Chapter 11

The Media

Definitions• Mass media refers to the means for communicating

to these audiences, which are commonly divided into two groups– Print media communicates information through

the publication of words and pictures on paper. Daily newspapers, and popular magazines are two examples of this.

– Broadcast (electronic) media communicates information electronically, through sounds and images. Radio and television are examples of this.

Types of Mass Media• Television

– Facts: 98% of households have TV's, and 80% of United States residents get their political information from them.

– Pros: gets the message out quickly and to a large audience.– Cons: most programming is still from the four major networks (Fox,

ABC, NBC, and CBS)

• Newspaper– Facts: been around since the colonies, and have always been a form of

political discussion. Also almost all localities in the U.S. have one. – Pros: more details than TV– Cons: circulation is dropping, TV and web are taking over, no more

competition between papers.

• Radio– Facts: 1940’s equivalent to television, and is still around today.– Pros: can go almost anywhere and everywhere.– Cons: most radio is music and entertainment now.

Types of Mass Media (continued)• Internet– Facts: on pace to be like television, an abundant amount of

information.– Pros: its quick, and gets the message to a large audience.– Cons: the validity of some information is hard to verify, and

its culturally accessible.• Magazine– Facts: been here since the start and were originally were

for purely political issues.– Pros: devoted to more details to certain stories– Cons: devoted more details to hobbies, entertainment,

and lifestyles.

Characteristics of Mass Media

• Ownership-3 types– State/government

run• China is the best

example, lots of censorship.

– Mixed Ownership• Government controlled

but some private networks.– Ex. European Nations

(BBC)

– Private Ownership• Companies and corporations/private

individuals own the media. – Ex. United States

• Effects of Private Ownership– More Freedom– Make a Profit– News and entertainment become inter-

connected– News worthiness-determined by

audience appeal, the story or event appears or is important to the general public.

• Government regulation– Some content regulation (limited by 1st

amendment) • Regulated by FCC

– Regulate airwaves by licensing (space)• NPR and PBS

Characteristics of Mass Media (continued)• Bias

– Gate-keeping/filtering-selecting what stories make the news.• Done by editors and producers• Profit influence

– Yellow journalism/sensationalism• Stories that might not be very

important but get your attention

• Gives rise to audiences desire for INFO-TAINMENT

– Issue framing• How issues are discussed can

effect the outcome/perception.

– Propaganda• A message crafted to show

one side or only the favorable side of an issue.

– Agenda-setting• Media telling us what is

important and what is not.

Government Use of the Media• Over time politicians have learned to use the media for their

benefit.• Types:

– Campaign coverage: mainly TV-focus on candidates not the issue.– “Leaks”: information is given out to gage public opinion to raise

disagreement over policies.– Photo ops/media events: free coverage, and speeches.

Media and Government/Political Opinion

• Over time media has created various effects that influence elections, legislation and public policy.

• Types (effects):– Horse race journalism- campaigns and elections are reported on as a

race because they focus on who is “ahead”– Yellow journalism/sensationalism- scandal, conspiracy, politicians

personal life.– “Talking heads”- opinion leaders-people who viewers listen to or get

their perspective on news.– 24-hour news-CNN-elections-daily coverage-legislation and

government-mundane details.– Candidate focused coverage instead of issues.– “Sound bites”- 45 seconds or less of a condensed story– Institutional coverage- journalist are embedded in the three branches

of government