1. Chapter 8 section 3 “The Mass Media”
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2. The Role of Mass Media
Medium is a means of communication, it transmits some king of information.
Five major elements: 1) television, 2) the Internet, 3) newspapers, 4) radio, 5) magazines
Do not function as an arm of government in the U.S. (privately owned and operated)
Provide political information directly and less directly

3. Television
Today: television is all-pervasive (98% of nation’s 115 million households)
Replaced newspapers as principal source of political information
Three major national networks (CBS, ABC, NBC)
Challenges of national networks, sources include:
24/7 programming of cable broadcasters
The Internet
The Public Broadcasting System

4. Where do we get our campaign News?
Please read figure on page 229

5. Newspapers Published in colonial era
1st amendment guarantees freedom of the press
Today: 10,000 newspapers are published in the U.S. (daily newspapers declined)
Offer stories in greater depth than television and present various points of views in their editorial sections
Most are local

6. Radio
1930s: major source of entertainment medium, and millions of people planned their daily schedules around their programs.
Networks provided the coverage of important events and exposed American public to national and international politics
Listen in cars, at work, in remote areas
Satellite radio
Remains a major source of news and political information

7. Most radio stations spend little time on public affairs
Talk radio has become an important source of political comment

8. Magazines Early magazines devoted to literature and the social graces
First political magazines Harper’s Weekly and the Atlantic Monthly
Progressive reform period spawned several journals of opinion.
Articles featured by muckrakers
Today Most are trade publications

9. The Internet
Today: 75% of the American people report that they have access to a computer at home, the workplace, or at school
Nearly all newspapers have Web sites, most magazines are available online, and most TV stations maintain home pages
Spawned the growth of weblogs

10. The Media and Politics
Media’s influence can be seen in any number of situations
1) the public agenda
2) the field of electoral politics

11. The Public Agenda
Public agenda: the societal problems that the nation’s political leaders and the general public agree need govt. attention
Media has the power to focus the public’s attention on a specific issue
Media tells people what to think about
Media has a direct impact on the nation’s leaders

12. Electoral Politics
Television has made candidates far less dependent on party organizations
TV and the Internet allow candidates to appeal directly to the people, without the help of party organizations
Candidates regular try to manipulate media coverage to their advantage

13. Good campaign managers also know that most TV news programs are built out of stories that 1) take no more than a minute or 2 of air time 2) show people doing something interesting or exciting
Snappy reports: aired in seconds

14. Limits on Media Influence
Built-in factors work to limit the media’s impact on the behavior of the American voting public
1) few people follow international, national, or local political events very closely
2) most people who do pay some attention to politics are likely to be selective about it
3) Content the media carries
In-depth coverage of public affairs is available in the media to those who want it and will seek it out.