1. Longman PoliticalScienceInteractive
Magleby & Light
Government by the People
Chapter 10
The Media and American Politics
Copyright 2009 Pearson Education, Inc., Publishing as Longman

2. Role of the Internet in the 2008 Presidential Election
The Internet was extremely beneficial to Barack Obama’s campaign
By March 2008, Obama had about 1 million “friends” on MySpace and Facebook
“Friends” received invitations to campaign events, links to speeches, and requests for campaign contributions
Music videos supportive of Obama on YouTube
Obama also advertised on Web sites
Copyright 2009 Pearson Education, Inc., Publishing as Longman Hall

3. The Influence of the Media on Politics: Television
Most people in the U.S. watch some kind of TV news every day
Recent growth of around-the-clock cable news and information shows
Voters now rely more on TV commercials for information about candidates and issues, and less on news coverage
Copyright 2009 Pearson Education, Inc., Publishing as Longman Hall

4. Radio and Newspapers
Radio
Newspapers
Continues to reach more U.S. households than TV
Candidates use radio ads to “microtarget” particular audiences
Daily newspaper circulation has been declining, especially among younger persons
USA Today is the nation’s top-circulation newspaper
Copyright 2009 Pearson Education, Inc., Publishing as Longman Hall

5. The Internet
More than 153 million unique domains have been registered worldwide
For many Americans, the Internet is their primary source of news
The Internet provides an inexpensive way to communicate with volunteers, contributors, and voters
Copyright 2009 Pearson Education, Inc., Publishing as Longman Hall

6. The Changing Role of the American News Media
First newspaper: Boston News-Letter, April 1704
Avoided controversial issues
During Revolutionary War, newspapers abandoned impartiality and worked to build resistance to British policies
1833, advent of the penny press
1848, creation of the Associated Press
Yellow journalism
Centralization of ownership of newspapers in early twentieth century has continued to this day
Copyright 2009 Pearson Education, Inc., Publishing as Longman Hall

7. Media Consolidation
Emergence of large conglomerates owning multiple media outlets
Rupert Murdoch, founder of the FOX network, owns 35 TV stations in the U.S., DirecTV, 20th Century Fox, HarperCollins Publishers, MySpace.com, and TV Guide, which has the largest magazine circulation in the U.S.
Copyright 2009 Pearson Education, Inc., Publishing as Longman Hall

8. The Impact of Broadcasting
Franklin D. Roosevelt was the first president to recognize the effectiveness of radio to reach the public
Copyright 2009 Pearson Education, Inc., Publishing as Longman Hall

9. The Impact of Broadcasting
TV added a dramatic visual dimension
In 2004, an investigative team at CBS News uncovered and aired this and other photos of prisoner abuse in Abu Ghraib. Although the military had been privately investigating the situation for several months, the actions of the CBS reporters brought the tragedy into the national spotlight.
Copyright 2009 Pearson Education, Inc., Publishing as Longman Hall

10. Investigatory Journalism (Watchdog Role)
Seymour Hersh and the Pentagon Papers
Robert Woodward and Carl Bernstein and Watergate
Nina Totenberg and Clarence Thomas
Dana Priest on the existence of secret CIA prisons
Copyright 2009 Pearson Education, Inc., Publishing as Longman Hall

11. Regulation of the Media
The national government oversees TV and radio licensing, financing, and even content (through the FCC)
Copyright 2009 Pearson Education, Inc., Publishing as Longman Hall

12. Public Opinion
Issue Framing
Agenda Setting
Defining the problems and issues to be addressed by decision makers (Gatekeeper role)
The power to set the context, to frame the issue, to interpret the facts, and potentially to provide legitimacy for people, issues, or groups
Copyright 2009 Pearson Education, Inc., Publishing as Longman Hall

13. The Media and Public Opinion
The ability of TV to present images and communicate events has influenced U.S. public opinion
Civil Rights movement
Vietnam War
Watergate hearings
September 11
Hurricane Katrina
Copyright 2009 Pearson Education, Inc., Publishing as Longman Hall

14. The Media and Elections: Choice of Candidates
Presidential candidates welcome invitations to appear on late night shows, and try to reformulate their messages in a light, comedic style that fits the program
Consistent with the media’s focus on personality is its highlighting of mistakes, gaffes and scandals by candidates
Copyright 2009 Pearson Education, Inc., Publishing as Longman Hall

15. Factors That Limit Media Influence on Public Opinion
Political Socialization
Recall and Comprehension
Audience Fragmentation
Selective perception
Selective exposure
Copyright 2009 Pearson Education, Inc., Publishing as Longman Hall

16. Campaign Events
Spin Control: Officials want to control information about themselves and their policies, including the way such information is framed and presented by the media
Copyright 2009 Pearson Education, Inc., Publishing as Longman Hall

17. Image Making and Media Consultants
Role of media consultants: Campaign professionals who provide candidates with advice and services on media relations, advertising strategy, and opinion polling
- Give advice on what colors to wear, how to behave and act on TV
- Use focus groups and public opinion polls to determine what the candidate says and does
- Media consultants have taken over the role party politicians formerly played
A portrait of Abraham Lincoln as “Abe the Rail Splitter”
Copyright 2009 Pearson Education, Inc., Publishing as Longman Hall

18. The Media and Voter Choice
Personality over substance
The horse race
Negative advertising
Information about issues
Election night reporting
Reporting on government
Fake news??
Copyright 2009 Pearson Education, Inc., Publishing as Longman Hall

19. The Media and Public Opinion
Copyright 2009 Pearson Education, Inc., Publishing as Longman Hall

20. The Media and Public Opinion
Copyright 2009 Pearson Education, Inc., Publishing as Longman Hall

21. Are the Media Biased?
Copyright 2009 Pearson Education, Inc., Publishing as Longman Hall

22. Are the Media Biased?
Copyright 2009 Pearson Education, Inc., Publishing as Longman Hall

23. Are the Media Biased?
Copyright 2009 Pearson Education, Inc., Publishing as Longman Hall