1. AP Government - Mr. Hatch Chapter 12
THE MEDIA
AP Government - Mr. Hatch
Chapter 12

2. WHO ARE THE MASS MEDIA? MAJOR MEDIA:
Newspapers: NY Times, Washington Post, Wall Street Journal
Television: CBS, ABC, NBC - decline of big three with rise of cable
Magazines: Time, Newsweek, US News and World Report
Trend towards mergers and consolidation = less competition

3. WHO ARE THE MASS MEDIA? NEW MEDIA
Internet; CNN; FOX NEWS; MSNBC; MTV; Talk Radio
Characteristics:
Interactive
Focus on Entertainment - “infotainment”
Personalized
Emotional
Informal
Opinionated
Topical

4. Journalism In History
Party controlled press - lack of sources that presented both sides
Popular Press - New technology made mass publication possible; journalists could not afford to be strictly partisan - need to attract as many readers as possible; growth in sensationalism
Magazines of Opinion
Electronic Journalism - no more editorial filters
Good relations ended with Vietnam and Watergate, media is MUCH more critical and distrustful today
The Internet - don’t believe everything you see!

5. The Power of Words
Yellow Journalism – William Randolph Hearst turn of the century, so powerful it influenced politics
Sent a message to an artist friend “You provide the pictures, I’ll provide the war”
USS Maine exploded triggered Spanish-American War
Investigative journalism - watergate

6. Media in the Court New York Times vs. United States (1971)
NY times wanted to publish classified government “Pentagon Papers”
Government sought to censor them
Supreme Court ruled the 1st amendment protected the NY Times and allowed publication

7. EFFECTS OF MEDIA on POLITICS
National Media Roles
Gatekeeper (what becomes news - set the national agenda)
Scorekeeper (decides the winners and losers - emphasis on horse race element of elections)
Watchdog (scrutinize the winners)

8. Nature of Media Influence
Most influential at agenda setting
Provide forum for building up candidate images
Politicians can get public attention (McCarthy)
Links the government to the people (replaced parties)
People - Media - Government
Media consultants shape campaigns

9. Agenda Setting
Policy Agenda – issues, problem or subjects the media covers that get the attention of officials
Ex. Amber Alerts, Seat Belts
Media uses it to raise awareness/get attention of public, and lawmakers

10. Nature of Media Influence
White House manipulates the media: (very well)
Photo ops
Sound Bites
Spin Control
Staged Events
President uses one voice and is our leader, and is more powerful than any single congressperson
Negative Coverage of Congress (obstructionist)
Has many members, represent small districts
Little coverage of Supreme court
Influence primary elections and undecided voters

11. RULES GOVERNING MEDIA Radio and TV require licenses
TV renew = 5 years radio = 7 years
Print media must avoid libelous, obscene or incitement material: These are difficult to prosecute
Case by case examination on the right to keep sources confidential (Robert Novak’s revelation of CIA operative identity)
Broadcasts - regulated by government

12. RULES GOVERNING MEDIA Equal Time rule for campaigns Right-of-Reply
Editorializing on broadcasts - opposing candidate may reply
Fairness Doctrine no longer enforced, but still practiced.

13. THE MEDIA AND PUBLIC OPINION
Does the Media influence Public Opinion?
Mixed evidence implies both…

14. THE MEDIA AND PUBLIC OPINION
YES, the media influences opinion:
Personalizes candidates
Stresses short term elements of election
Consumers of media influence others
Sets national agenda
Advocacy or adversarial journalism: “Comfort the afflicted and afflict the comfortable”
Journalists are more liberal than the public
Primary link between public and government
Trivialize the news: People today are less informed

15. THE MEDIA AND PUBLIC OPINION
NO, the media does not influence opinion:
Mass public pays little attention and forgets what it sees and reads
Selective attention: many see what they want to see and focus on sources they already agree with
Selective perception: perceive the news in the way they want to view it
Media are only one source: Political Socialization suggests importance of family, school, and peers
People consume media for reasons other than information
Young people watch less TV than older people, must target young people in a different way, than older people.
TV media is not as good at getting out president’s agenda

16. Impact of Newspapers
Typical perception of liberal bias (but newspapers generally endorse Republican candidates)
Both liberals and conservatives complain:
Conservatives complain reporters are too liberal and hostile towards mid. Class values
Liberals complain publishers are too conservative
Lack competition
Devote prez campaign coverage to day-to-day campaigning

17. Impact of TV
Most get their news from TV = decline of substance in coverage and rise of images and slogans
Fear that TV is too closely allied w/ Big Gov.:
Prez. Can bypass journalists and speak directly to the people
Decline in press conferences
White House manipulate press

18. Impact of TV
Revolving door in journalism (govt. leaders become media figures - George Stephanopolous and Newt Gingrich)
Fear TV has increased cynicism and mistrust of govt.
Lack of competition (although cable helps)
Further decline of party