Chapter 6

The Mass Media and the Political Agenda

IntroductionHigh-tech politics:

A politics in which the behavior of citizens and policymakers and the political agenda itself are increasingly shaped by technology.

Mass Media:Television, radio, newspapers, magazines,

the Internet and other means of popular communication.

Why is it called mass media?

The Mass Media TodayCandidates must effectively communicate

their message.They attempt to control media by limiting what

they can report on to carefully scripted events. Media Events:

Events purposely staged for the media that nonetheless look spontaneous. Media events can be staged by almost anybody.

Ads and media appearance60% of campaign spending on T.V. ads. Presidents devote energy to media appearance.

The Development of Media PoliticsIntroduction:

Newspapers dominated the early coverage of politics.

Radio1920s, changed mass communicationFDR broadcasted “fireside-chats” to a depressed nation.

Press ConferencesPresidential meetings with reporters.Prior to FDR, the president was rarely directly questioned

by the media.FDR held many press conferences and worked the

reporters.Television

1950s, began playing a bigger role in politics.

The Development of Media PoliticsIntroduction continued:

Until the late 1960s, press and politicians had good relationship.

This changed with the events of the Vietnam War and Watergate scandal.

Press began using investigative journalismInvestigative journalism- the use of detective-like

reporting methods to uncover scandals.

The Development of Media PoliticsThe Print Media:

Newspapers and magazines1st amendment gave print media power to

reveal government problems.1840s, telegraph allowed stories to move

around the country faster. Most Americans read daily newspapers largely

produced by the Associated PressThe rise of television news has led to declining

circulation rates of newspapers and magazines.Newspaper readers are better informed and more

likely to vote.

The Development of Media Politics

The Development of Media PoliticsThe Broadcast Media:

Broadcast media has replaced print media as America’s principal source of news and info.

Television and RadioThe 1950s and 60s gave rise to the T.V.

Nixon and JFK debates (visual power of television)Vietnam War (true nature of war)

Growth in cable news allows television to bring news as it happens.

“I will believe in when I see it.”

The Development of Media PoliticsGovernment Regulation of the Broadcast

MediaThe Federal Communications Commission

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

Media programming on cable TV or the Internet that is focused on one topic and aimed at a particular audience

Allows people who are not interested in politics & government to avoid it all together.

Creates political information gap.

The Development of Media PoliticsPrivate control of the media:

Journalism is big business in AmericaOnly a small number of TV stations are

publicly owned in America. (PBS)The private media is totally dependent on

advertising revenues.Chains consist of massive media

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

Reporting the NewsThe reporting of the news is greatly shaped

by the need for profits. Edward J. Epstein’s News from Nowhere

looked at how the news is produced:Epstein found that in pursuit of high ratings,

news shows are tailored to a fairly low level of audience sophistication.

Complicated stories out! Entertaining stories in!.....

Reporting the NewsFinding the News

Beats: Specific locations from which news frequently emanates, such as Congress or the White House.

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 NewsPresenting the News

Superficial describes most news coverage today

Sound Bites: Short video clips of approximately 15 seconds.

Figure 6.2: The avg. length of time presidential candidates was shown speaking uninterrupted on evening news 1968-2000.

Reporting the NewsBias in the News

Many people believe the news favors one point of view over another.

Generally are not very biased along liberal / conservative lines.

Generally are biased towards what will draw the largest audience.

People like violence, conflict, disaster…..this is why news always seems bad.

Reporting the News

The News and Public OpinionStudies indicate that media seems to have

the least effect in terms of direct impacts, such as how people vote.

However, television news can impact what people think is important.

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

The Media’s Agenda-Setting FunctionPolicy Agenda:

The issues that attract the serious attention of public officials and other people actively involved in politics at the time.

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

issue.These political activists depend heavily on the

media to get their ideas placed on higher government agenda.

They attempt to convey a long-term, positive image via the media.

Understanding the Mass MediaThe Media and the Scope of Government:

The media has a watchdog can restrict politicians.

They are highly skeptical of new proposals.However, reporters also focus on injustice in

society which encourages a larger scope of government.Because they ask the government what they will do

about the problem.

Understanding the Mass MediaIndividualism in the Media

The rise of television broadcasting has reinforced and furthered individualism in the American political process.

Candidates can run on their own.Leads to more focus on one person like the

POTUS, than Congress and the courts. Democracy and the Media

“Information is the fuel of democracy.”However, the rise of the “information society”

has not brought about the rise of the informed society.