Chapter 8 section 3 “The Mass Media” Page 228-236

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

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

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

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

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

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

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

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

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

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

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

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 30-45 seconds

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.