1. Media & Politics

2. Overview The Media as a Political Institution Types & Forms of Media
Media and the Campaigns

3. Media as Political Institution
Figures
The People

4. Media as Political Institution
Figures
The People
Democracy presupposes a tight connection between political leaders and the people

5. Media as Political Institution
Figures
The People
How to reach each other?
Direct contact options

6. Media as Political Institution
Figures
The People
Direct contact options have limited capacity to reach mass audience though

7. Media as Political Institution
Figures
The People

8. Media as Political Institution
Figures
The People
Use media to reach the people, but message is “mediated” by the media

9. Media as Political Institution
Figures
The People
Use media to reach political leaders, but message is “mediated” by the media

10. Media as Political Institution
Media has a pivotal role to play in democracy
An informed electorate is essential to democratic politics
For politicians to represent the “will of the people,” they need to know what the people want

11. Types and Forms of Media
Basic media types:
television
radio
print
internet
cinema
music
advertising

12. Types and Forms of Media
In U.S., most of these are for profit enterprises
Need for profit shapes content delivered
Presents possibility of conflicting aims of political figures and media owners

13. Types and Forms of Media

15. Types and Forms of Media
Most of the information and programming in the media is not necessarily overtly political
That is, much is “entertainment” rather than information

16. Political Uses of Media
Intentional
Unintentional
Explicit
Implicit

17. Political Uses of Media
Intentional
Unintentional
Content is explicitly political and intends to change political beliefs or behavior
Explicit
Implicit

18. Political Uses of Media
Intentional
Unintentional
Political ads, PSAs, Documentaries
Explicit
Implicit

19. Political Uses of Media
Intentional
Unintentional
Content is explicitly political and intends to change political beliefs or behavior
Explicit
Political content is implied and intent is change political beliefs or behavior
Implicit

20. Political Uses of Media
Intentional
Unintentional
Political ads, PSAs, Documentaries
Explicit
Political values in entertainment programming
Implicit

21. Political Uses of Media
Intentional
Unintentional
Content is explicitly political, but with no intent to influence political behavior or beliefs
Content is explicitly political and intends to change political beliefs or behavior
Explicit
Political content is implied and intent is change political beliefs or behavior
Implicit

22. Political Uses of Media
Intentional
Unintentional
Political ads, PSAs, Documentaries
News
Explicit
Political values in entertainment programming
Implicit

23. Political Uses of Media
Intentional
Unintentional
Content is explicitly political, but with no intent to influence political behavior or beliefs
Content is explicitly political and intends to change political beliefs or behavior
Explicit
Political content is implied and intent is change political beliefs or behavior
Whatever political content and consequences that may exist are unintentional
Implicit

24. Political Uses of Media
Intentional
Unintentional
Political ads, PSAs, Documentaries
News
Explicit
Vast majority of entertainment programming
Political values in entertainment programming
Implicit

25. Political Uses of Media
Political leaders in U.S. need media, but have little direct opportunity to truly shape and control message that is being delivered
With the exception of advertisements, control devolves to reporters, editors, publishers/producers, owners

26. Political Uses of Media
Political Leaders prefer to use unfiltered content -- they get their message right to the people

27. Political Uses of Media
But in the US, where media is not under direct government control, executives, producers/editors, and reporters may have different agenda.

28. Political Uses of Media
Unmediated Content:
Political figure has direct and immediate access to the public

29. Political Uses of Media
Figures
The People
Most political leaders prefer this sort of direct interaction, but they also recognize the limitations of this approach and the necessity of media assistance in mass democracy

30. Political Uses of Media
Partly Mediated
Political figure uses media and media has partial element of control in dissemination and/or content of the message

31. Political Uses of Media
Fully Mediated
Media controls dissemination and/or content of the message

32. Political Uses of Media
Because of interest in ratings, media outlets need to develop stories that engage audience fairly quickly
Means focusing more on the “horse race” angle of the election -- who’s ahead? by how much? who’s going to win? -- rather than the issues that are driving the election

33. Political Uses of Media
Media needs to focus on elements of good story, that means need the elements of good narrative: heroes, villains, plot lines
Need to have conflict, resolution, something “newsworthy”
focus on gaffes, arguments, “peripheral” issues of campaign

34. Political Uses of Media
Candidates and parties have only limited control of the campaign
Limited ability to control images and perceptions dramatically increases importance of succeeding in those areas that the candidates can control -- primarily advertising
That puts campaign finance at the heart of the campaign