1. Copyright © 2011 Pearson Education, Inc. Publishing as Longman

3. Chapter 7: The Mass Media and The Political Agenda The Mass Media Today The Development of Media Politics Reporting the News The News and Public Opinion Policy Entrepreneurs and Agenda Setting Understanding the Mass Media Summary

4. Copyright © 2011 Pearson Education, Inc. Publishing as Longman Chapter Outline and Learning Objectives The Mass Media Today LO 7.1: Describe how American politicians choreograph their messages through the mass media. The Development of Media Politics LO 7.2: Outline the key developments in the history of mass media and American politics.

5. Copyright © 2011 Pearson Education, Inc. Publishing as Longman Chapter Outline and Learning Objectives Reporting the News LO 7.3: List the major criteria that determine which news stories receive the most media attention. The News and Public Opinion LO 7.4: Analyze the impact the media has on what policy issues Americans think about.

6. Copyright © 2011 Pearson Education, Inc. Publishing as Longman Chapter Outline and Learning Objectives Policy Entrepreneurs and Agenda Setting Policy Entrepreneurs and Agenda Setting LO 7.5: Explain how policy entrepreneurs employ media strategies to influence the public agenda. Understanding the Mass Media LO 7.6: Assess the impact of the mass media on the scope of government and democracy in America.

7. The Mass Media Today LO 7.1: Describe how American politicians choreograph their messages through the mass media. High-Tech Politics Politics in which the behavior of citizens, policymakers, and the political agenda are shaped by technology. Mass Media Television, radio, newspapers, magazines, Internet, and other means of popular communication. To Learning Objectives Copyright © 2011 Pearson Education, Inc. Publishing as Longman

8. The Mass Media Today Media Events Events that are purposely staged for the media and that are significant just because the media are there. Politicians often stage activities primarily for the benefit of TV cameras. To Learning Objectives LO 7.1

9. To Learning Objectives LO 7.1 Copyright © 2011 Pearson Education, Inc. Publishing as Longman

10. The Mass Media Today News Management by Reagan Plan ahead; stay on the offensive; control the flow of information; and limit the reporters’ access to president. Talk about the issues you want to talk about; speak in one voice; and repeat the same message many times. To Learning Objectives LO 7.1

11. The Development of Media Politics LO 7.2: Outline the key developments in the history of mass media and American politics. Press Conferences Public officials and reporters. Investigative Journalism Reporting to unearth scandals, scams, and schemes. Print Media Newspapers and magazines. Electronic Media Radio, television, and Internet. To Learning Objectives Copyright © 2011 Pearson Education, Inc. Publishing as Longman

12. The Development of Media Politics The Print Media The Emergence of Radio and Television Government Regulation of Electronic Media From Broadcasting to Narrowcasting: The Rise of Cable and Cable News The Impact of the Internet Private Control of the Media To Learning Objectives LO 7.2

13. Copyright © 2011 Pearson Education, Inc. Publishing as Longman The Development of Media Politics The Print Media Yellow Journalism – Sensational style of reporting characterized newspapers at the turn of the century. Chains – Groups of newspapers published by media conglomerates and today accounting for over four-fifths of the nation’s daily newspaper circulation. To Learning Objectives LO 7.2

14. Copyright © 2011 Pearson Education, Inc. Publishing as Longman The Development of Media Politics The Emergence of Radio and Television Brought government and politics into peoples’ homes with events like the Vietnam War. Politicians’ appearances and mannerisms are more important like events such as the Kennedy-Nixon presidential debates. To Learning Objectives LO 7.2

15. Copyright © 2011 Pearson Education, Inc. Publishing as Longman Copyright 2009 Pearson Education, Inc., Publishing as Longman Hall The Impact of Broadcasting Franklin D. Roosevelt was the first president to recognize the effectiveness of radio to reach the public

16. Copyright © 2011 Pearson Education, Inc. Publishing as Longman The Development of Media Politics Government Regulation of Electronic Media The Federal Communications Commission (FCC) regulates the use of airwaves to (1) prevent near monopoly control of market, (2) review the performance of stations, and (3) issue fair treatment rules for politicians. To Learning Objectives LO 7.2

17. Copyright © 2011 Pearson Education, Inc. Publishing as Longman Regulation of the Media The national government oversees TV and radio licensing, financing, and even content

18. Copyright © 2011 Pearson Education, Inc. Publishing as Longman The Development of Media Politics From Broadcasting to Narrowcasting: The Rise of Cable and Cable News Narrowcasting – Media program on cable TV or Internet that is focused on one topic and aimed at a particular audience. Cable TV news channels can bring the news to people and political leaders as it happens. To Learning Objectives LO 7.2

19. To Learning Objectives LO 7.2 Copyright © 2011 Pearson Education, Inc. Publishing as Longman

20. The Development of Media Politics The Impact of the Internet Internet facilitates communication about politics in every conceivable direction. Potential to inform Americans about politics. People choose what to learn about. Blogs provide additional information about news stories. To Learning Objectives LO 7.2

21. Copyright © 2011 Pearson Education, Inc. Publishing as Longman Copyright 2009 Pearson Education, Inc., Publishing as Longman Hall 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

22. Copyright © 2011 Pearson Education, Inc. Publishing as Longman

24. To Learning Objectives LO 7.2 Copyright © 2011 Pearson Education, Inc. Publishing as Longman

25. The Development of Media Politics Private Control of the Media Media is independent in what they can report and totally depend on advertising revenues. Primary objective is getting the biggest possible audience. Chains – Massive media conglomerates that account for over 80% of the nation’s daily newspaper circulation. To Learning Objectives LO 7.2

26. 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, The Wall Street Journal, HarperCollins Publishers, MySpace.com, and TV Guide, which has the largest magazine circulation in the U.S.

27. Reporting the News LO 7.3: List the major criteria that determine which news stories receive the most media attention. Finding the News Presenting the News Bias in the News To Learning Objectives Copyright © 2011 Pearson Education, Inc. Publishing as Longman

28. Reporting the News Finding the News Beats – Specific locations from which news frequently emanates, like Congress or White House. Trial Balloons – An intentional news leak for the purpose of assessing political reaction. Reporters and their sources depend on each other for stories and to get them out. To Learning Objectives LO 7.3

29. Copyright © 2011 Pearson Education, Inc. Publishing as Longman Reporting the News Presenting the News Superficial describes most news coverage today. Sound Bites – Short video clips of approximately 10 seconds. Major TV networks devote less time to covering political candidates. To Learning Objectives LO 7.3

30. Copyright © 2011 Pearson Education, Inc. Publishing as Longman Reporting the News Bias in the News Many people believe the news is biased in favor of one point of view. Generally is not very biased toward a particular ideology. News reporting is biased towards what will draw the largest audience such as good pictures and negative reporting. To Learning Objectives LO 7.3

31. To Learning Objectives LO 7.3 Copyright © 2011 Pearson Education, Inc. Publishing as Longman

32. The News and Public Opinion LO 7.4: Analyze the impact the media has on what policy issues Americans think about. Media Can Affect What Americans Think About By increasing public attention to specific problems, the media influence how the public evaluates political leaders. By emphasizing one event over others, the media can have an effect on how the public evaluates specific events. To Learning Objectives Copyright © 2011 Pearson Education, Inc. Publishing as Longman

33. 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

34. Policy Entrepreneurs and Agenda Setting LO 7.5: Explain how policy entrepreneurs employ media strategies to influence the public agenda. Policy Agenda Issues that attract the serious attention of public officials and other people involved in politics at the time. Policy Entrepreneurs People in or out of government who invest their political “capital” in an issue they want on the policy agenda. To Learning Objectives Copyright © 2011 Pearson Education, Inc. Publishing as Longman

35. Policy Entrepreneurs and Agenda Setting Policy Entrepreneurs’ Weapons Press releases and conferences; letter writing; convincing reporters and columnists to tell their side of the story; and trading personal contacts. People in power can also use a news leak, a carefully placed bit of inside information that is given to a friendly reporter. To Learning Objectives LO 7.5

36. Understanding the Mass Media LO 7.6: Assess the impact of the mass media on the scope of government and democracy in America. The Media and the Scope of Government Democracy and the Media To Learning Objectives Copyright © 2011 Pearson Education, Inc. Publishing as Longman

37. Understanding the Mass Media The Media and the Scope of Government Media as watchdog restricts politicians. New proposals are met with skepticism which restricts scope of government, what it can do. Media reports problem and force government to address it which expands the scope of government. To Learning Objectives LO 7.6

38. Copyright © 2011 Pearson Education, Inc. Publishing as Longman Understanding the Mass Media Democracy and the Media Information is the fuel of democracy. But news provides more entertainment than information; it is superficial. News is a business, giving people what they want. To Learning Objectives LO 7.6

39. Copyright © 2011 Pearson Education, Inc. Publishing as Longman LO 7.1 Summary The Mass Media Today Politicians stage media events for the primary purpose of getting attention from the media. These events are artfully stage-managed to present the intended message. Campaign commercials are also carefully crafted to convey specific images and information. To Learning Objectives

40. Copyright © 2011 Pearson Education, Inc. Publishing as Longman Media events are purposely staged and are significant just because the media are A.high-tech. B.there. C.technology. D.politics. To Learning Objectives LO 7.1

41. Copyright © 2011 Pearson Education, Inc. Publishing as Longman Media events are purposely staged and are significant just because the media are A.high-tech. B.there. C.technology. D.politics. To Learning Objectives LO 7.1

42. Copyright © 2011 Pearson Education, Inc. Publishing as Longman LO 7.2 Summary The Development of Media Politics Newspapers were long the dominant media for news. Since the emergence of television they have been on the decline. Internet accelerated the decline of newspaper reading and newspapers failed to establish profitability for their online editions. To Learning Objectives

43. Copyright © 2011 Pearson Education, Inc. Publishing as Longman LO 7.2 Summary The Development of Media Politics (cont.) Nightly network news broadcasts on CBS, NBC, and ABC were the #1 means by which Americans got their news from the 1960s through the 1980s. Since cable and cable news they have seen their audiences shrink as TV has moved from broadcasting to the narrowcasting era. To Learning Objectives

44. Copyright © 2011 Pearson Education, Inc. Publishing as Longman LO 7.2 Summary The Development of Media Politics (cont.) The Internet provides more access to political information than ever possible before. Campaigns and political activists have been able to use the Internet to organize for political action and to get specially targeted messages out. To Learning Objectives

45. Copyright © 2011 Pearson Education, Inc. Publishing as Longman The trend toward more negative and cynical news coverage began during the A.Great Depression. B.Korean War. C.Vietnam War. D.Persian Gulf War. To Learning Objectives LO 7.2

46. Copyright © 2011 Pearson Education, Inc. Publishing as Longman The trend toward more negative and cynical news coverage began during the A.Great Depression. B.Korean War. C.Vietnam War. D.Persian Gulf War. To Learning Objectives LO 7.2

47. Copyright © 2011 Pearson Education, Inc. Publishing as Longman LO 7.3 Summary Reporting the News The media define “news” largely as events that are unusual and out of the ordinary. Because of economic pressures, the media are biased in favor of stories with high drama that will attract people’s interest instead of extended analyses of complex issues. To Learning Objectives

48. Copyright © 2011 Pearson Education, Inc. Publishing as Longman Which of the following factors best account(s) for what is considered newsworthy? A.A story’s high entertainment value. B.A story’s high informational value. C.A story’s high political value. D.All of the above. To Learning Objectives LO 7.3

49. Copyright © 2011 Pearson Education, Inc. Publishing as Longman Which of the following factors best account(s) for what is considered newsworthy? A.A story’s high entertainment value. B.A story’s high informational value. C.A story’s high political value. D.All of the above. To Learning Objectives LO 7.3

50. Copyright © 2011 Pearson Education, Inc. Publishing as Longman LO 7.4 Summary The News and Public Opinion Media shapes the political agenda. What issues Americans think about is very influenced by which issues the media choose to cover. The media are like a searchlight, bringing one episode and then another out of darkness and into the public eye. To Learning Objectives

51. Copyright © 2011 Pearson Education, Inc. Publishing as Longman Which of the following characterizes how media affect public opinion? A.Media affect which issues the public finds to be important. B.Media affect the public’s evaluation of elected officials. C.Media affect knowledgeable citizens’ policy agendas. D.All of the above. To Learning Objectives LO 7.4

52. Copyright © 2011 Pearson Education, Inc. Publishing as Longman Which of the following characterizes how media affect public opinion? A.Media affect which issues the public finds to be important. B.Media affect the public’s evaluation of elected officials. C.Media affect knowledgeable citizens’ policy agendas. D.All of the above. To Learning Objectives LO 7.4

53. Copyright © 2011 Pearson Education, Inc. Publishing as Longman LO 7.5 Summary Policy Entrepreneurs and Agenda Setting Policy entrepreneurs seek to influence the policy agenda by getting the media to pay attention to the issues that concern them. They use strategies to obtain media coverage, including press releases, press conferences, letter writing, and staging dramatic events. To Learning Objectives

54. Copyright © 2011 Pearson Education, Inc. Publishing as Longman Policy entrepreneurs’ arsenal of weapons includes A.press releases. B.press conferences. C.letter writing. D.all of the above. To Learning Objectives LO 7.5

55. Copyright © 2011 Pearson Education, Inc. Publishing as Longman Policy entrepreneurs’ arsenal of weapons includes A.press releases. B.press conferences. C.letter writing. D.all of the above. To Learning Objectives LO 7.5

56. Copyright © 2011 Pearson Education, Inc. Publishing as Longman LO 7.6 Summary Understanding the Mass Media The media’s role as a watchdog over government sometimes constrains expansions of the scope of government by being skeptical about what government can accomplish. On the other hand, media crusades against injustice sometimes serve to encourage government to take on increased responsibilities. To Learning Objectives

57. Copyright © 2011 Pearson Education, Inc. Publishing as Longman LO 7.6 Summary Understanding the Mass Media (cont.) The media’s superficial coverage of policy issues is criticized by many democratic theorists. Yet, members of the media argue in their own defense that they are only providing the sort of coverage of politics that draws the biggest audiences. To Learning Objectives

58. Copyright © 2011 Pearson Education, Inc. Publishing as Longman Television’s emphasis on the individual has the effect of encouraging A.greater news coverage of the Supreme Court. B.greater news coverage of Congress. C.greater news coverage of ordinary voters. D.greater news coverage of the presidency. To Learning Objectives LO 7.6

59. Copyright © 2011 Pearson Education, Inc. Publishing as Longman Television’s emphasis on the individual has the effect of encouraging A.greater news coverage of the Supreme Court. B.greater news coverage of Congress. C.greater news coverage of ordinary voters. D.greater news coverage of the presidency. To Learning Objectives LO 7.6

60. Copyright © 2011 Pearson Education, Inc. Publishing as Longman Text Credits 221: The American Journalist in the 21 st Century by David H.Weaver et al. Copyright 2007 by TAYLOR & FRANCIS GROUP LLC-BOOKS. Reproduced with permission of TAYLOR & FRANCIS GROUP LLC-BOOKS in the format Textbook via Copyright Clearance Center.

61. Copyright © 2011 Pearson Education, Inc. Publishing as Longman Photo Credits 216L: Chip Somodevilla/Getty Images 216R: Diana Walker/Time and Life Pictures/Getty 219: AP Photos 225: AP Photos; 230: Used with permission of Matt Wuerker and The Cartoonist Group. All Rights Reserved 232: Robyn Beck/Getty Images