The Mass Media and the Political Agenda
Mass Media = Linkage Institution Influence MASSES, not just elite Television, Radio, Newspaper, Magazine, Film, Books & Internet High-Tech Politics: A politics in which the behavior of citizens & policymakers & the political agenda itself are increasingly shaped by technology
Evolution of Mass Media Early 1800s each party had its own paper - problem? Objective vs. Partisan Journalism Until 30’s reporters presented their questions to the President & he returned them in writing FDR invented Media Politics- press conference
Evolution of Mass Media Up to the 1960s- reporters saw themselves as extensions of gov’t & didn’t even think to question what gov’t officials told them Personal Life OFF LIMITS - all changed with Vietnam & Watergate Broadcast Media brings gov’t into homes 1930s- Radio- WWII 1950/60s – TV- Vietnam
The Mass Media Today Effective communication through media is key to political success. Media Events: events purposely staged for the media that nonetheless look spontaneous. Image making and news management is important, especially for presidents. Impact on Voter Turnout?
Presidents who did it best... FDR “Fireside Chats” Kennedy 1 st Televised Press Conference st Televised Press Conference 1961 Reagan “Great Communicator”
TV Changed character of American Politics more than any other innovation - more accessible WATERGATEWATERGATE Focus on Image & Appearance- NOT Issues Nixon-Kennedy Debate 30 Seconds can Change everything Sound Bites & Commercials Daisy Willie HortonDaisyWillie Horton Immediate gov’t response - No filter of time – Public has become more dissatisfied with gov’t in the tv age
Radio & Newspapers Reaches more families than tv- but more people get their news from Tv Typically provides more analysis than Tv Talk Radio Circulation has declined “Yellow Journalism” Ny Times, Wasington Post, Chicago Tribune National vs. Local Regular Newspaper readers are better informed and more likely to vote More details & contrasting opinions than tv
Electronic Media impact of the internet Internet is purposive - people choose what to learn about 78% of Americans have internet access!! 61% of Americans say they get their news from internet > 182 million websites Since Americans are generally disinterested in politics, they will not necessarily use the Internet for political information. Blogs provide additional information about news stories - fact or opinion?? Drudge Report
Government Regulation of the Broadcast Media The Federal Communications Commission (FCC) regulates the use of airwaves in three ways: 1. Prevent near monopoly control of market 2. Reviews performance of stations 3. Issues fair treatment rules for politicians Right to Reply Fairness Doctrine - repealed 1987 Newspaper not regulated 1 st Amendment Rights Competition seen as a way to limit bias
Private Control of the Media Only a small number of TV stations are publicly owned in America. Media totally dependent on advertising revenues Chains: massive media conglomerates that account for over four-fifths of the nation’s daily newspaper circulation Also control broadcast media
Narrowcasting the Rise of Cable News media programming on cable TV or Internet focused on one topic & aimed at a particular audience Potential of cable to report on news as it happens & offer myriad choices resources are limited & stories are not substantive
Bias in the Media? TV Networks primary concern – PROFIT!! News vs. Entertainment Journalist Bias - personal, cultural, ideology Issue Framing affects public opinoin “Axis of Evil” “Hussein & Hitler”
Factors that limit media influence on public opinion We set up our own filters Selective exposure Selective perception News vs. Entertianment