1. and the political agenda
Mass Media
and the political agenda
US Government
Mrs. Lacks

2. Introduction Mass Media:
Television, radio, newspapers, magazines, the Internet and other means of popular communication.
One of the three major linkage institutions
High-tech politics:
the behavior of citizens and policymakers and the political agenda itself are increasingly shaped by technology.

3. Mass Media Today
Media Events: purposely staged for the media that nonetheless look spontaneous. Media events can be staged by almost anybody.
Press Conferences: meetings of public officials with reporters - Roosevelt used many of these.

4. The Development of Media Politics
The Print Media
Newspapers and magazines
“Yellow journalism” characterized newspapers at the turn of the century.
Among the press there is a pecking order.
Newspaper circulation has been declining.
Magazines are also struggling.

5. The Development of Media Politics

6. The Development of Media Politics
The Broadcast Media
Television and radio
Brought government and politics into people’s homes.
Made the politicians more aware of their appearance and mannerisms.

7. The Mass Media & Cyberpolitics
Today, more than 90% of all Americans use television news as their primary source of information.
60% presidential campaign spending is TV ads
Image making / news management is important, especially for presidents
The Internet has become a source of political communication and fund-raising.

8. The Primacy of Television
The most interesting aspect of television is the fact that it relies on pictures rather than words to attract the viewer’s attention.
Therefore, the videotapes or slides that are chosen for a particular political story have exaggerated importance – sound bites (a several second comment selected or crafted for its immediate impact on the viewer).
Viewers do not know what other photos may have been taken or events recorded – they note only those appearing on their screens.

9. The Media’s Functions Finding the News
Beats: Specific locations from which news frequently emanates, such as Congress or the White House.
Trial Balloons: An intentional news leak for the purpose of assessing the political reaction.
Reporters and their sources depend on each other - one for stories, the other to get them out

10. The Media’s Functions Identifying Public Problems
The power of information is important not only in revealing what the government is doing but also in determining what the government ought to do – in other words, in setting the policy agenda
The mass media identify public issues.
The media then influence the passage of legislation.
American journalists also work on uncovering public wrongdoing, corruption and bribery and of bringing it to the public’s attention.

11. Understanding the Mass Media
The Media and the Scope of Government
The media as watchdog restricts politicians.
If the media identify a problem, they ask what the government is going to do to fix it.

12. The Media’s Functions Socializing New Generations
the media, particularly television, strongly influence the beliefs and opinions of all Americans
Because of this influence, the media play a significant role in the political socialization of the younger generation, as well as immigrants in this country.

13. The Media’s Functions Providing a Political Forum
the media provides a political forum for leaders and the public.
Candidates for office use news reporting to sustain interest in their campaigns, whereas officeholders use the media to gain support for their policies or to present an image of leadership.
also offers a way for citizens to participate in public debate, through letters to the editor, televised editorials, or .

14. The Media’s Functions Making Profits
Profits are made, in general, by charging for advertising.
Advertising revenues usually are related directly to circulation or to listener/viewer ratings.
Added together, all these factors form the basis for a complex relationship among the media, the government and the public.

15. Media & Political Campaigns
Three types of coverage
Advertising (attack ads, advocacy ads)
Management of news coverage
Campaign scheduler plans events that will be interesting enough to make the evening news
Spin: convincing reporters that a particular interpretation of an event is correct
Campaign debates: even though many don’t watch the debate, the news will cover the highs/lows, and report on their winner

16. Media’s Impact on Voters
Voters watch campaign commercials and news about political campaigns with “selective attentiveness.”
they tend to watch those commercials that support the candidates they favor and tend to pay attention to news stories about their own candidates.
the media are most influential with those persons who have not formed an opinion about political candidates or issues.
Studies have shown that the flurry of television commercials and debates immediately before election day has the most impact on those voters who are truly undecided.
Few voters who have already formed their opinions change their minds under the influence of the media.

17. Government Regulation of the Media
Federal Communications Commission (FCC), regulates communications by radio, televisions, wire, and cable, the number of radio stations has been controlled for many years.
The FCC created a situation in which the three major TV networks have dominated the airwaves.
Most FCC rules have dealt with ownership of news media, such as how many stations a network can own.

18. Private Control of the Media
Only a small number of TV stations are publicly owned in America.
massive media conglomerates control almost three- quarters of the nation’s daily media

21. Bias in the News
Many people believe the news favors one point of view over another.
Generally are not very biased along liberal / conservative lines.
Generally are biased towards what will draw the largest audience.

22. CONSIDER THE FOLLOWING
Evaluate whether American mass media has become too powerful.
In particular, is the impact of mass media on public opinion and public outcomes consistent with the concepts of limited gov’t and balanced power?
Is there any democratic way to hold mass media organizations accountable for their behavior?