1. Media “The 4 th Branch of Government”

2. Functions of the Media Entertainment News Agenda setting – ability of the media to draw public attention to certain issues and to ignore other issues Political forum – place to make announcements or advertise government The media and public officials have a love- hate relationship

3. Journalism in American Political History The Party Press –Parties created and subsidized various newspapers The Popular Press –Associated Press 1848; objective reporting –Yellow Journalism Magazines of Opinion –These magazines were against Yellow Journalism –Ex. Nation, Atlantic, Harper’s, McClures

4. Journalism in American Political History Electronic Journalism –Presidents are routinely covered –Others (members of Congress) must attack the President or male controversial statements The Internet –This is becoming most important

5. The National Media Wire Services –AP, United Press International National Magazines –Time, Newsweek, World Report Television Networks –ABC, CBS, NBC, CNN, Fox News Newspapers –New York Times, Washington Post- two local newspapers that have acquired national influence

6. Roles Played by the Media Gatekeeper: what is news, for how long –Auto safety, water pollution, education, etc. Scorekeeper: who is winning or losing –Winner in political debates, attention to Iowa Watchdog: investigate personalities, expose scandals –Clinton, Nixon, etc.

7. FCC Federal Communications Commission Controls the media, no one may operate radio or TV stations without their license –License Renewal- 7 years for radio, 5 years for television Who are they? – 5 members (no more than 3 from the same political party) nominated by US President for 5 years.

8. Other Regulations Equal Time Rule Right of Reply Rule Political Editorializing Rule

9. Impact of Media on Politics “sound bites” – second long segments Stories/political messages are shortened, and made to seem less complex than reality People are less likely to take media cues on matters that effect them personally

10. Media and Political Campaigns Advertising – very expensive on TV, way to reach many voters, raising campaign costs News coverage – “free” coverage, politicians will attempt to create events where media will attend for free publicity –Spin doctor – one who tries to influence journalists with interpretations of events that are favorable to the candidate Presidential Debates