1. The Mass Media and the Political Agenda

2. Mass Media Which position do you take? Why?
Def: any of the means of communication, as television or newspapers, that reach very large numbers of people.
OLD- Papers, magazines, TV, Radio
NEW- Internet-Facebook, Twitter, Reddit, blogs
Media is sometimes referred to as the 4th branch of the government because its role is to serve as the watchdog…watching over those who we elect to oversee our national and local governments on behalf of those they serve, the citizens.
However, some people believe that not all media is objective and, in some cases, show bias in reporting by either not covering something it doesn’t want the public to know or covering something in perhaps much greater detail than might be necessary.
Which position do you take? Why?

3. Basic Vocabulary
Media Events - events that are staged by a political candidate primarily for the purpose of being covered—are often scripted and limited in what they will report.
Sound Bites – Very short sound clips used on TV to convey the message of an entire speech.
Horse-Race Journalism – focus is on polling data and public perception rather than candidate policies.
Advertising – Candidates rely heavily on media advertising in order to persuade the public for their vote. The amount of money spend on advertising in the 2012 presidential election exceeded $7,000,000,000 which was a record.
Media Conglomeration – The merging of media outlet and or media resources that narrows the options of viewpoints on news items or issues.

5. Mass Media Q: How much would we know about the world if it
-Media is a KEY LINKAGE INSTITUTION between the people and policymakers
Brings political information to the public on a daily basis
-Television, radio, magazines, books, Internet, etc.
Media has a profound effect on public policy because most people rely on the information from the media to make their choices in an election
So, if the media chooses
not to cover something, then
most people will never get
that information
Q: How much would we know about the world if it
wasn’t for the media?

6. Sources of media Print media -Newspapers -Magazines Broadcast Media
-Television
-Radio (Public Broadcast System & Talk Radio)
Internet (New Media)
-Blogs & Podcasts
-Social Media (Twitter, Facebook, Instagram)

7. Which One Of The Following Is Your Main Source Of Political News And Information?
63% Television            44% Internet              32% Newspaper            23% Radio                 15% Talking with others     7% Social Media            6% Don’t follow             1% Other                    2% Undecided 

8. Answer the following questions using the graph above
Source: Taras Bugir, “Technology Creates Media Businesses”,
Answer the following questions using the graph above
What media source was popular during the founding of the U.S.?
What media sources are the most popular today?
Why do you think print media is in demise?

9. Role of a Free Press in a Democracy
The cornerstone of our democracy is the unique privilege and responsibility of every citizen to be engaged through voting, public offices, representation in Congress and myriad other ways.
For a society to be responsible and powerful, it must be informed.
Our free press, protected by the first constitutional amendment, plays a critical role in ensuring that every American has constant access to important and trustworthy news. The press serves as the public’s independent watchdog, charged with keeping governments, businesses and other organizations in check.

10. Role of a Free Press in a Democracy
Three essential roles: 1. Serves as a “watchdog” over government 2. Sets the public agenda 3. Supports the free exchange of ideas, information, and opinions

11. Watchdog Function
- Watches the government and makes sure that the government is serving the public’s interest and conveys their findings back to the people

12. Sets the public agenda
Most people rely on the media for all or most of their information regarding politics
Whatever the media chooses to talk about is the information that people receive (Agenda Setting)
If the media chooses not to talk about it, then people are generally uninformed about the issue (Agenda Cutting)
If people are uninformed about the issue then it will not be a priority in the legislative arena

13. The Media’s Agenda Setting Function
5. Framing
Media provide a focus and environment for reporting a story, influencing how audiences will understand or evaluate it.
Use of metaphor, spin, story telling, jargon, word choice.
Framing is an exercise in power (who tells the story first) and persuasion (manipulation of audiences).
Example:
The media may report that a political candidate has extreme views on an issue, that a budget proposal is harmful to a particular group.
The media present a frame through which the story is interpreted by audiences.
It also sets the baseline for future reporting on the issue.

14. The Media’s Agenda-Setting Function
Priming
Media provide a context for public discussion of an issue
Set the stage for audience understanding.
The amount of time devoted to an issue make an audience alert to particular themes.
Example:
Media reporting may be very strong leading up to an event like the Olympics, making it almost impossible for audiences to ignore the event.
Aggressive reporting creates an audience of people temporarily interested in the sport
However, prior to the reporting many were not sports fans.

15. Supports Free Exchange Of Ideas & Opinions
Freedom of the press is essential in a democracy in order to share ideas about how the government should operate and what agenda the government should pursue.
“A press that is free to investigate and criticize the government is absolutely essential in a nation that practices self-government and is therefore dependent on an educated and enlightened citizenry.” –Thomas Jefferson

16. ”The basis of our governments being the opinion of the people, the very first object should be to keep that right; and were it left to me to decide whether we should have a government without newspapers or newspapers without a government, I should not hesitate a moment to prefer the latter.” -Jefferson

17. Role of a Free Press in a Democracy
However, we know that news organizations and the government itself comprise only a piece of the equation. To have a strong democracy and educated citizenry, it is up to you to take advantage of your opportunities to be engaged. It is up to you to stay informed by reading newspapers, visiting their websites or accessing their news apps, and up to you to show up at the polls.

18. vii. Politicians Influence the Media
Staging
-Press invited (i.e. press conference)
-Allows the candidate to control what is said
Spinning
-Granting interviews either “on-the-record” or “off-the-record”
-Allows candidate to persuade the public to perceive the issue in a certain way which helps the candidate
Leaking
-An unofficial release of confidential information to the media.
(Why? Expose corruption, stir up support, spin the way an event is covered or gain favor with reporters)

19. VIII. Media and Elections: A.) Debates
1960: First Televised Debate
1984: Reagan’s Age
"I will not make age an issue in this campaign. I am not going to exploit, for political purposes, my opponent's youth and inexperience."
“You’re no Jack Kennedy”
Death Penalty
1992 – What time is it?
Gore (sighing)

20. B. Media and Elections: Conventions
In the past, party conventions were much more important
Today, they are media events
Nothing new happens
Scripted events, speeches
Today, conventions usually give candidates a positive bump in the “horserace”
These bumps are short-lived

21. Media and Elections: Ads
Political advertising: positive vs. negative
Positive advertising
Seek to define yourself before your opponent does it for you
Negative advertising
Does it work?
Yes  Voters remember negative ads longer than positive ads
Negative ads provide information to voters
It’s Morning Again in America

22. Government Regulation of Broadcast Media
Print media has fewer regulations than electronic media.
1st Amendment protects forbids the government from prior restraint  cannot limit speech/publications before they actually occur.
Libel or obscenity only charges the gov’t can bring.
Confidentiality of sources is a difficult issue
Journalists value right to keep sources secret
The Supreme Court has allowed the government to force reporters to divulge information in criminal investigations.

23. Government Regulation of Broadcast Media
C. Electronic media is placed under much
more scrutiny.
D. The Federal Communications Commission
(FCC) regulates electronic media in four ways:
Issues licenses to radio and television stations
Prevents near monopoly control of the market
Reviews performance of stations
Issues fair treatment rules for politicians
Fairness doctrine
Equal Time Rule

24. Government Regulation of Broadcast Media
Recent movement to deregulate the airwaves
Competition should dictate how each station defines and serves the needs of the American people.
Telecommunications Act of 1996
1 company may own up to 45% of media in a market.
Companies can own newspapers and TV stations in a market.
Radio companies can own up to 8 stations in a market and unlimited amounts nationally.

25. Media Bias
Many Americans believe the media has a conservative or liberal bias
-Nevertheless, most professional journalists strive to be fair and unbiased in their reporting
Media bias may be . . .
-a reflection of how news organizations work as a business
-make choices (impact, conflict, novelty and familiarity) about stories to cover to attract and hold viewers
Media Conglomeration:

26. Media Conglomeration
1. the merging or reduction of media outlets due to economies of scale or other reasons - lessens the number of perspectives on a news story or issue Is this dangerous for democracy?

27. Understanding the Mass Media
-Rise of “information society” has not brought about an “informed society” as media is superficial about important policy issues.
John Stewart on CNN Crossfire
End Video at 6:04

28. Class Discussion: Do you agree with John Stewart that the media is not doing their job, or do you believe that the media is doing a good job of informing the public about political events that affect them. Why do you feel this way?
What are the benefits and drawbacks to the increasing influence of mass media?

29. References
Information Provided By: George C. Edwards, Robert L. Lineberry, & Martin P. Wattenberg. Government in America: People, Politics, and Policy. New York: Longman, Images Provided By: John Stewart Video: