The Mass Media and the The Mass Media and the Political AgendaPolitical Agenda

IntroductionIntroduction

Mass Media:Mass Media: Television, radio, newspapers, Television, radio, newspapers,

magazines, the Internet and other magazines, the Internet and other means of popular communication.means of popular communication.

High-tech politics:High-tech politics: A politics in which the behavior of A politics in which the behavior of

citizens and policymakers and the citizens and policymakers and the political agenda itself are increasingly political agenda itself are increasingly shaped by technology.shaped by technology.

The Mass Media TodayThe Mass Media Today

Media Events:Media Events: Events purposely staged for the media Events purposely staged for the media

that nonetheless look spontaneous. Media that nonetheless look spontaneous. Media events can be staged by almost anybody.events can be staged by almost anybody.

Other items to consider:Other items to consider: 60% presidential campaign spending is TV 60% presidential campaign spending is TV

adsads Image making / news management is Image making / news management is

important, especially for presidentsimportant, especially for presidents

The Development of Media The Development of Media PoliticsPolitics

IntroductionIntroduction The news media wasn’t always so The news media wasn’t always so

important.important. Press Conferences: meetings of public Press Conferences: meetings of public

officials with reporters - Roosevelt used officials with reporters - Roosevelt used many of these.many of these.

Investigative Journalism: the use of in-Investigative Journalism: the use of in-depth reporting to unearth scandals, depth reporting to unearth scandals, scams & schemes putting reporters & scams & schemes putting reporters & politicians opposite each other.politicians opposite each other.

The Development of Media PoliticsThe Development of Media Politics

Roles of the MediaRoles of the Media

1) Gatekeeper – influences what subjects 1) Gatekeeper – influences what subjects become national political issues (think gun become national political issues (think gun control vs. the Sequester)control vs. the Sequester)

2) Scorekeeper – keeps track of and helps make 2) Scorekeeper – keeps track of and helps make political reputations (think George W. Bush)political reputations (think George W. Bush)

3) Watchdog – closely scrutinizing and 3) Watchdog – closely scrutinizing and investigating personalities and exposing investigating personalities and exposing scandals (think Watergate scandal or scandals (think Watergate scandal or President Clinton and the Monica Lewinski President Clinton and the Monica Lewinski scandal in the 1990s)scandal in the 1990s)

The Development of Media The Development of Media PoliticsPolitics

The Print MediaThe Print Media Newspapers and magazinesNewspapers and magazines ““Yellow journalism” characterized Yellow journalism” characterized

newspapers at the turn of the century.newspapers at the turn of the century. Among the press there is a pecking Among the press there is a pecking

order.order. Newspaper circulation has been Newspaper circulation has been

declining.declining. Magazines are also struggling.Magazines are also struggling.

Figure 7.1

The Development of Media The Development of Media PoliticsPolitics

The Development of Media The Development of Media PoliticsPolitics

The Broadcast MediaThe Broadcast Media Television and radioTelevision and radio Brought government and politics into Brought government and politics into

people’s homes.people’s homes. Made the politicians more aware of their Made the politicians more aware of their

appearance and mannerisms.appearance and mannerisms. Television is the principal source of Television is the principal source of

news for most Americans, and most news for most Americans, and most believable.believable.

The Development of Media PoliticsThe Development of Media Politics

Government Regulation of the Government Regulation of the Broadcast MediaBroadcast Media The Federal Communications Commission The Federal Communications Commission

(FCC) regulates the use of airwaves.(FCC) regulates the use of airwaves. Narrowcasting: Cable TV and the Narrowcasting: Cable TV and the

InternetInternet Media programming on cable TV or the Media programming on cable TV or the

Internet that is focused on one topic and Internet that is focused on one topic and aimed at a particular audienceaimed at a particular audience

The Development of Media PoliticsThe Development of Media Politics

Private Control of the MediaPrivate Control of the Media Only a small number of TV stations are Only a small number of TV stations are

publicly owned in America.publicly owned in America. The media are totally dependent on The media are totally dependent on

advertising revenues.advertising revenues. Chains consist of massive media Chains consist of massive media

conglomerates that control almost conglomerates that control almost three-quarters of the nation’s daily three-quarters of the nation’s daily newspaper circulation as well as newspaper circulation as well as broadcast media.broadcast media.

Reporting the NewsReporting the News

Finding the NewsFinding the News Beats: Specific locations from which Beats: Specific locations from which

news frequently emanates, such as news frequently emanates, such as Congress or the White House.Congress or the White House.

Trial Balloons: An intentional news leak Trial Balloons: An intentional news leak for the purpose of assessing the political for the purpose of assessing the political reaction.reaction.

Reporters and their sources depend on Reporters and their sources depend on each other - one for stories, the other to each other - one for stories, the other to get them outget them out

Reporting the NewsReporting the News

Figure 7.2

Reporting the NewsReporting the News

Presenting the NewsPresenting the News SuperficialSuperficial describes most news coverage today describes most news coverage today Sound Bites: Short video clips of approximately Sound Bites: Short video clips of approximately

15 seconds.15 seconds.

Reporting the NewsReporting the News

Bias in the NewsBias in the News Many people believe the news favors Many people believe the news favors

one point of view over another.one point of view over another. Generally are Generally are notnot very biased along very biased along

liberal / conservative lines.liberal / conservative lines. Generally are biased towards what will Generally are biased towards what will

draw the largest audience.draw the largest audience.

Reporting the NewsReporting the News

The News and Public OpinionThe News and Public Opinion

Television news can affect what Television news can affect what people think is important.people think is important.

The media influence the criteria by The media influence the criteria by which the public evaluates political which the public evaluates political leaders.leaders.

Some policies can be made more Some policies can be made more important, others will be less important, others will be less important, depending on their important, depending on their coverage.coverage.

The Media’s Agenda-Setting The Media’s Agenda-Setting FunctionFunction

Policy Agenda:Policy Agenda: The issues that attract the serious The issues that attract the serious

attention of public officials and other attention of public officials and other people actively involved in politics at the people actively involved in politics at the time.time.

Policy Entrepreneurs:Policy Entrepreneurs: People who invest their political People who invest their political

“capital” in an issue.“capital” in an issue.

Understanding the Mass MediaUnderstanding the Mass Media

The Media and the Scope of The Media and the Scope of GovernmentGovernment The media as watchdog restricts The media as watchdog restricts

politicians.politicians. New proposals are met with skepticism - New proposals are met with skepticism -

so that restricts what the government can so that restricts what the government can do.do.

But, if the media identify a problem, they But, if the media identify a problem, they ask what the government is going to do ask what the government is going to do to fix it.to fix it.

Understanding the Mass MediaUnderstanding the Mass Media

Individualism and the MediaIndividualism and the Media Candidates can now run on their own.Candidates can now run on their own. Easier to focus on one person like the Easier to focus on one person like the

President, than Congress or the courts.President, than Congress or the courts. Democracy and the MediaDemocracy and the Media

““Information is the fuel of democracy.”Information is the fuel of democracy.” But, is the news more entertainment But, is the news more entertainment

than information? Is this what the than information? Is this what the people want?people want?