1. The Mass Media and the Political Agenda Chapter 7

2. Introduction Some important definitions: »Mass Media:  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 and mass media. »Mass Media:  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 and mass media.

3. Importance of the Mass Media Today »Media Event- Events purposely staged for the media that look spontaneous. »60% of campaign spending is for T.V. ads  2/3 of those ads are negative »Media Event- Events purposely staged for the media that look spontaneous. »60% of campaign spending is for T.V. ads  2/3 of those ads are negative

4. The Development of Media Politics Investigative journalism - -Use of in-depth reporting to unearth scandals, scams and schemes - -Dominates journalism today

5. The Development of Media Politics The Print Media –As it grew, the companies were consolidated into chains –Now major corporations control most of the print media to compete with other news media

6. Print Media- (newspapers and magazines) Pecking Order –New York Times rival is Washington Post, LA Times, Chicago Tribute, and other large cities –Smaller papers reprint the big stories TV is causing newspaper sales to decline –1960s 1 out of 2 –2004 1 out of 4 Newsweeklies= Time, US News and World Report –Playboy and People make more $

7. The Development of Media Politics The Broadcast Media –Television (not cable or satellite) and radio –Brought government and politics into people ’ s homes –Made the politicians more aware of their appearance and mannerisms –Generally the top source of news for most Americans, and most believable The Broadcast Media –Television (not cable or satellite) and radio –Brought government and politics into people ’ s homes –Made the politicians more aware of their appearance and mannerisms –Generally the top source of news for most Americans, and most believable

8. The Development of Media Politics Herbert Hoover (1929-1933)-no media involvement in politics Franklin D. Roosevelt (1933-1945)- invented modern media politics –Gave press conferences twice a week –Fala speech: http://www.youtube.com/watch?v=4gzt vtSyTdY http://www.youtube.com/watch?v=4gzt vtSyTdY –First to use the radio extensively –Press respected FDR Until the 1960s The Press respected the government –Didn ’ t report private lives –Impact of Vietnam war and Watergate Scandal –Cp. To Clinton-Lewinsky Scandal –Investigative Journalism Herbert Hoover (1929-1933)-no media involvement in politics Franklin D. Roosevelt (1933-1945)- invented modern media politics –Gave press conferences twice a week –Fala speech: http://www.youtube.com/watch?v=4gzt vtSyTdY http://www.youtube.com/watch?v=4gzt vtSyTdY –First to use the radio extensively –Press respected FDR Until the 1960s The Press respected the government –Didn ’ t report private lives –Impact of Vietnam war and Watergate Scandal –Cp. To Clinton-Lewinsky Scandal –Investigative Journalism

9. Broadcast Media 1960- 1 st televised presidential debate Kennedy and TV (6:23): http://www.youtube.com/watch?v=SfmuI0FkgTs&fe ature=related http://www.youtube.com/watch?v=SfmuI0FkgTs&fe ature=related Vietnam –President Johnson had 2 wars on his hands One in Vietnam One with antiwar protestors Cronkite on Vietnam: http://www.youtube.com/watch?v=zDNJL0mTHWI http://www.youtube.com/watch?v=zDNJL0mTHWI People rely on T.V. more than newspapers –Seeing is believing –Is a candidate ’ s private life relevant? 1960- 1 st televised presidential debate Kennedy and TV (6:23): http://www.youtube.com/watch?v=SfmuI0FkgTs&fe ature=related http://www.youtube.com/watch?v=SfmuI0FkgTs&fe ature=related Vietnam –President Johnson had 2 wars on his hands One in Vietnam One with antiwar protestors Cronkite on Vietnam: http://www.youtube.com/watch?v=zDNJL0mTHWI http://www.youtube.com/watch?v=zDNJL0mTHWI People rely on T.V. more than newspapers –Seeing is believing –Is a candidate ’ s private life relevant?

10. Government Regulation of the Broadcast Media When radio 1 st appeared, several problems arose –1934: Federal Communications Commission was created Prevents Monopolies Conducts Exams over goals and performance –Stations must benefit society to get a license Made fair treatment rules –Give equal airtime to both candidates When radio 1 st appeared, several problems arose –1934: Federal Communications Commission was created Prevents Monopolies Conducts Exams over goals and performance –Stations must benefit society to get a license Made fair treatment rules –Give equal airtime to both candidates

11. Narrowcasting: Cable TV & Internet Narrowcasting- media programming on cable TV or Internet focused on one topic and aimed at a particular audience –MTV, ESPN, even the Food Network (and, of course, the Golf Channel) Food for political thought is growing, appetite is decreasing Narrowcasting- media programming on cable TV or Internet focused on one topic and aimed at a particular audience –MTV, ESPN, even the Food Network (and, of course, the Golf Channel) Food for political thought is growing, appetite is decreasing

12. Reporting the News Its not the dog biting the man, it ’ s the man biting the dog. Media is in search of unusual stories that will excite, rather than the sophisticated story. Ratings Its not the dog biting the man, it ’ s the man biting the dog. Media is in search of unusual stories that will excite, rather than the sophisticated story. Ratings

13. Figure 7.2 Reporting the News Presenting the News Superficial describes most news coverage today Sound Bites: Short video clips of approximately 15 seconds or less. Presenting the News Superficial describes most news coverage today Sound Bites: Short video clips of approximately 15 seconds or less.

14. Finding the News Beat- Specific locations from which news emanates, such as Congress or the White House. Trial Balloons- An intentional news leak for the purpose of assessing the political reaction.

15. Reporting the News  Bias in the News  Many people believe the news favors one point of view over another.  Generally not very biased along liberal / conservative lines.  But, generally are biased towards what will draw the largest audience.  Bias in the News  Many people believe the news favors one point of view over another.  Generally not very biased along liberal / conservative lines.  But, generally are biased towards what will draw the largest audience.

16. News About the News (4:26)  http://www.ted.com/talks/alisa_mi ller_shares_the_news_about_the_ news.html http://www.ted.com/talks/alisa_mi ller_shares_the_news_about_the_ news.html  http://www.ted.com/talks/alisa_mi ller_shares_the_news_about_the_ news.html http://www.ted.com/talks/alisa_mi ller_shares_the_news_about_the_ news.html

17. The News and Public Opinion Television news can affect what people think is important. Some policies can be made more important, others less important, depending on coverage.. Television news can affect what people think is important. Some policies can be made more important, others less important, depending on coverage..

18. The Media’s Agenda-Setting Function Policy Agenda: The issues that attract the serious attention of public officials and others in policymaking Policy Entrepreneurs: People who invest their political “capital” in an issue. All depend on good images and good will.