1. How does mass media shape our political system?

2. Do Now: Analyze this data! What does this chart reveal?
How are people getting their news these days?

3. What is “mass media?” Why is it called “Mass Media”?
Broadcast Media includes
Movies
Radio
Television
Internet & Social Networks
Print media includes
Newspapers
Magazines
Why is it called “Mass Media”?
The mass media influences everyone (both the elite and general public)
It both reflects and shapes public opinion about a wide variety of events and issues.

4. Assessment Today most Americans get their news from _______________.
a. Cable TV
b. the Internet
c. Radio
d. Local TV
e. Newspapers

5. Americans get informed by watching the local news more than any other news source.

6. DISCUSS!
How are diminishing television audiences changing the way politicians deliver their messages?

7. Conclusions: Old vs. New Media
The general public has moved from getting their news from “old” media sources (magazines and newspapers) to “new” media (social media platforms).

8. New Media vs. Old Media
“Old Media” refers to traditional marketing strategies that politicians used to utilize to get their messages out to voters.
“New Media” refers to alternative marketing strategies (internet, social media etc.) that more tech savvy politicians use to get their messages out to voters.

9. How does this shift impact the quality of the content that the public receives?

10. The news is owned and operated by four big corporations.
How could this affect the quality of reporting/news stories that the general public receives?

11. Big Business = Big Profits
The Disney Corporation bought ABC
General Electric acquired NBC
Viacom took over CBS
CNN become apart of time Warner

12. Advertisers can dictate the terms
Public broadcasting can better serve the public interests without worrying about the size of the audience!!
But these behemoth corporations rely on rating to drive advertising dollars.
Sometimes Advertisers can dictate the terms of what’s programmed!

13. Private vs. Public Journalism has been a big business in the US!
Virtually all media outlets are controlled by private businesses
Only a small handful of TV stations are publicly owned by the government
Rationale for private ownership is to avoid the government interfering with the content of the programming

14. Government oversight of electronic media
Federal Communications Commission (FCC)
Prevents monopolies by instituting rules to limit the stations owned by one company
1996 mandate made it illegal for one company to own 35% or more of the broadcast markets
Establishes rules and regulations to ensure that public interests are being supported (no illicit or obscene materials)
Issues laws mandating equal airtime to both political parties

15. Ratings Case Study #1- Ronald Reagan
When President Reagan addressed Congress during prime time in 1981 to speak about economic recovery it was covered by CBS, NBC, and ABC and received a Nielsen rating of 60 (3 out of 5 Americans viewed it!!) and 55% of Americans read the newspaper each day!

16. Ratings Case Study #2 - Barack Obama
As opposed to Reagan, when Obama went to Capitol Hill in 2009 to set forth his plan to confront the growing economic crisis (the Great Recession of 2008), it was covered live on CBS, NBC, and ABC - as well as Fox, Fox News, CNN, MSNBC, CNBC, Telemundo, and Univision.
Obama received a rating of 32 on just 10 channels. Also, only about 30% of people read the newspaper each day (as opposed to 55% in 1981)!

17. Mass Media and High-tech Politics
High-tech politics- politics in which the behavior of citizens and policymakers as well as the political agenda itself is increasingly shaped by technology!!
Politicians must use mass media to get their message out to the public - including television, radio, newspapers, magazine and the Internet (websites, youtube, social media platforms etc.)

18. DISCUSS!
In your group’s opinion, is there a difference between watching and reading the news? Justify your response.

20. Media Watchdogs
Pew Research Center for People & the Press has consistently found a clear majority reports that the press criticism of political leaders does more good than harm!
68% said that the press criticism of political leaders is worth it because it can prevent potential political corruption
21% believed that it keep political leaders from doing their jobs
Journalists believe that their job are to be social reformers

21. Decline of Newspapers
Daily newspapers are a product of the 19th century ad television has only been around since the first half of the 20th century.
Since the mid 19th century newspaper readership has declined (especially over the past several years)

22. Thomas Jefferson
Thomas Jefferson famously said, “If I had the to choose between government without newspapers, and newspapers without government, I wouldn’t hesitate to choose the later.”

23. Robert Putnam
And Robert Putnam in his highly influential book titled Bowling Alone finds that “those who read the news are more engaged and knowledgeable about the world than those who only watch the news.”

24. Should newspapers be protected by the government? Why or why not?
SUMMARY!
Should newspapers be protected by the government? Why or why not?