Ch 7 Media

The Mass Media and the Political Agenda

Chapter 7

Introduction 

Mass Media: – Television, radio, newspapers, magazines, the

Internet and other means of popular communication. 

High-tech politics: – A politics in which the behavior of citizens and

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

The Mass Media Today – 60% of presidential campaign spending is to

buy TV ads – Image making / news management is important, especially for presidents – In the past, politicians worked closely with the media; today they often oppose each other

The Development of Media Politics – The news media wasn’t always so important. – Press Conferences: meetings of public officials

with reporters - Roosevelt was first to use these. – Traditionally press favored politicians and limited coverage to convey facts rather than interpret them – Today they often oppose each other

The Development of Media Politics – Watergate and the Vietnam War changed the

government’s relationship with the press—the press became more suspicious – Investigative Journalism: the use of in-depth reporting to unearth scandals, scams & schemes putting reporters & politicians opposite each other. – News is more negative today

The Development of Media Politics 

The Print Media – Newspapers and magazines – Only a few corporations own all news outlets in

the U.S. (print, radio and t.v.) – Newspaper circulation has been declining. – Newspaper readers tend to be politically informed and active

The Development of Media Politics

Figure 7.1

The Development of Media Politics 

The Broadcast Media – Television and radio – Brought government and politics into people’s

homes. – Made the politicians more aware of their appearance and mannerisms. – Television is the principal source of news for most Americans, and most believable.

Narrowcasting 

Narrowcasting allows viewers to select what information they want to see and avoid all else  Cable t.v. encourages narrowcasting  Critics fear the trend will lead to a less informed electorate

Reporting the News 

Newscasting seeks high ratings and profits  This can be detrimental for political agendas AND for informing Americans about politics  Sensational, unusual and negative events receive more attention than the everyday  This leads public to think politics is scandalous and to distrust politicians

Reporting the News 

Finding the News – Beats: Most journalists cover a specific

location, such as Congress or the White House. 

This set-up gives politicians more control of information going out.

– Trial Balloons: An intentional news leak for the

purpose of assessing the political reaction. – Reporters and their sources depend on each other - one for stories, the other to get them out

Reporting the News 

Presenting the News – Superficial describes most news coverage today – Sound Bytes: Short video clips of approximately 15

seconds.

Figure 7.2

Reporting the News 

Bias in the News – Many people believe the news favors one point

of view over another. – More reporters say they are liberal than conservative – Bias is NOT apparent so much in the way news is presented but is a factor in what is reported and what is NOT – News is biased towards what will draw the largest audience.

The News and Public Opinion 

The mass media have a huge influence over the public agenda—the issues citizens want government to address  News organizations can define which are the most pressing political issues and determine political priorities depending on their coverage of stories.

The Media’s Agenda-Setting Function 

Policy Agenda: – The issues that attract the serious attention of

elected officials and other people actively involved in politics at the time. 

Policy Entrepreneurs: – People who invest their political “capital” in an

issue. – All depend on good images and good will.

Understanding the Mass Media 

The Media and the Scope of Government – The media acts as a watchdog to force

government to answer to the public – But they discourage Americans from thinking critically/deeply about politics

Quick Write Prompt Has the quality of news coverage declined? (A)Discuss TWO characteristics of news coverage today that indicate a decline in news quality. (B) Do you agree that the above demonstrate a decline in news quality? Defend your position.