CHAPTER 8 SEC 3 The Mass Media

Forms of Mass Media Television – the most influential Newspapers Radio Magazines Books Internet

Public agenda The public issues that people think and talk about Driven by the media

Role in elections Television has reduced the importance of political parties; allows candidates to reach the public directly Television allows for sound bites – snappy statements that can be aired in 35 or 40 seconds

Today candidates plan their campaign strategy and tactics by hiring political consultants to devise clever “soundbites” (brief, catchy phrases) that catch voters’ attention on television, not by consulting party headquarters. Often they are unintentional.

Limits to influence Few people actually follow issues carefully in the media Those who do tend to watch, listen to, or read favorite sources