1. Roles of the Media
4th Branch?

2. Essential Questions Identify the 3 roles of the media
Describe the concept of Horse Race Journalism
Analyze the effects of the People Holding the Media accountable
Explain the consequences of media’s influence in political campaigns

3. Media
This branch is not elected, but it is still held accountable by….
Ratings, Advertising, and Profits
Politically uncensored except…
Obscenity
FCC- Federal Communications Commission

4. Three Roles of the Media in Politics
Gate Keeper
Score Keeper
Watch Dog

5. Gatekeeper
Agenda Setting- The media brings attention to issues most Americans would never consider…

6. Scorekeeper
The tendency of the media to only report the winners and losers of a campaign, not the issues.
Horse-Race Journalism
If the Media is not reporting on the winners or losers, they are reporting on the Day to Day campaign activities

7. Watchdog
When the media checks on all levels of the government for corruption and ill intent.

8. It creates a FEEDING FRENZY
Too Much of a Watch Dog?
It creates a FEEDING FRENZY

9. Feeding Frenzy
When political scientist Larry Sabato published his book on the media’s role in campaigning, he gave a term to a phenomenon others had already seen: a feeding frenzy. The press en masse attacks a wounded politician whose record or more accurately, his character has been questioned. Every network and cable station participates, often without any real evidence to back up the rumor. Paradoxically, Bernstein in investigating Watergate set the stage for the recent feeding frenzies. Today, just the fear of being a media target may deter many qualified people from entering public service, Sabato notes.

10. Questions
Get in your trivia groups and discuss the following questions.
What are the consequences of the feeding frenzy for modern politics?
Does the feeding frenzy help or hurt the Country?
Should a candidate’s personal background(scandals) disqualify them from running for public office?

11. Telecommunications Act
1996 which deregulated whole segments of the media like local phone service, cable television, and more
Created our current media Structure…Where large corporations own MANY, MANY media outlets
Leads less diversity in the media. Same issues covered in every paper or on many television networks.

12. How Media Covers Politics
The President receives the most news coverage of any political figure
Hold news conferences to shape Public opinion and explain actions
Sound Bites- A short piece of a speech taken from a long interview or speech

13. Media’s Influence on Public
Create a Policy Agenda-Identifying a specific set of problems and offering a solution to these problems
Framing- The process in which a news organization will define a political issue
Michelle Obama’s quote
“for the first time in my adult life, I'm really proud of my country."
Leads to NARROWCASTING
Broadcasting to a specific group of people…
MSNBC- Liberal, Fox News-Conservative, and ESPN- Sports Fans

14. Decline of Traditional Media
Newspaper readership is on the decline
Television Watching is on the Decline
New Media---The Internet is on the RISE!!!!

15. Roles of New Media Access more information than ever from websites
Wiki Leaks
Create a more personal connection with candidates
Personal Websites, Facebook, and Twitter
Easier to raise money and support
Campaign Contributions and Grassroots

16. Pros and Cons Superficial Coverage of Policy Issues
Public has access to important information about candidates
Investigative reporting/Watch Dog
Superficial Coverage of Policy Issues
Influenced by Profit
Yellow Journalism
Focus more on Horserace and Candidates not issues

17. Politicians Use of the Media
Advertising
Negative and Positive
Debates
Campaign Contributions
Furthering their Message
Presidential and Congressional Websites
Creating personal connections