1. THE MEDIA OF MASS COMMUNICATION 11th Edition John Vivian
PowerPoint™ Prepared by Amy M. Carwile
Texas A&M University at Texarkana
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2. Chapter 14: Media and Democracy
Thematic Chapter
Overview
Media Technology
Media Economics
Elitism & Populism
Media & Democracy
Media Future
Media & Culture
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3. Media Role in Governance
Fourth Estate
Edmund Burke
Fourth Branch/Watchdog Rule
Government-Media Relations
Broadcast Regulation
Equal Time Rule
Fairness Doctrine
Print Regulation
Tornillo Opinion
Internet Regulation
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4. What impact has the consolidation of ownership of the various media had on the assumption that the public can find a balance of diverse views on public issues?
What do you see as today’s U.S. equivalents of Edmund Burke’s four estates?
Is news coverage more catalytic or activist in public decision-making? How so?
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5. Media Effects on Governance
Agenda-Setting
Civil Rights
Watergate
Sex Scandals
CNN Effect
Using emotion laden video to elevate distant issues to the domestic public agenda
Framing
Emphasizing certain aspects of a perceived reality, thereby shaping audience perceptions of the reality
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6. Media Effects on Governance (continued)
Media Obsessions
Presidential Coverage
Conflict
Scandals
Horse Races
Brevity
Sound Bites
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7. What examples of the CNN Effect do you see in your campus news media?
What factors make it unreasonable to expect the media to be comprehensive in reporting news?
What examples of the CNN Effect do you see in your campus news media?
How are audiences short-changed by sound bits and other media tools that are used for brevity?
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8. POINT
Breitbart, who strongly opposed the Obama presidency, said he posted the excerpts to counter claims from black groups that the nascent Tea Party, which he supported, was racist.
In effect, Breitbart said he was bringing balance to the dialogue.
Balance, Breitbart was saying, was more important than the accuracy of details.
COUNTERPOINT
Although literally accurate, Breitbart’s excerpts were misleading and irresponsible.
Sherrod’s life was disrupted, her career jeopardized.
The focus of Agriculture Secretary Tom Vilsack and President Obama were distracted from other matters while the dust settled.
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9. Government Manipulation
Influencing Coverage
Trial Balloons and Leaks
Stonewalling
News Blackout
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10. How do political leaders use news flow to their advantage
How do political leaders use news flow to their advantage? How can this approach backfire?
What role do reporters play in the dissemination of negative information about their sources’ political opponents?
How have internet-based media affected the government’s ability to leak information?
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11. Political Campaigns Campaign Coverage Issues Agenda Interpretation
Pseudo-events
Photo-ops
Interpretation
Inside Coverage
Polling
Depth
Instant Feedback
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12. Political Campaigns (continued)
Attack Ads
Negative Ads
527 Financing
Making Light
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13. What are some of the most common criticisms of political campaign news coverage from most to least offensive, in your opinion. How do you justify your rankings?
What recent actions have been taken by government to address negative political advertising? How effective have these attempts been?
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14. Media and Campaign Finance
Television Buys
Broadcast Legal Requirements
Section 312
Section 315
Internet Legal Requirements
Campaign Finance
Straw donors
Political Action Committees (PACS)
Swiftboating
Corporate Spending
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15. Explain whether attack ads help voters make better decisions.
How would U.S. elections change if the Norwegian model of no political advertising was instituted? Would the nation have better governance?
What would subjecting all mass media to campaign advertising requirements like those for broadcasting do to the U.S. political campaign process.
Explain whether attack ads help voters make better decisions.
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