1. Unit III Module 3 Media AP Gov Miller

2. Objectives By the end of this module, SWBAT Understand and explain the “love-hate” relationship politicians have with the media Describe how the myth of the “liberal” media developed and then de-bunk that myth Explain how PACs use the media and the evolution of the Super PAC Describe the role of the “spin doctor” in elections and campaigns

3. All About Image Kennedy-Nixon first televised debate Radio listeners thought Nixon won TV viewers favored Kennedy Since then, TV has come to dominate the political scene Some argue that reliance on TV and images has weakened the voters’ political discourse

4. A Love Story Political figures need a favorable relationship to the media Best way to connect with voters since the 20 th Century began – electronic media Newspapers, magazines reigned during the 18 th and 19 th centuries Media exposure tends to favor incumbents (those already in office) versus challengers More name recognition More influence on interest groups and their PACs

5. Haters Gonna Hate Media can quickly turn on politicians who are either scandalized or commit gaffes on sound bytes or written quotes Very hard if not impossible to recover Romney’s binders Palin’s view of Russia Bush Sr.’s “read my lips” speech Quayle’s infamous misspelling Seemingly minor incidents can easily get blown out of proportion

6. The Nature of Political Press Increasingly more and more coverage done by pundits, not news reporters Pundits blend reporting with editorializing – blend of facts and opinion These pundits often have their own shows on cable networks that seem like news programs Oftentimes, rank and file voters can’t tell the difference between pure news broadcast and pundits aka “talking heads” If these pundits are too skewed in their views or knowingly biased then they are called “hacks”

7. Liberal Media? Most political scientists used to think that the media had a liberal bias in the 20 th Century Since the year 2000, however, many media outlets have been bought by major corporations ABC owned by Disney The FOX conglomerate Viacom owning CBS Corporate interests tend to be conservative and their employees might lean towards being liberal – liberalizing effect is negated

8. Liberal Media? Cable and satellite radio have created so many different outlets for programs that there are outlets which cater to both conservative, liberal and moderate viewers/listeners The same is true for websites and blogs – so many options means that neither ideological side has a real advantage

9. Super PACs – a conservative edge? The media might actually yield an advantage for conservatives via the infamous Super PAC Super PACs most prevalent during presidential campaigns Spawned by Citizens United Supreme Court decision Can make “independent expenditures” on “issue ads” CANNOT campaign directly for any given candidate

10. Super PACs – a conservative edge? Super PACs are allowed to spend unlimited funds on their television, radio, and Internet campaigns Might provide conservative interest groups (corporate groups) an advantage Might translate into more success for conservative Republican, moderate Democratic candidates

11. Spin to Win The ability to anticipate media reactions and use them to a candidate’s advantage crucial to winning elections Campaigns rely on media experts known as “spin doctors” to aid them in this respect Normally, these spin doctors are former media employees or pundits themselves – sort of a “mini- iron triangle” between media outlets, campaigns and government officials

12. “The ESPN Effect” Political scientists concerned about what has become known as “horse race journalism” Focusing media coverage only on who is winning or ahead in political polls “Policy journalism” portrayed as too boring, cerebral for rank and file voters Plus, in some cases, media has called the wrong winner in the race (Election of 2000) and network “projections” might keep voters at home instead of let them get to the polls

13. Future of Political Media Continued de-centralization and reliance on Internet exposure Campaign websites Pundit blogs Online debates Longer campaign cycles More personal scrutiny of candidates Will Super PACs continue their reign?