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