1. The Mass Media and the Political Agenda
Government in America: People, Politics, and Policy
Thirteenth AP* Edition
Edwards/Wattenberg/Lineberry
Chapter 7
The Mass Media and the Political Agenda
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2. Bellringer 3/8 Media events are
A. spontaneous occurrences such as train wrecks or assassinations that we normally think of as news
B. monopolized by political events
C. purposely staged events held in front of the media
D. spontaneous events used to enhance image
E. ineffective when used by political radicals

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Introduction
The behavior of citizens and policymakers are more frequently shaped by technology.
Mass Media:
Television, radio, newspapers, magazines, the Internet and other means of popular communication
Media politics include
Rise of modern media
Making of the news
Biases on the news
Impact of media
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The Mass Media Today
Effective communication through media is critical to political success.
Media Events: events purposely staged for the media that nonetheless look spontaneous
Media events can be staged by almost anybody.
60% presidential campaign spending is TV ads
Two-thirds is negative.
Image making and news management is important
Image seen as indicators of power
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5. The Development of Media Politics
Introduction
There was virtually no daily press when the Constitution was written.
Press Conferences: meetings of public officials with reporters
Franklin Roosevelt promised reporters two press conferences a week resulting in over 1,000
White House Press Secretary: acts as spokesperson for the US government and provides information in daily press briefings.
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6. The Development of Media Politics
Introduction
The cozy relationship between politicians and press lasted through the early 1960s.
Vietnam and Watergate soured the press on government
Focus became finding out the truth
Freedom of Information Act
Investigative Journalism: the use of in-depth reporting to unearth scandals, scams & schemes putting reporters & politicians opposite each other
“Watch dog” journalism – bark when problem is detected
Shield laws protect journalists from having to reveal their source
There is no federal shield law
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7. The Development of Media Politics
Introduction
Coverage of presidential candidates has become less favorable.
Presidents more media attention than Congress
More negative media coverage of presidential candidates includes
Analysis of political maneuvering and the horse race
Focus on campaign controversies
Is this coverage in the best interest of the people?
Press: public able to have a complete, accurate look at candidates
Opponents: overemphasize controversial aspects at the expense of major issues
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8. The Development of Media Politics
The Print Media
Newspapers and magazines
“Yellow journalism”: a sensational style of reporting characterized newspapers at the turn of the century
Newspaper and newsweekly circulation has declined
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12. The Development of Media Politics
The Broadcast Media
Television and radio
1930s radio usage; FDR first president to use radio
1950s beginnings of American television
Brought government and politics into peoples’ homes
Vietnam War – TV brought “horror of war”
Politicians’ appearance and mannerisms more important
Nixon Kennedy Debate
Decline in network anchors being trusted and influential as cable and the internet surpass nightly news
Trump

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14. The Development of Media Politics
From Broadcasting to Narrowcasting
Narrowcasting: media programming on cable TV or Internet that is focused on one topic and aimed at a particular audience
Television can bring the news to the people as it happens
Tower
The potential of cable news is often not realized in practice.
Little substantive news covered
Transition reduced the quality political journalism
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15. The Development of Media Politics
The Impact of the Internet
Potential to inform Americans about politics
Internet is purposive—people choose what to learn about
Internet facilitates more communication
Journalists, politicians, interest groups can easily communicate with the public
Means of challenging and supplementing media stories
Ability to post additional information
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19. The Development of Media Politics
Government Regulation of Broadcast Media
The Federal Communications Commission (FCC) regulates the use of airwaves
Prevent near monopoly control of market
Reviews performance of stations
Rules for political campaigns
Equal time rule; Right-of-reply; Fairness doctrine
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20. The Development of Media Politics
Private Control of the Media
The control of virtually all media is in private hands.
Major newspapers are owned mostly by chains
Chains: Newspapers published by massive media conglomerates that account for almost three-quarters of the nation's daily circulation; often control broadcast media as well
Major TV networks bought by giant corporations
About 6 companies control 90% of the media
Media are totally dependent on advertising revenues.
Private ownership means getting the biggest audience

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Assignment
Read the article “How the Mass Media Divides Us” and answer the questions in paragraph form
1. Mutz makes the argument that television has increased political polarization, Do you agree or disagree and use evidence from the text to support your answer.
2. Provide a recent example of where you have seen political polarization displayed through the media.
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23. Bellringer 3/9
Which of the following describes a consequences of the growing concentration of ownership of the news media?
A. Newspaper prices have gone down
B. Coverage of political events has gotten more liberal over time
C. Prices for televised campaign ads have gone down
D. Candidates get more free airtime
E. There is increased similarity of network news coverage

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Reporting the News
News is what is timely and different.
Millions of new and different events happen every day; journalists must decide which of them are newsworthy.
The quest for profits shape how define what is newsworthy, where they get their information, and how they present it.
Scream
Sick
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25. Reporting the News Finding the News
News stories come from well-established sources.
Beats: specific locations where news frequently occurs, such as Congress or the White House
Reporters and their sources depend on each other; one for stories, the other to get them out.
Trial Balloons: an intentional news leak to see what political reaction will be
When reports feel their access is being hindered complaints of censorship become widespread.
Embedded

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Reporting the News
Presenting the News
News shows are tailored to a fairly low level of audience sophistication
Superficial describes most news coverage today.
Do not want to bore or confuse viewers; headline service
Skimpy coverage of political events
Entertain the average viewer
With greater, faster technology news coverage has become less thorough
Sound Bites: a portion of speech aired on TV for fifteen seconds or less
Major TV networks devote less time to covering political candidates.
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Reporting the News
Bias in the News
Generally not very biased toward a particular ideology
Most reporters believe in journalistic objectivity
Want to attract a large viewing audience
“Liberal media” is because how see the world
News reporting is biased towards what will draw the largest audience; good pictures and negative reporting
Talking heads, a shot of person’s face talking directly to the camera, is considered boring.
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Reporting the News
Bias in the News
Wag the dog
Accessory becomes operative force
Spin
NY Times v. Sullivan:
Reckless disregard/malicious standard for libel regarding political figures
Canned News
Press release prepared for reporters
Loaded language
words that imply a value judgment, used to persuade a reader without having made a serious argument
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29. The News and Public Opinion
Television news can affect what people think is important.
Effects difficult because hard to separate from other influences and measure singular effect
Television does serve an agenda setting role and can alter priorities of Americans.
Raising awareness, providing information, drawing attention, showing consequences, and getting the attention of the public and policymakers.
Influence the criteria by which the public evaluates political leaders.
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30. Understanding the Mass Media
The Media and the Scope of Government
Media as watchdog restricts politicians
Reformist
If media identify a problem, force government to address it, which expands the scope of government.
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31. Understanding the Mass Media
Individualism and the Media
Candidates run on their own by appealing to people on television
Easier to focus on one person like the president
President has a single voice and represents the whole nation
Democracy and the Media
“Information is the fuel of democracy.”
But news provides more entertainment than information; it is superficial.
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Summary
Media shape public opinion on political issues and influence policy agenda.
Broadcast media have replaced print media over time.
Narrowcasting and the Internet are further shifting media.
Seeking profits, media are biased in favor of stories with high drama.
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