4. CAMPAIGNS & ELECTIONS NEWS GATHERING, CONDUCT, & COVERAGE COMMUNICATION BY POLITICIANS CITIZENS’ VOICING CONCERNS

6. TV MAIN EXPENSE MUST RAISE $$$ QUICKLY AND IN LARGE AMOUNTS EXPLOITATION OF FECA LOOPHOLES (SOFT $$$)

7. Published on Tuesday, March 6, 2001 in the New York TimesNew York Times Gouging Democracy: Report Accuses TV Stations of Raising Prices of Political Ads

9. $$$ CANDIDATE SPENDS GETS TO CONTROL THE MESSAGE BILLBOARDS, BANNERS, STICKERS, TV & RADIO ADS

10. Bush v. Gore Total Number of Spots Aired Nationwide (including candidate, party,and interest group ads)

11. Top 10 Markets in 2000 Presidential Race – By Count 1) ALBUQUERQUE-SANTA FE (9,758) 2) PORTLAND, OR (9,618) 3) PHILADELPHIA (9,021) 4) SEATTLE-TACOMA (9,015) 5) DETROIT (8,938) 6) GREEN BAY-APPLETON (8,551) 7) GRAND RAPIDS (8,349) 8) KANSAS CITY (8,251) 9) MILWAUKEE (8,139) 10) ST LOUIS (7,963) WHY?

12. More than Half of Ads in 2000 Competitive House Seats Aired by Parties and Groups N=161,496

13. More than One in Three Ads in 2000 Competitive Senate Seats Aired by Parties and Groups N=149,778

14. Most ads aired during news; morning shows, game shows NEWS 424,660 TODAY 43,089 GOOD MORNING AMERICA 37,862 EARLY SHOW 24,331 WHEEL OF FORTUNE 18,737 JEOPARDY! 16,898 OPRAH WINFREY 15,677 NIGHTLINE 14,004 JUDGE JUDY 13,425 LIVE WITH REGIS 11,841 WHY?

15. Top 10 Markets for Political Ads in 2000 – By Count 1) DETROIT (32,456) 2) ST LOUIS 3) SEATTLE-TACOMA 4) KANSAS CITY 5) GRAND RAPIDS 6) SPOKANE 7) FLINT-SAGINAW-BAY CITY 8) PHILADELPHIA 9) NEW YORK 10) SAN DIEGO WHY THESE LOCATIONS?

16. WHAT MEDIA CHOOSES TO AIR ABOUT CANDIDATE & POLITICIAN FOR NEWS AND TO BOOST RATINGS/READERSHIP

17. FREE MEDIA CANDIDATE/POLITICIAN IS FORCED TO RESORT TO TECHNIQUES TO ATTRACT MEDIA, GAIN EXPOSURE, & LESSEN CAMPAIGN COSTS

18. USE OF PROFESSIONAL AD AGENCIES, FOCUS GROUPS, HOLLYWOOD PRODUCERS, POLITICAL CONSULTING FIRMS FOR “SCRIPTED EVENTS”

19. SHORT “PITHY” QUOTES TO CAPTURE ATTENTION- NOT VERY SUBSTANTIVE, BUT STAY IN VOTERS’ MINDS

27. DO YOU SEE IT?

30. “SCRIPTED EVENTS” JUST LIKE SOUNDBITES CRAFTED & PACKAGED- EVOKE STRONG IMAGES, VERY PERSUASIVE “A PICTURE IS WORTH A THOUSAND WORDS”

31. “SCRIPTED EVENTS” WHAT IMAGES, IDEAS, PERCEPTIONS COME TO MIND FROM THE FOLLOWING “SCRIPTED EVENTS”?

32. CANDIDATES MUST ALSO DO THE UNUSUAL TO GET “FREE MEDIA”- SOMETIMES IT IS UNINTENTIONAL & THE WRONG TYPE OF COVERAGE

34. NATIONAL CONVENTIONS HAVE BECOME MEDIA SPECTACLES WITH IMPORTANT EVENTS HAPPENING DURING PRIME TIME TV VIEWING

36. SINCE CLINTON, THERE HAVE BEEN TOWN HALL DEBATES

38. SINCE IMAGES ON TV ARE PERMANENT AND CAN BE REPEATED, CANDIDATES NOW HAVE TO DO “DAMAGE CONTROL”- HAVE SPOKESPEOPLE EXPLAIN WHAT THE CANDIDATE MEANT BY WHAT WAS SAID

39. NEGATIVE CAMPAIGNING AVOID ISSUES & ATTACK PERSONALITY OF YOUR OPPONENT GREAT FOR TV BECAUSE OF OUR LUST FOR “SLEAZE”

40. LONG-TERM IMPACT DECREASE VOTER TURNOUT CREATES CYNICISM ABOUT CANDIDATES, POLITICIANS, AND THE PROCESS

41. WHAT DO THE FOLLOWING SAY ABOUT NEGATIVE CAMPAIGN ADVERTISING?

42. MEDIA HAS CAUSED CAMPAIGNS TO BECOME MORE INDIVIDUALIZED- PARTIES HAVE LOST CONTROL OF THE CANDIDATES

43. USE OF FOCUS GROUPS CANDIDATES USING SMALL GROUPS OF LIKELY VOTERS TO TRY OUT ADS, SPEECHES, SOUNDBITES, AND OTHER STRATEGY

44. USE OF TECHNOLOGY PHONE BANKS POLLS FAXES COMPUTERS DESIGNED TO MANIPULATE MEDIA & INFLUENCE VOTERS

45. IMPACT #2 HOW NEWS IS GATHERED, CONDUCTED, & COVERED

46. FUNCTION #1 OF PRESS GATEKEEPER- DETERMINING WHAT IS OR IS NOT NEWSWORTHY

47. WATCHDOG- INVESTIGATION, BACKGROUND, & IMPACT STORIES FUNCTION #2

48. SCOREKEEPER- WHO’S WINNING, WHO’S LOSING, WHO’S UP, WHO’S DOWN FUNCTION #3

49. MEDIA IS VERY COMPETITIVE- SCANDAL & CORRUPTION SELLS

51. NARROW- NOT BROADCASTING IS THE TREND- SO MANY IN THE BUSINESS, THEY NOW TARGET SELECTED AUDIENCES

52. more than 1,500 -including nearly 1,000 stations affiliated with the five major networks - NBC, ABC, CBS, FOX, and PBS; in addition, there are about 9,000 cable TV systems TV STATIONS

53. SO WHAT IS DETERMINED TO BE NEWSWORTHY?

54. NEWS PROGRAMS NOW HAVE TO HAVE MORE THAN ONE PERSON “DOING NEWS”

56. EACH HAS TO DO SOMETHING DIFFERENT & ATTRACT VIEWERS

57. USE OF SPIN DOCTORS- SO-CALLED EXPERTS WHO BREAK DOWN & ANALYZE

58. APPEAL TO LOW LEVELS OF SOPHISTICATION- LACK OF DEPTH OF COVERAGE

59. COMPARE THE GRADE LEVEL OF THESE SPEECHES TO THE NEXT SLIDE!

60. GRADE LEVEL OF 2000 TV DEBATES

62. Question to media: will you change the way you cover the private lives of politicians? 1998 POLL: POST- LEWINSKY SCANDAL

63. JUNKYARD (ATTACK) DOG MENTALITY- IT’S WHAT YOU HAVE TO DO TO GET AHEAD IN THE MEDIA PROFESSION

64. POLTICIANS ARE REGARDED AS “PROPS” TO BE USED AND ABUSED BY MEDIA

65. FOCUS HAS GONE FROM NEWS AND POLICY TO PERSONALITY AND PRIVACY

66. RELATIONSHIP HAS BECOME A 2-EDGED SWORD- ADVERSARIAL, YET BOTH NEED EACH OTHER

68. POLITICIANS REFER TO MEDIA AS “THE BEAST”

70. POLITICIANS KNOW WHAT THEY SAY WILL BE LIMITED BY TV & PRESS TIME CONSTRAINTS

71. WHAT MESSAGES ARE BEING SENT BY OUR CURRENT PRESIDENT FROM THE FOLLOWING PHOTO-OPS?

72. INCREASED USE OF STAFF AS A BUFFER & SHIELD FROM PRESS ATTACKS- LIMITING ACCESS TO PRESS

73. WHO IS DANA PERINO?

75. INTENTIONAL NEWS LEAK FOR THE PURPOSE OF ASSESSING THE POLITICAL REACTION

76. CANNED RELEASES AT PRESS DEADLINES- PRESS CAN’T CHANGE OR INVESTIGATE

77. HOW DOES THIS RELATE TO THE PREVIOUS SLIDE?

78. INCREASED RELIANCE ON POLLS- POLITICIANS KNOW THE PRESS WILL INVESTIGATE, BUT IF PUBLIC OPINION IS BEHIND THEM, THEY DON’T CARE

79. BYPASS NATIONAL PRESS AND GO LOCAL QUESTIONS EASIER AND NOT AS MUCH SCRUTINY

80. CONGRESS IT’S DIFFERENT- MEDIA EXPOSURE IS ESSENTIAL TO REELECTION

81. MEDIA EXPOSURE IS PART OF THE “CONSTANT CAMPAIGN”

82. ENHANCES POPULARITY, INFLUENCE & PRESTIGE

84. Seventy million Americans rely on broadcast television for their news. They form opinions based on what they hear and see and to a lesser extent, read.

85. Since citizens cannot cast informed votes or make knowledgeable decisions on matters of public policy if the information on which they depend is distorted, it is vital to American democracy that television news and other media be fair and unbiased.

86. Citizens suffer from selective attention: they only hear or see what they want to.

87. BASED ON THE THEORY OF SELECTIVE ATTENTION, WHAT DO MOST PEOPLE DO WHEN THEY WATCH THE DEBATES?

88. HOW DOES SELECTIVE ATTENTION WORK WITH NEWSPAPERS?

89. HYPER-DEMOCRACY-TOO MUCH INFORMATION?

90. WHAT IS THE PROBLEM WITH TOO MUCH INFO?

91. TO MOST AMERICANS WHICH IS MOST BELIEVABLE? WHY?

92. AMERICANS BELIEVE WHAT THEY SEE ON TV THE MOST WHAT ARE THE MAJOR PROBLEMS WITH WHAT WE SEE ON TV?

93. WE HAVE BECOME SKEPTICAL & CYNICAL BECAUSE OF MEDIA COVERAGE- GOOD OR BAD?

95. RARELY DOES THE MEDIA CONVERT- RATHER IT REINFORCES OUR ALREADY EXISTING BELIEFS

96. BOTTOM LINE- MEDIA INFLUENCES THE CRITERIA BY WHICH CITIZENS EVALUATE ISSUES AND LEADERS

97. FOOD FOR THOUGHT: HAS THE RISE OF THE INFORMATION SOCIETY BROUGHT ABOUT THE RISE OF THE INFORMED SOCIETY?