The Media 11/30/2011

Clearly Communicated Learning Objectives in Written Form Upon completion of this course, students will be able to: – discuss and critically analyze political events in the United States government – students will be able to identify and explain the role of informal institutions and their effect on policy.

Office Hours and Readings Pp Office Hours – Thursday 8-12 – Monday 8-10:30

THE MEDIA AND POLITICS

The Role of the Media Is an informal institution Is a linkage institution It is profit driven

What The Media Does: Reports The News The basic function Giving news and information The 24 Hour News Cycle

What the Media Does: Agenda Setting What is it Bring Matters to the forefront, or conceal them

Goals of Agenda Setting Make people aware of issues Make issue salient Set the priority of issues

Gatekeepers Key people who control what we watch Help to shape political priorities Driven by profit

What gatekeepers use The authority of the source The Amount of Controversy The importance

PROVIDING US WITH POLITICAL INFORMATION

Where we get Political Information

The Type of Media Matters Television is the most important The internet is the fastest, but has the most bias

We Would Rather Watch Mistakes Bad SushiSushi People Falling People

Newspapers and Magazines Newspapers – Provide more information and Detail – Very few cities have multiple papers anymore Magazines- vary in content and quality

The Decline of Old media

THE MINIMAL EFFECTS MODEL Does the media really matter

The Minimal Effects Model The Fall Campaign is not that important Most people have made up their mind

Spurious/Minimal effects model We do not seek out political information We have selective/exposure perception We rarely make major changes

Who is influenced the most Those with the least political attention Those without stable party identification Elections can swing if it is close

HORSE RACE COVERAGE How the Media Makes things exciting

Horse Race Coverage What is it? What does it contain Why?

The GOP Polls

The keys to horse race coverage Polling Perception No issues

Component I: Categorizer Sorts the candidates into winners and losers Creates an Image for the candidate

Component II: Expectation Setter Puts odds on the candidates You want to be at the top… duh But it isn't as good as you might thinkthink

Component III: Mentioner You want the media to notice you Not all press is good press Mentions mean money and votes

Component IV:Winnowing The Press Winnows (narrows) down the candidates Attention is on Iowa and NH Frontloading is the results

Type of Coverage in 2008 Primary

Horse Race Dominates 2008 General

DEBATES

Presidential Debates A Recent Phenomenon General Strategies Do not screw upscrew

Why Candidates Like these A chance for exposure A chance for Legitimacy A chance to move in the polls

Presidential Debates Who Wins (the leader in the polls) The Person who doesn’t make a mistake Does it matter?

Presidential Debates Win by not losing What don't you want to do? – The 1960 DebateDebate – Look ancientancient – Seem heartlessheartless – You are no Jack KennedyJack Kennedy – Eastern Europe is Free Eastern Europe is Free – The Global TestGlobal Test – Adm. James Stockdale Blind, Deaf, Dumb BlindDeafDumb