Lesson 16
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Transcript of Lesson 16
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LESSON 16
The Mass Media
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•Plays a crucial role in government
•Includes all the means of communications that bring messages to the general public
•Includes the following:• Television, radio, online
services, newspapers, magazines, newsletters, and books
STRUCTURE OF THE MASS MEDIA
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PRINT MEDIA
• Has been called the “fourth branch” of the government
• Flow of information vital to democracy since colonial times
• Only included newspapers and radio until the 1960’s
• Books, magazines and the Internet are more popular in current times
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ELECTRONIC MEDIA
• Ninety-nine percent(99%) of all Americans have radios in their cars and homes
• 1960’s television replaced newspapers as main source of news
• Internet main source of information since 1990's
• Social media gained importance in the 2008 and 2012 elections
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WHO OWNS MASS MEDIA?
• Some countries - government controls some or all media
• U.S. - nearly all media is privately owned Profit seeking businesses
• Government regulates these communications
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THE ROLE OF THE PRESS
• To inform the public • The Framers believed responsible
press and informed public were necessary to protect democracy
• Checkbook journalism - when journalists pay for dramatic stories
• Drama, violence and celebrity coverage attract a larger audience than foreign policy debates
• Need to entertain vs. duty to inform often conflict
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MEDIA IMPACT ON GOVERNMENT
• Uneasy relationship - politicians rely on media to help reach goals and to pass on messages
• Mutually beneficial relationship - the media helps the president, president helps the media
• President is the source of 80% of government news and coverage
• President uses the media to “sell” ideas and policies to the public
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WAYS TO SHARE INFORMATION• News release - a ready-made story officials prepare
for members of the press• News briefing- announcement or explanation of a
policy, decision or action• Press conference - involves the news media’s
questioning of a high level government official • Leak- release of secret information by an anonymous
government official• Media event - a visually interesting event designed to
reinforce a politician's position on some issue• Backgrounders- important information given by the
president or another top official
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•Television greatly impacts and influences presidential campaigns •Candidates must be telegenic - project a pleasing appearance and performance on camera•Helps little known candidates become well known quickly•Has encouraged celebrities to enter politics
•Horse-race coverage of elections-focuses on “winners”, “losers” and “who’s ahead” instead of focusing on policy issues•Front-runner-an early leader declared by the media; these people are then able to attract big money in campaign contributions
MEDIA AND
CAMPAIGNS
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CAMPAIGN ADVERTISING
• The first candidates in American history did not campaign; they left this work to their supporters
• Then they used advertisements in newspapers and magazines and mass mailings
• 1924 radio campaigning begins• 1952 television campaigning begins• Spot advertising - brief, frequent, positive
descriptions of the candidate; may also be negative for opposing candidate
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•In recent elections social media has become very influential•Barack Obama used social media more successfully than any other candidate ever (2008 and 2012 elections)
___ __ _____ ____ROLE OF SOCIAL MEDIA
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FINANCING ADVERTISING
• Candidates today must spend huge sums of money in order to pay for the television advertising campaigns
• “The cost of TV time-buys makes fundraising an enormous entry barrier for candidates for public office, an oppressive burden for incumbents who seek reelection, a continuous threat to the integrity of our political institutions,
and a principal cause of the erosion of public respect for public service.” - Reed Hunt, 1995
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THE PUBLIC AGENDA• A list of societal problems
that both political leaders and citizens agree need government attention
• For example: the economy, immigration, unemployment, gun control, the deficit and defense
• Mass media plays an important role in setting the public agenda- they highlight some issues and ignore others
Television malaise - media’s focus on bad news has led some people to feel uneasy and feel distrustful and cynical
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REGULATION OF THE MEDIA
• The First Amendment protects free speech of individuals; individuals own the media
• The mass media in the U.S. has more freedom than anywhere else in the world
• Government regulations are aimed at providing order, fairness and access to media
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•Libel - false written statements intended to damage a person’s reputation•The Right to Gather Information- collecting information about government actions and decisions
•The Right of Access - authorities do not have to give the media special right of access to crime or disaster sites if the general public is excluded•Protection of Sources - success in gathering news may depend on getting information from people who do not want their names made public
_________ ___ ____
PROTECTING THE MEDIA
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•Federal Communications Commission (FCC) created to manage all types of electronic communications
•FCC regulates over-the-air and cable television, radio, telephones, satellites
•Require stations to operate in the public interest (the reason there is no swearing on radio or public TV)
•Equal time doctrine - requires stations to give equal airtime to candidates for public office
•Fairness doctrine -removed in 1996, was supposed to provide “reasonable opportunities for the expression of opposing views on controversial issues of public importance”.
REGULATING THE MEDIA
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MEDIA AND NATIONAL SECURITY
• Should government have the right to limit information during times of war?
• Conflict because: Government needs to keep secrets Citizens’ need for information
• Government attempts to control information about national security by classifying information as “secret”