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The Mass Media and the Political Agenda

The Mass Media and the Political Agenda. Chapter 7. Introduction Some important definitions:. Mass Media: Television, radio, newspapers, magazines, the Internet and other means of popular communication. High-tech politics:

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The Mass Media and the Political Agenda

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  1. The Mass Media and the Political Agenda Chapter 7

  2. IntroductionSome important definitions: • 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 and mass media.

  3. Importance of the Mass Media Today • Media Event- Events purposely staged for the media that look spontaneous. • 60% of campaign spending is for T.V. ads • 2/3 of those ads are negative

  4. The Development of Media Politics Investigative journalism • -Use of in-depth reporting to unearth scandals, scams and schemes • -Dominates journalism today

  5. The Development of Media Politics • The Print Media • As it grew, the companies were consolidated into chains • Now major corporations control most of the print media to compete with other news media

  6. Print Media-(newspapers and magazines) • Pecking Order • New York Times rival is Washington Post, LA Times, Chicago Tribute, and other large cities • Smaller papers reprint the big stories • TV is causing newspaper sales to decline • 1960s 1 out of 2 • 2004 1 out of 4 • Newsweeklies= Time, US News and World Report • Playboy and People make more $

  7. The Development of Media Politics • The Broadcast Media • Television (not cable or satellite) and radio • Brought government and politics into people’s homes • Made the politicians more aware of their appearance and mannerisms • Generally the top source of news for most Americans, and most believable

  8. The Development of Media Politics • Herbert Hoover (1929-1933)-no media involvement in politics • Franklin D. Roosevelt (1933-1945)- invented modern media politics • Gave press conferences twice a week • Fala speech: http://www.youtube.com/watch?v=4gztvtSyTdY • First to use the radio extensively • Press respected FDR • Until the 1960s The Press respected the government • Didn’t report private lives • Impact of Vietnam war and Watergate Scandal • Cp. To Clinton-Lewinsky Scandal • Investigative Journalism

  9. Broadcast Media • 1960- 1st televised presidential debate • Kennedy and TV (6:23): http://www.youtube.com/watch?v=SfmuI0FkgTs&feature=related • Vietnam • President Johnson had 2 wars on his hands • One in Vietnam • One with antiwar protestors • Cronkite on Vietnam: http://www.youtube.com/watch?v=zDNJL0mTHWI • People rely on T.V. more than newspapers • Seeing is believing • Is a candidate’s private life relevant?

  10. Government Regulation of the Broadcast Media • When radio 1st appeared, several problems arose • 1934: Federal Communications Commission was created • Prevents Monopolies • Conducts Exams over goals and performance • Stations must benefit society to get a license • Made fair treatment rules • Give equal airtime to both candidates

  11. Narrowcasting: Cable TV & Internet • Narrowcasting- media programming on cable TV or Internet focused on one topic and aimed at a particular audience • MTV, ESPN, even the Food Network (and, of course, the Golf Channel) • Food for political thought is growing, appetite is decreasing

  12. Reporting the News • Its not the dog biting the man, it’s the man biting the dog. • Media is in search of unusual stories that will excite, rather than the sophisticated story. • Ratings

  13. Reporting the News • Presenting the News • Superficial describes most news coverage today • Sound Bites: Short video clips of approximately 15 seconds or less. Figure 7.2

  14. Finding the News • Beat- Specific locations from which news emanates, such as Congress or the White House. • Trial Balloons- An intentional news leak for the purpose of assessing the political reaction.

  15. Reporting the News • Bias in the News • Many people believe the news favors one point of view over another. • Generally not very biased along liberal / conservative lines. • But, generally are biased towards what will draw the largest audience.

  16. News About the News (4:26) • http://www.ted.com/talks/alisa_miller_shares_the_news_about_the_news.html

  17. The News and Public Opinion • Television news can affect what people think is important. • Some policies can be made more important, others less important, depending on coverage..

  18. The Media’s Agenda-Setting Function • Policy Agenda: • The issues that attract the serious attention of public officials and others in policymaking • Policy Entrepreneurs: • People who invest their political “capital” in an issue. • All depend on good images and good will.

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