1. Private media, bias and how news effects public opinion.
And…cut!
Private media, bias and how news effects public opinion.

2. Private vs. Public
How do Television networks get money to run their networks?
Through advertising.
Problem??
How do public networks gain their money?
Donations
Pledge drives
PBS, and NPR.
Who owns what?
what-on-television/

3. Can I have your attention please?
Networks have to gain large audiences
Larger audience = more profit
The Reporter’s role.
Search for sensational, odd stories
Expose corruption, or scandal
Follow Justin Bieber.
Long factual stories tend to score low.
Boring “talking heads”

4. Marauders Map?
Although reporters do track stories down, they are leaked stories often as well.
Watergate – investigative expose
President Clinton, Monica Lewinsky affair – leaked.
Why leak information?
Trial Balloon: information leaked to an audience to observe the reaction.

5. Under fire
For war stories now, and for global news, there are imbedded reporters.
Those who are imbedded in military units to observe wars and give first-hand accounts.
Why is it important to have reporters living abroad, and living in units?

6. Give your report
Newscasts now contain sound bites, accompanied by analysis of what has been said.
Full speeches are shown live, and never shown again in their entirety.
The President is given 8 seconds of uninterrupted talking time
In 1968 it was a total of 43 seconds.
Broadcasting channels can refuse to show speeches and leave them to the narrowcast channels.
Fox opted out of Healthcare address for Dancing with the Stars.

7. Its fine by us (bias) Media outlets tend to lean more left
40% identify liberal
25% identify conservative
This bias feeds into a need for excitement
A reporter can be wrong, but never boring.
Fox news clip yesterday.

8. The Agenda Setters Agenda Setting Effect:
Media increases attention to certain criteria
The public evaluates their leadership based on this criteria.
Job creation, deaths in a conflict, etc.
Can phrase stories differently to influence opinions
Talking briefly on successes of troop surge in Iraq
Focusing on plummeting economy
What will the public focus on more?

9. More effects Watchdog Effect
Reporters view it as their responsibility to keep politicians honest.
Expose corruption, and fact check statistics
62% say it is the press’ job to keep politics honest
22% say it gets in the way of politicians doing their jobs.

10. Political Entrepreneurs
See to effect the policy agenda.
Policy agenda: issues that grab the attention of those who are involved in politics
Gay marriage rights, gun control, and immigration reform.
How do they effect agenda?
Press releases, press conferences, letter writing, and convincing reporters to take their side.
Other ways groups gain attention
Staging large dramatic events such as protests, or extreme displays.

11. 1.) In the past 20 years, the media in the United States has undergone a transformation from “broadcasting” to “narrowcasting.”
a.) Describe the difference between broadcasting and narrowcasting.
b.) Describe how narrowcasting affects bias in the media.
c.) Describe how narrowcasting can affect the media’s ability to influence public opinion.