1. Mass Media Tools
Mass Media

2. How does the media link people to the government?
Linkage Institutions
Mass Media
How does the media link people to the government?

3. Media Events
Mass Media

4. These are staged events – they exist for the media coverage
Mass Media
Media Events
Media Events
Politicians hold some type of event JUST to get it covered by the media
These are staged events – they exist for the media coverage
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The purpose is to gain positive media attention for the public official
Media outlets cover these often because they are easy. They can prepare for the event instead of respond to it.

5. Press Conference
Mass Media

6. Mass Media Press Conference Press Conference
Public officials invite reporters to a meeting where they can ask questions
The press covers these events because they get ACCESS to the candidates
The public official uses this to deal with issues efficiently – basically do several interviews at once.

7. Mass Media Press Conference White House Daily Briefing
A daily press conference every morning at the White House
This is usually handled by the “Press Secretary” who speaks to the press on behalf of the president.
This provides the media with an important opportunity every day to directly ask questions of the president’s administration
This is one of the main ways the president regularly communicates with the mass media

8. Narrowcasting
Mass Media

9. Mass Media Narrowcasting Narrowcasting
Tactic of media outlets to try to
appeal to a very specific
segment of the public
Instead of trying to get the largest audience possible, they focus on getting the attention of everyone in their targeted group
This is mostly a profit seeking strategy. Media outlets are better able to sell advertisements because they can describe exactly who their
audience is

10. Sound Bites
Mass Media

11. A short clip of a politician’s speech shown on a news program
Mass Media
Sound Bites
Sound Bites
A short clip of a politician’s speech shown on a news program
Over time, the length of sound bites has gotten shorter and shorter to keep the attention of viewers
These can often be taken out of context and the viewers don’t have a real idea of what the politician was talking about
the politician would prefer that more of their speech be shown, so the voters will get their message.

12. Trial Balloons
Mass Media

13. Mass Media Trial Balloon Trial Balloon
These are intentional leaks from policy makers or politicians
They want to be able to measure the public opinion based on the leak
The policy maker will then make their decision based on what they learned from the reaction to the leak.
Most likely to notice these during the “invisible primary” when people are considering a run for president.

14. Talking Head
Mass Media

15. People who routinely serve as talking heads are often called “pundits”
Mass Media
Talking Head
Talking Head
A camera shot of a person’s face who is just speaking directly to the camera
Media outlets are using these more and more because they are cheaper than producing actual news stories
People who routinely serve as talking heads are often called “pundits”
These people are most often giving their opinion about the news. They will talk more about reaction or strategy than facts of the events.

16. Bigly Ideas
Beliefs & Behaviors

17. Mass Media
Wrap Up
Media Vocab
Focus on these things: