements” of elections at expense of long-term elements (e.g., party affiliation). 3.Those who "consume" media in turn influence others. 4.Media help set national agenda. 5.Rise of advocacy journalism/adversarial journalism rather than objective journalism. Journalists “comfort the afflicted and afflict the comfortable”

THE MEDIA AND PUBLIC OPINION 6. Studies show that journalists are more liberal than public as a whole. 7. Media are a primary linking mechanism between public and government 8. Profit motive  emphasis on boosting ratings  “trivialization” of news -> people less informed on important issues

Role of the Media I.Symbiotic relationship between government and the press: journalists need politicians to inform and entertain their audiences, and politicians need journalists for media exposure. II. Roles of media. A.Gatekeeper: influence which subjects are of national importance, i.e. help to set national agenda. B.Scorekeeper: keep track of, and help make, political reputations, e.g., importance attached to Iowa caucuses and New Hampshire primary. Emphasis on horse race element of elections at expense of issues. C.Watchdog: scrutinize people, places and events (e.g., Watergate, Iran-Contra). "Comfort the afflicted and afflict the comfortable."

Role of the Media D. Agenda setting  Most influential at the agenda-setting phase of the policy making process.  Issue framing: once an issue is on the national agenda, media provide context for understanding that issue  “Sameness” –related to coverage.  Media companies are businesses, where the main objective is to make money.  Provide forum for building candidate images.

EFFECTS OF THE MEDIA ON POLITICS I. Increase the role of campaign consultants. Instead of parties telling candidates what to say, media consultants report on findings of polls and focus groups and then tell candidates what to say. J.White House manipulation of media (use of television as “electronic throne”) through the White House Press Corps 1.Photo opportunities. 2. “Going public:” when the president takes his case directly to the people 3.Spin control. 4.Staged events.

Government Regulation  Prior Restraint- government can NOT limit what is published in the media. Media can be sued or prosecuted for libel or obscenity  Federal Communications Commission (FCC)-Government agency charged with regulating what is put in the air (ex: restrict commercials)  Telecommunications Act: allowed for media consolidation  Equal Time Rule: Station must make selling time available equally for both candidates  Right to Reply: if attacked candidates have the right to reply on the station  Fairness Doctrine: demonstrate both sides of an issue, abolished due to the limit of free ideas