1. Media as a Linkage Institution

2. Why is media a linkage institution?
Media educates citizens and politicians
For politicians, candidates, and interest groups:
They use media to communicate a message integral to political success
Politicians want to: gain control of and influence the political agenda

3. Media Events!
Politicians will often hold media events to communicate an image
Typically, a candidate will spend 60-70% of his/her campaign funds on television ads, commercials, print media, etc.
Media Event example:
President Barack Obama
What is President Obama talking about in this video? ________________________________________________________________________________________

4. Types of media
Broadcast media: television programs, more popularly watched and followed
Examples: Nightly News, ABC World News Tonight, etc.
Print media: written news articles; these are commonly more popular amongst the more politically informed, activist types
Examples: The Washington Post, The New York Times, The Washington Times, USA Today

5. The Rise of Cable News
Narrowcasting: viewers can select what information they want and what they do not want (selective attention/”tuning stuff out”) and they would rather watch sitcoms, TV dramas, reality T.V., etc.
As a result, the electorate is less knowledgeable, more suspicious of politicians, more unaware of everyday political activity, and policymaking/agenda, and simply less politically involved

6. 20th Century (and beyond) Changes to Media
Radio, T.V., press conferences, debate, internet (i.e. youtube debates, individual websites, etc.)
In the 1800s, we had yellow journalism; today, we have investigative journalism = detective-like reporting methods to unearth scandals and negative interest stories
Today, this makes news more adversarial and watchdog

7. 1960s- Present More negative
More focused on politician’s daily behaviors and personality lack of depth in content
SOUND BITES: 10 seconds on average; in the ‘60s, they were 40 seconds

8. Roles of Media Watchdog
Scrutinizing the behavior and decisions of public officials
In the late 20th century, there was a significant rise in the popularity of investigative journalism
Since then, this type of journalism has declined
Clips:

9. Roles of Media, Con’t. Gatekeeper/agenda setter
The media determines what they will print or cover and in turn, this dramatically affects what the public knows about

10. Roles of Media, Con’t. Scorekeeper/horserace journalism
Media keeps track of where candidates and those in office stand in the polls, especially during an election year
Clip: