1. Linkage Institution
The media links citizens with government, along with political parties, interest groups, and elections.

2. The Mass Media and the Political Agenda
Chapter 7

3. The Media Today Increased media choices
Ideologically-oriented programming
Consumer-driven media outlets
Uncertainty over the credibility of news sources and information
Fake news stories

4. How Candidates Use the Media
Media Event- Events purposely staged for the media that look spontaneous.
60% of campaign spending is for T.V. ads
2/3 of those ads are negative

5. Negative Campaign Ads

6. Investigative Journalism
-Use of in-depth reporting to unearth scandals, scams and schemes
Watergate is an example
-Contributes to a negative view of government and politics
The media serves as a watchdog, which may restrain government

7. Broadcast Media Television (not cable or satellite) and radio
Brought government and politics into people’s homes
Made the politicians more aware of their appearance (Kennedy/Nixon debate)
Generally the top source of news for most Americans, and most believable

8. Superficial Coverage of Political News
Sound Bites: Short video clips of approximately 15 seconds or less.
Figure 7.2

9. Reporting the News Bias in the News
Some outlets are ideologically biased to the right or left
Structural bias occurs when stories are chosen to attract the largest audience.
“If it bleeds, it leads.”

10. Reporting the News .
Media is in search of unusual stories that will excite, rather than the sophisticated story.

11. Finding the News
Beat- Specific locations from which news emanates, such as Congress or the White House.
Trial Balloons- An intentional news leak for the purpose of assessing the political reaction.

12. The News and Public Opinion
Television news can affect what people think is important.
Some policies can be made more important, others less important, depending on coverage.

13. The Media’s Agenda-Setting Function
Policy Agenda:
The issues that attract the serious attention of public officials and others in policymaking
Policy Entrepreneurs:
People who invest their political “capital” in an issue.