Unit III Module 3Media

AP GovMiller

ObjectivesObjectives 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

All About ImageAll 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

A Love StoryA Love Story

Political figures need a favorable relationship to the media Best way to connect with voters since the 20th

Century began – electronic media Newspapers, magazines reigned during the

18th and 19th centuries

Media exposure tends to favor incumbents (those already in office) versus challengers More name recognition More influence on interest groups and their

PACs

Haters Gonna HateHaters 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

The Nature of Political The Nature of Political Press 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”

Liberal Media?Liberal Media? Most political scientists used to think that the

media had a liberal bias in the 20th 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

Liberal Media?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

Super PACs – a Super PACs – a conservative edge?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

Super PACs – a Super PACs – a conservative edge?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

Spin to WinSpin 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

““The ESPN Effect”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

Future of Political Future of Political MediaMedia

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?