1. Influence of the Media on Public Opinion and Political Campaigns

2. Thursday, November 1st Good morning! As you enter, please:
Front table – pick up your Day 3 Get It, Got It Government and complete it using your Unit 2 Information Summary

3. Class Updates Friendly reminders! Tomorrow: Unit 2 Summative
Unit 1 and Unit 2 papers are all due (cover page shared yesterday)
Unit 1 and Unit 2 vocab due, too
40 points for paper/pencil or Quizlet
10 points – Double Does It Bonus!

4. Political Ideologies Democratic Party Republican Party Independents
Intense nationalism, charismatic totalitarian rule, dissenting opinions not allowed, no freedom of speech
Generally believe in government action to achieve equal opportunity and equality for all
Karl Marx
Worker Revolution
No private property
Abolish capitalism
Generally believe in personal responsibility, limited government, free markets
Shared resources & income distribution
Some private property
Democratic socialists – elected government with government management of resources
Generally believe the less government in peoples’ lives the better
Balanced national budget
Middle of the Road
Shares some beliefs with liberals and some with conservatives
Independents

5. Opening Discussion
Where do you get your news from: newspapers, TV, radio, internet, social media?
Where do your parents/guardians get their news from? What about your grandparents or other older relatives?
Do you have the same habits as your parents/guardians?
Do you think it is important to follow the news? 5

6. Mass Media Which position do you take? Why?
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 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?

7. Facts vs. Opinions
In most cases, the news media provides factual and informational coverage to inform the public without letting opinions (biases) interfere.
The news media also produces opinion pieces or editorials, where news organizations and their editorial team, columnists or pundits will openly share their opinions and analysis.

8. 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 - 30 second sound clips used on TV to convey the message of an entire speech.
Horse-Race Coverage – 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.

9. Mass Media
-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

10. What are the different types of media?
Media refers to the communication of information and messages to the masses.
Media can be divided into three main types:
Paid Media: Publicity gained through paid advertising.
Earned Media: Publicity gained through efforts other than advertising, such as news coverage.
Owned Media: Internally managed promotional platforms, such as a website, blog, Twitter feed, YouTube channel and Facebook page.
Media can also be classified as Old media or New media.

11. Old Media
Old media (or traditional media) includes broadcast and print sources such as TV, newspaper, radio, magazines and flyers.
Typically one-way communication
Delivered at a specific time
Limited jurisdictional reach
Strives to maintain journalistic integrity and standards

12. New Media
New media is easily accessible, such as online sources and social media platforms.
Interactive
User-driven
Functions in real-time
Borderless

13. The Importance of News Media
The news media play an essential role in contributing to a well-functioning democracy.
It is their job to inform citizens and ensure accountability and transparency from our elected officials and governments.

14. The Roles of News Media in an Election
Report on the developments of an election
Provide a platform for parties/candidates to get their message out
Provide a platform for citizens to communicate their concerns and opinions
Promote debate between parties and candidates
Advertise the election process to voters
Report on the election results

15. 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.

16. 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

17. 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

18. 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

19. 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

20. 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.

21. 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)

22. 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

23. 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

24. 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?

25. Final Thoughts Why is it important to read multiple sources of news?
Why is it important to detect opinion from fact?
How do the media influence the health and strength of our democracy?

26. 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: