1. AM GOV 2010 Joseph A. Losco Ralph E. Baker

2. MEDIA Chapter 10

3. As You Read How have the media and media consumption changed over the years? How have the media and media consumption changed over the years? What are the major characteristics of mass media in America? What are the major characteristics of mass media in America? How do the media cover political campaigns and government actions? How do the media cover political campaigns and government actions? 3© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

4. EVOLVING CIVIC LIFE AND MEDIA CHANGES Colonial newspapers played an important role in promoting discussion of political issues and preparing colonists for the idea of independence. Colonial newspapers played an important role in promoting discussion of political issues and preparing colonists for the idea of independence. In the era of the partisan press, parties paid newspapers to promote their points of view. In the era of the partisan press, parties paid newspapers to promote their points of view. New printing technology made newspapers much cheaper in the 1830s, freeing the press from financial dependence on parties. New printing technology made newspapers much cheaper in the 1830s, freeing the press from financial dependence on parties. 4© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

5. EVOLVING CIVIC LIFE AND MEDIA CHANGES Sensationalistic reporting, called “yellow journalism,” gained enormous popularity in the late 1800s. Sensationalistic reporting, called “yellow journalism,” gained enormous popularity in the late 1800s. In the early1900s, aggressive investigative journalism, called “muckraking,” helped to expose corruption and social injustice. In the early1900s, aggressive investigative journalism, called “muckraking,” helped to expose corruption and social injustice. Newspapers abandoned yellow journalism and emphasized objective journalism in the early twentieth century. Newspapers abandoned yellow journalism and emphasized objective journalism in the early twentieth century. 5© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

6. EVOLVING CIVIC LIFE AND MEDIA CHANGES Radio provided the first alternative mass media in the 1920s; television added another in the 1950s. Radio provided the first alternative mass media in the 1920s; television added another in the 1950s. Voters are more likely to turn to television for political information than any other single source. Voters are more likely to turn to television for political information than any other single source. Newspaper circulation has declined dramatically since its peak in 1985. Newspaper circulation has declined dramatically since its peak in 1985. 6© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

7. EVOLVING CIVIC LIFE AND MEDIA CHANGES Americans between the ages of 18 and 29 are much less attentive to news than are members of any other generation. Americans between the ages of 18 and 29 are much less attentive to news than are members of any other generation. Young people are more likely to report using the Internet to gather information and are more skeptical of traditional news sources. Young people are more likely to report using the Internet to gather information and are more skeptical of traditional news sources. The young have also turned to social networks to engage in political activity. The young have also turned to social networks to engage in political activity. Narrowcasting, programming directed to a specific population segment, has changed the way citizens receive messages from political leaders. Narrowcasting, programming directed to a specific population segment, has changed the way citizens receive messages from political leaders. 7© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

8. THE MEDIA ENVIRONMENT IN AMERICA Private individuals have always owned the nation’s media outlets. Private individuals have always owned the nation’s media outlets. Ownership of U.S. media outlets is becoming more highly concentrated. Ownership of U.S. media outlets is becoming more highly concentrated. Because the number of broadcasting frequencies is limited, the government regulates use of the airwaves. Because the number of broadcasting frequencies is limited, the government regulates use of the airwaves. 8© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

9. THE MEDIA ENVIRONMENT IN AMERICA The Federal Communications Commission (FCC) sets limits on private ownership of broadcast stations. The Federal Communications Commission (FCC) sets limits on private ownership of broadcast stations. The FCC also makes rules affecting the content of radio and TV broadcasts. The FCC also makes rules affecting the content of radio and TV broadcasts. 9© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

10. THE MEDIA ENVIRONMENT IN AMERICA Today’s TV news emphasizes celebrities, life- style, and human-interest stories. Today’s TV news emphasizes celebrities, life- style, and human-interest stories. The national media has embraced “attack journalism,” which is hostile toward government, political processes, and politicians. The national media has embraced “attack journalism,” which is hostile toward government, political processes, and politicians. Despite studies to the contrary, many people believe the media has a liberal bias. Despite studies to the contrary, many people believe the media has a liberal bias. The U.S. news media provides generally balanced coverage, with many specialized outlets catering to particular points of view. The U.S. news media provides generally balanced coverage, with many specialized outlets catering to particular points of view. 10© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

11. MEDIA AND POLITICAL CAMPAIGNS The broadcast of a candidate’s activities or messages as news items is known as “free media” or “earned media.” The broadcast of a candidate’s activities or messages as news items is known as “free media” or “earned media.” Campaign handlers stage free-media events to show candidates at maximum advantage. Campaign handlers stage free-media events to show candidates at maximum advantage. Candidates attempt to “spin” the news―convince the media to apply a particular interpretation to a story. Candidates attempt to “spin” the news―convince the media to apply a particular interpretation to a story. 11© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

12. MEDIA AND POLITICAL CAMPAIGNS Presidential debates offer an opportunity to compare candidates side by side. Presidential debates offer an opportunity to compare candidates side by side. Candidates must look as well as sound presidential in a presidential debate. Candidates must look as well as sound presidential in a presidential debate. Challengers have more to gain from debating than incumbents. Challengers have more to gain from debating than incumbents. A candidate must come across as someone the audience would like to invite into their homes. A candidate must come across as someone the audience would like to invite into their homes. 12© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

13. MEDIA AND POLITICAL CAMPAIGNS Advertising, particularly television advertising, is a staple of modern presidential campaigns. Advertising, particularly television advertising, is a staple of modern presidential campaigns. Since the 1996 presidential elections, the Internet has become an increasingly important part of political campaigns. Since the 1996 presidential elections, the Internet has become an increasingly important part of political campaigns. The Internet has became a major tool for identifying potential supporters. The Internet has became a major tool for identifying potential supporters. Blogging has helped democratize the media by allowing individuals to communicate to mass audiences. Blogging has helped democratize the media by allowing individuals to communicate to mass audiences. 13© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

14. MEDIA AND POLITICAL CAMPAIGNS The media cover politics a lot like they cover sports, as if campaigns were a game. The media cover politics a lot like they cover sports, as if campaigns were a game. Media stress winning and losing; strategy and tactics get more attention than policy positions Media stress winning and losing; strategy and tactics get more attention than policy positions The favorite game reference in political coverage is the horse race The favorite game reference in political coverage is the horse race The game approach fits with the media’s cynical approach to politics in general The game approach fits with the media’s cynical approach to politics in general 14© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

15. MEDIA AND POLITICAL CAMPAIGNS The private lives and personal failures of candidates are now considered fair game for reporters. The private lives and personal failures of candidates are now considered fair game for reporters. Public opinion polls created a new dynamic for election night reporting. Public opinion polls created a new dynamic for election night reporting. The media are tempted to predict the winners on the basis of the polls, rather than wait for the vote count The media are tempted to predict the winners on the basis of the polls, rather than wait for the vote count Exit polls allow pollsters to determine voting trends before the polls close Exit polls allow pollsters to determine voting trends before the polls close 15© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

16. GOVERNMENT COVERAGE IN THE MEDIA The relationship between the media and the president has always contained some acrimony. The relationship between the media and the president has always contained some acrimony. As the press became more independent and professional, presidents became more sophisticated in their dealings with reporters. As the press became more independent and professional, presidents became more sophisticated in their dealings with reporters. 16© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

17. GOVERNMENT COVERAGE IN THE MEDIA Presidents have increasingly sought to manage media coverage in various ways. Presidents have increasingly sought to manage media coverage in various ways. The president’s press secretary exercises some control over the topics discussed at press conferences The president’s press secretary exercises some control over the topics discussed at press conferences The president is briefed about the questions likely to arise and has set responses The president is briefed about the questions likely to arise and has set responses Lower-level officials receive talking points—prepared arguments supporting their policies and positions Lower-level officials receive talking points—prepared arguments supporting their policies and positions The administration also controls its message through press releases The administration also controls its message through press releases 17© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

18. GOVERNMENT COVERAGE IN THE MEDIA With so many members, it is more difficult for the media to cover Congress. With so many members, it is more difficult for the media to cover Congress. Congress lacks a single leader to act as spokesperson Congress lacks a single leader to act as spokesperson The media focus on congressional party leaders, committee chairs and—for local media—local legislators The media focus on congressional party leaders, committee chairs and—for local media—local legislators The national media treat Congress with great cynicism. The national media treat Congress with great cynicism. 18© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

19. GOVERNMENT COVERAGE IN THE MEDIA The activities of the Supreme Court are cloaked in secrecy; this makes coverage difficult. The activities of the Supreme Court are cloaked in secrecy; this makes coverage difficult. Media reports deal with ideological splits on the Court, and winners and losers in particular cases Media reports deal with ideological splits on the Court, and winners and losers in particular cases Americans are more familiar with state trial courts than they are with the U.S. Supreme Court Americans are more familiar with state trial courts than they are with the U.S. Supreme Court 19© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

20. THE MEDIA AND CIVIC ENGAGEMENT TODAY Newspaper readership has declined sharply. Newspaper readership has declined sharply. Americans today are much less likely to believe that media protects democracy. Americans today are much less likely to believe that media protects democracy. Wide selection of media outlets today means that many people can avoid news programming altogether. Wide selection of media outlets today means that many people can avoid news programming altogether. Greater media choice has also widened the knowledge gap between those who like the news and those who prefer entertainment. Greater media choice has also widened the knowledge gap between those who like the news and those who prefer entertainment. 20© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

21. Coverage, Credibility Concerns Recede as Financial Worries Soar 21© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

22. Percentage Change in Ad Spending by Medium – 2007 to 2008 22© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

23. Where Do You Get Most of Your National and International News? 23© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

24. Presidential Campaign News: Internet Boom in 2008 24© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

25. Newspaper Readership: Print and Online 25© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

26. How Voters Share Their Experiences on Election Day 26© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

27. Media Use for 2008 Primaries Among People Ages 18–29 27© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

28. Changing Focus of the News Topics Gaining or Losing Space 28© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

29. Searching for News with a Point of View 29© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

30. Top 10 Social Networks Re-Rank 30© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

31. Public Criticizes Many Aspects of Campaign Coverage 31© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

32. Tone of Coverage: MSNBC vs. FOX 32© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

33. Morning Shows Emphasized Democratic Race 33© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

34. Blog Ranking – April 2009 34© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

35. Changing D.C. Press Corps 35© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

36. Democracy and the News 36© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

37. New Patterns of News For a New Generation 37© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

38. Top 10 Topics on The Daily Show 38© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

39. Hot or Not? Do celebrity scandals receive too much media coverage? 39

40. Get Involved Interview the news director of a local television station or the editor of your local paper. Find out what he or she uses to determine what makes the headlines and what is left out. Would you make the same choices? 40© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

41. Summary How have the media and its consumption changed over the years? How have the media and its consumption changed over the years? There has been a steady decline in the use of newspapers, a decline in news consumption among the young, and increased fragmentation of audiences due to narrowcasting. 41© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

42. Summary What are the major characteristics of mass media in America? What are the major characteristics of mass media in America? Mass media in America are privately owned, are subject to government regulation, and place an emphasis on entertainment. News is often treated in an adversarial manner and many Americans believe coverage is biased. 42© 2010 The McGraw-Hill Companies, Inc. All rights reserved.

43. Summary How do the media cover political campaigns and government actions? How do the media cover political campaigns and government actions? The media focus on polls, campaign strategy, and the character of the candidates, rather than on issues. 43© 2010 The McGraw-Hill Companies, Inc. All rights reserved.