1. CAMPAIGNS & ELECTIONS 2. NEWS GATHERING, CONDUCT, & COVERAGE 3. COMMUNICATION BY POLITICIANS 4. CITIZENS VOICING CONCERNS

TV MAIN EXPENSE

$$$ CANDIDATE SPENDS GETS TO CONTROL THE MESSAGE BILLBOARDS, BANNERS, STICKERS, TV & RADIO ADS

PAID MEDIA $$$ CANDIDATE SPENDS GETS TO CONTROL THE MESSAGE BILLBOARDS, BANNERS, STICKERS, TV & RADIO ADS

Top 10 Markets for Political Ads in 2000 – By Count 1) DETROIT (32,456) 2) ST LOUIS 3) SEATTLE-TACOMA 4) KANSAS CITY 5) GRAND RAPIDS 6) SPOKANE 7) FLINT-SAGINAW-BAY CITY 8) PHILADELPHIA 9) NEW YORK 10) SAN DIEGO WHY THESE LOCATIONS?

Most ads (2000) aired during news; morning shows, game shows NEWS 424,660 TODAY 43,089 GOOD MORNING AMERICA 37,862 EARLY SHOW 24,331 WHEEL OF FORTUNE 18,737 JEOPARDY! 16,898 OPRAH WINFREY 15,677 NIGHTLINE 14,004 JUDGE JUDY 13,425 LIVE WITH REGIS 11,841 WHY?

$101,717,589!!! TOTAL TV STATION PROFIT FROM 2000 POLITICAL ADS IN TEXAS

WHAT MEDIA CHOOSES TO AIR ABOUT CANDIDATE & POLITICIAN FOR NEWS AND TO BOOST RATINGS/READERSHIP

FREE MEDIA CANDIDATE/POLITICIAN IS FORCED TO RESORT TO TECHNIQUES TO ATTRACT MEDIA, GAIN EXPOSURE, & LESSEN CAMPAIGN COSTS

USE OF PROFESSIONAL AD AGENCIES, FOCUS GROUPS, HOLLYWOOD PRODUCERS, POLITICAL CONSULTING FIRMS FOR SCRIPTED EVENTS

SHORT PITHY QUOTES TO CAPTURE ATTENTION- NOT VERY SUBSTANTIVE, BUT STAY IN VOTERS MINDS

DO YOU SEE IT?

SCRIPTED EVENTS JUST LIKE SOUNDBITES CRAFTED & PACKAGED- EVOKE STRONG IMAGES, VERY PERSUASIVE OBAMAS BACK TO SCHOOL SPEECH

SCRIPTED EVENTS WHAT IMAGES, IDEAS, PERCEPTIONS COME TO MIND FROM THE FOLLOWING SCRIPTED EVENTS?

CANDIDATES MUST ALSO DO THE UNUSUAL TO GET FREE MEDIA- SOMETIMES IT IS UNINTENTIONAL & THE WRONG TYPE OF COVERAGE

NATIONAL CONVENTIONS HAVE BECOME MEDIA SPECTACLES WITH IMPORTANT EVENTS HAPPENING DURING PRIME TIME TV VIEWING

CHARLTON HESTON

SINCE CLINTON, THERE HAVE BEEN TOWN HALL DEBATES

SINCE IMAGES ON TV ARE PERMANENT AND CAN BE REPEATED, CANDIDATES NOW HAVE TO DO DAMAGE CONTROL- HAVE SPOKESPEOPLE EXPLAIN WHAT THE CANDIDATE MEANT BY WHAT WAS SAID

NEGATIVE CAMPAIGNING AVOID ISSUES & ATTACK PERSONALITY OF YOUR OPPONENT GREAT FOR TV BECAUSE OF OUR LUST FOR SLEAZE

IMPACT #2 HOW NEWS IS GATHERED, CONDUCTED, & COVERED

FUNCTION #1 OF MEDIA GATEKEEPER- DETERMINING WHAT IS OR IS NOT NEWSWORTHY

WATCHDOG- INVESTIGATION, BACKGROUND, & IMPACT STORIES FUNCTION #2

SCOREKEEPER- WHOS WINNING, WHOS LOSING, WHOS UP, WHOS DOWN FUNCTION #3

MEDIA IS VERY COMPETITIVE- SCANDAL & CORRUPTION SELLS

NARROWCASTING- NOT BROADCASTING IS THE TREND- SO MANY IN THE BUSINESS, THEY NOW TARGET SELECTED AUDIENCES

more than 1,500 -including nearly 1,000 stations affiliated with the five major networks - NBC, ABC, CBS, FOX, and PBS; in addition, there are about 9,000 cable TV systems TV STATIONS

THE BIG THREE- NEWS IS ONLY HEADLINE NEWS

SO WHAT IS DETERMINED TO BE NEWSWORTHY?

A PICTURE IS WORTH A THOUSAND WORDS- ESPECIALLY ON TV! WHY?

NEWS PROGRAMS NOW HAVE TO HAVE MORE THAN ONE PERSON DOING NEWS

EACH HAS TO DO SOMETHING DIFFERENT & ATTRACT VIEWERS

USE OF SPIN DOCTORS- SO-CALLED EXPERTS WHO BREAK DOWN & ANALYZE

APPEAL TO LOW LEVELS OF SOPHISTICATION- LACK OF DEPTH OF COVERAGE

NEWS MAGAZINES ARE AT 7 TH GRADE READING LEVEL

COMPARE THE GRADE LEVEL OF THESE SPEECHES TO THE NEXT SLIDE!

GRADE LEVEL OF 2000 TV DEBATES

Question to media: will you change the way you cover the private lives of politicians? 1998 POLL: POST- LEWINSKY SCANDAL

JUNKYARD (ATTACK) DOG MENTALITY- ITS WHAT YOU HAVE TO DO TO GET AHEAD IN THE MEDIA PROFESSION

BEGAN DURING VIETNAM WAR ED BRADLEY OF CBS

DAN RATHER CBS NEWS

WOODWARD & BERNSTEIN

THEIR INVESTIGATION OF WATERGATE SET THE BAR FOR REPORTING IN JOURNALISM

MATT DRUDGE OF THE DRUDGE REPORT WHAT IS HE KNOWN FOR?

FIRST TO BREAK THIS SCANDAL

POLTICIANS ARE REGARDED AS PROPS TO BE USED AND ABUSED BY MEDIA

FOCUS HAS GONE FROM NEWS AND POLICY TO PERSONALITY AND PRIVACY

RELATIONSHIP HAS BECOME A 2-EDGED SWORD- ADVERSARIAL, YET BOTH NEED EACH OTHER

POLITICIANS REFER TO MEDIA AS THE BEAST

POLITICIANS KNOW WHAT THEY SAY WILL BE LIMITED BY TV & PRESS TIME CONSTRAINTS

ASK NOT WHAT YOUR COUNTRY CAN DO FOR YOU…

FAMOUS SOUNDBITE FROM 1962

WE SHALL OVERCOME LBJ- 1964

I AM NOT A CROOK! RICHARD NIXON

MR. GORBACHEV, TEAR DOWN THAT WALL! RONALD REAGAN

I DID NOT HAVE SEX WITH THAT WOMAN!

THE AXIS OF EVIL PRES. BUSH, JAN. 2002

CONSTANT USE OF PHOTO-OPS TO… CONTROL THE MESSAGE

REAGAN AT NORMANDY 1984

WHAT MESSAGES ARE BEING SENT BY OUR CURRENT PRESIDENT FROM THE FOLLOWING PHOTO-OPS?

A NICE SOUNDBITE TOO!

INCREASED USE OF STAFF AS A BUFFER & SHIELD FROM PRESS ATTACKS- LIMITING ACCESS TO PRESS

WHO IS SCOTT GIBBS?

INTENTIONAL NEWS LEAK FOR THE PURPOSE OF ASSESSING THE POLITICAL REACTION

CANNED RELEASES AT PRESS DEADLINES- PRESS CANT CHANGE OR INVESTIGATE

HOW DOES THIS RELATE TO THE PREVIOUS SLIDE?

INCREASED RELIANCE ON POLLS- POLITICIANS KNOW THE PRESS WILL INVESTIGATE, BUT IF PUBLIC OPINION IS BEHIND THEM, THEY DONT CARE

CRITICS CLAIM THIS IS WHAT CLINTON DID

BYPASS NATIONAL PRESS AND GO LOCAL QUESTIONS EASIER AND NOT AS MUCH SCRUTINY

LIMITING THE NUMBER OF PRESS CONFERENCES

REAGAN WOULD PRETEND HE DIDNT HEAR BECAUSE OF NOISE

LIMIT THE # AND TYPE OF QUESTIONS

CONGRESS ITS DIFFERENT- MEDIA EXPOSURE IS ESSENTIAL TO REELECTION

MEDIA EXPOSURE IS PART OF THE CONSTANT CAMPAIGN

ENHANCES POPULARITY, INFLUENCE & PRESTIGE

Seventy million Americans rely on broadcast television for their news. They form opinions based on what they hear and see and to a lesser extent, read.

Since citizens cannot cast informed votes or make knowledgeable decisions on matters of public policy if the information on which they depend is distorted, it is vital to American democracy that television news and other media be fair and unbiased.

Citizens suffer from selective attention: they only hear or see what they want to.

BASED ON THE THEORY OF SELECTIVE ATTENTION, WHAT DO MOST PEOPLE DO WHEN THEY WATCH THE DEBATES?

HOW DOES SELECTIVE ATTENTION WORK WITH NEWSPAPERS?

WHAT IS THE PROBLEM WITH TOO MUCH INFO?

TO MOST AMERICANS WHICH IS MOST BELIEVABLE? WHY?

AMERICANS BELIEVE WHAT THEY SEE ON TV THE MOST WHAT ARE THE MAJOR PROBLEMS WITH WHAT WE SEE ON TV?

WE HAVE BECOME SKEPTICAL & CYNICAL BECAUSE OF MEDIA COVERAGE- GOOD OR BAD?

RARELY DOES THE MEDIA CONVERT- RATHER IT REINFORCES OUR ALREADY EXISTING BELIEFS

BOTTOM LINE- MEDIA INFLUENCES THE CRITERIA BY WHICH CITIZENS EVALUATE ISSUES AND LEADERS

FOOD FOR THOUGHT: HAS THE RISE OF THE INFORMATION SOCIETY BROUGHT ABOUT THE RISE OF THE INFORMED SOCIETY?