1. The Mass Media and the Political Agenda
Copyright © 2009 Pearson Education, Inc. Publishing as Longman.

2. Introduction Mass Media: High-Tech Politics:
Television, radio, newspapers, magazines, the Internet and other means of popular communication
High-Tech Politics:
A politics in which the behavior of citizens and policymakers and the political agenda itself are increasingly shaped by technology

3. Functions Entertainment News reports
Watchdog – “Fourth Branch” of government
Agenda setting
Issues that the media does and does not focus on
Creation of political forums
Politicians use media to make announcements or encourage citizens to focus on certain issues

4. The Mass Media Today
Effective communication through media is key to political success.
Media Events: events purposely staged for the media
Media events can be staged by almost anybody.
Easier to propagate message

5. The Development of Media Politics
The news media wasn’t always so important (daily press did not exist until mid-1800s)
Press Conferences: meetings of public officials with reporters.
: Franklin Roosevelt held over 1,000
Press never revealed FDR was in a wheelchair
Press and president: Cozy relationship until the 1960s
Press Conferences: Herbert Hoover had reporters submit their questions by writing and he would respond back. He said that “The president of the US will not stand and be questioned like a chicken thief by men whose names he does not even know.

6. The Development of Media Politics
Investigative Journalism: the use of in-depth reporting to unearth scandals, schemes, etc.
After Watergate scandal:
More cynicism in media
Less trust in the government
Coverage of presidential candidates has become less favorable. Focus from policy statements to campaign/political controversies.
Reporter saw women coming and going to President Kennedy’s suite. He told his editor (of the NYT) who replied, “you’re supposed to report on political and diplomatic policies, not girlfriends. No story.”

7. The Development of Media Politics
The Print Media
Newspapers and magazines
“Yellow journalism”: a sensational style of reporting
Pecking order among newspapers
New York Times has largest impact
Newspaper readers more likely to vote and be better informed.

8. Newspaper Circulation

9. The Development of Media Politics
The Broadcast Media
Television and radio
Brought government and politics into peoples’ homes.
Vietnam War
Politicians’ appearances and mannerisms more important.
Kennedy-Nixon presidential debate

10. The Development of Media Politics
The Impact of the Internet
Potential to inform Americans about politics
Internet is purposive—people choose what to learn about

11. The Development of Media Politics
Private Control of the Media
Only a small number of TV stations are publicly owned in America.
Chains: massive media conglomerates that account for over four-fifths of the nation’s daily newspaper circulation

12. Media and Political Campaigns
Advertising - Negative attack ads
News Coverage - media offers a free opportunity to spread message
Accountability of Candidate Claims – Websites like FactChecker.org and PolitiFact.com evaluate candidate’s claims
Presidential Debates - Give public an opportunity to see both candidates together

13. The News and Public Opinion
Television news can affect what people think is important.
Agenda-setting effect
The media influence the criteria by which the public evaluates political leaders.