1. AP Government: Mass Media and the Political Agenda

2. mass media: means of communication such as TV, radio, newspaper, Internet, blogging, etc. The Founders anticipated they would speak the truth and keep our democracy on track. Remember: media focus determines what public thinks about.

3. Mass Media Today
“High-tech” politics is behavior in which citizens, policy makers, and political agenda itself is shaped by technology.

4. Who determines what the media can report and what they can not report?
How much can they let the American public know?

5. Overview: Eras of the Media
party press (media controlled by parties): controlled by political parties and extremely partisan; competition among small groups of notables and president, nominated by state legislatures
mass-circulation newspapers and publications: emergence of mass politics, national conventions
national magazines (Time, Newsweek, People): response to yellow journalism, interest groups, and reduction of power of political parties
electronic journalism (Internet): allowed presidential candidates to gain personal followings

6. Development of Mass Media
In printed media (newspapers), reporters submitted questions to the president in writing and he answered back in writing. Franklin Roosevelt ( ) was the first president to use the media effectively, giving reporters two press conferences each week and having “fireside” chats with the public over the radio.

7. Watergate and the Vietnam War soured the press on politicians, and even today, the press works in an environment of cynicism, trying to find out the truth from politicians who rarely tell it.
**This has led to “investigative journalism” that often pits reporters against politicians as they use detective-type skills to try to unearth scandals.

8. Origins of the Printed Media: Newspapers
Telegraph
Formal papers all use sensationalism (“if it bleeds it leads”).
It led to major papers: NY Times, Wash Post, Chicago Tribune, USA Today, Christian Science Monitor, Wall Street Journal.

9. Magazines
Magazines developed out of the need for “yellow” journalism—the need for “real” news that focused on violence and corruption with regard for the truth.
Time, Newsweek, The Nation, Harpers, and Atlantic Monthly are read mostly by educated elite.
Now, they’re more into entertainment, sports, sex, and personalities/ lifestyles.

10. “Newsweekly” examples:
Newsweek, Time
(publications that come out weekly)

11. Broadcast Media
Transmissions intended for reception by the general public
Newspapers, television, radio
Televising to a “broad” audience

12. The first televised presidential debate was the 1960 Nixon-Kennedy debate.
The poll results illustrated the power of the television in American politics; people listening to the radio gave the edge to Nixon, and those who saw it on television thought Kennedy won.

13. Federal Communications Commission, 1934
Regulates broadcasts
Requires licenses
Limits the number of stations owned by one company
Conducts periodic examinations of the goals and performance of stations

14. “Equal Time Rule” stipulates that if a station sells advertising to one candidate, it must be willing to sell equal time to other candidates running for the same office.
FCC can limit obscenity/speech and can issue fines at $500,000 (up from $27,000) after reactions to Janet Jackson, moral voting, etc.

15. Narrowcast Media
Include CNN, Fox Headline News, MSNBC, cable shows Bring news to the people “as it happens” Lack deep news value and in-depth reporting Narrowcasting (stations that target narrow audiences) has replaced broadcasting to “broad” audiences. Young adults are LEAST likely to use newspapers and broadcast media and are MORE likely to use narrowcast media.

16. Electronic Media: Is This Broadcast Media or Narrowcast Media?
Computers, cell phones, and other devices that connect to the world wide web
New media communicates via online communities, Internet videos, podcasts, and social media websites.
Instant news is on demand.

17. Understanding the Mass Media
Media is a KEY LINKAGE INSTITUTION between the people and the policy makers Its watchdog function helps to keep the government small/honest. The presidency is increasing with media coverage as one person is easier to cover than 535 representatives and senators. The rise of an “information society” has not brought about an “informed society” as media is superficial about important policy issues. (“If it does not bleed, it does not lead.”)

18. Functions Provided by the Media for Politicians
Gatekeeper: The media influences what issues get on the political agenda, the critical step in gaining political action, and draws attention to the “hot topics” and acts as filter.
Scorekeeper: The media help citizens to decide who wins and who loses (HORSE-RACE COVERAGE).
Watchdog: The media brings to the public’s attention the misdeeds of politicians, candidates, parties, and government. Its investigative role helps to keep the political system honest, and it helps shape public opinion or reinforce it.

19. Finding the News
Freedom of the media has lead to a variety of consequences and developments.
Pack journalism means that media run in packs, chasing the same stories and to “get ahead” of everyone else.

20. Stories are fed to reporters in the form of “trial balloons”—information leaked to see what the political reaction will be—by candidate teams.

21. Presenting the News
Using 30-second sound bites makes it hard to cover big events completely, cover only a small portion of a story, and can lead to misrepresentation.
Scott Pelley anchors CBS Nightly News

22. Recent Studies on Media
Has more breadth, less depth
Confuses voters as parties jam more and more issues in political ad

23. Political Advertisements
Negative advertising grew from 11% in 1960 to 43% in 2001.
Ads are shorter and more negative and include attacks on another candidate’s character.
Negative ads are becoming more popular because candidates like to run a “positive and negative track” to try to decrease turnout as long as they win a plurality from those who do show up.

24. Private Control of Media
Journalism has long been a big business in the US. It is independent when it comes to journalists’ content, but it is dependent on advertising revenues to keep their business going. Major metropolitan newspapers are owned by chains.

25. Does the media have TOO MUCH influence on public opinion?
What are the benefits and drawbacks to the increasing influence of mass media?

27. Underline the words you do not understand.
Circle the action verbs.
How many points do you think the parts of this FRQ is worth?
In the 1990s presidential election campaigns have become more candidate centered and less focused on issues and party labels. This change has been attributed both to how the media cover presidential campaigns and to how candidates use the media
a. Identify and explain two ways in which the media have contributed to candidate-centered presidential campaigns.
b. Identify and explain two ways in which presidential candidates’ use of the media has contributed to candidate-centered campaigns.
Total Points: ______

28. Mass Media Total Points = 8
Part A: 4 points possible
1 point for identifying and 1 point for explaining EACH way media has contributed to a candidate-centered presidential campaign
Possible answers include the following:
Two ways in which the media have contributed to candidate-centered presidential campaigns **Must be some linkage to candidate-centered campaigns** are
coverage of a candidate’s background.
image-centered coverage personality.
talk shows and TV debates.
horserace coverage.
candidate sound bites.
investigating reporting/scandals.
**Must link back to questions and explain how presidential election campaigns have become more candidate centered and less focused on issues and party labels to get full points.

29. Part B: 4 Points
1 point for identifying and 1 point for explaining EACH way presidential candidates use the media has contributed
Possible answers include the following:
Creating negative commercials/mudslinging
Seeking contributions
Leaking information
Building image
Using the Internet to disseminate information
Using sound bites
**Must link back to questions and explain how presidential election campaigns have become more candidate centered and less focused on issues and party labels to get full points.