The Mass Media and the Political Agenda

Mass Media = Linkage InstitutionInfluence MASSES, not just elite

Television, Radio, Newspaper, Magazine, Film, Books & Internet

High-Tech Politics: A politics in which the behavior of citizens

& policymakers & the political agenda itself are increasingly shaped by technology

Evolution of Mass Media Early 1800s each party had its own paper -

problem?

Objective vs. Partisan Journalism

Until 30’s reporters presented their questions to the President & he returned them in writing

FDR invented Media Politics- press conference

Evolution of Mass Media

Up to the 1960s- reporters saw themselves as extensions of gov’t & didn’t even think to question what gov’t officials told them

Personal Life OFF LIMITS - all changed with Vietnam & Watergate

Broadcast Media brings gov’t into homes 1930s- Radio- WWII 1950/60s – TV- Vietnam

The Mass Media Today

Effective communication through media is key to political success.

Media Events: events purposely staged for the media that nonetheless look spontaneous.

Image making and news management is important, especially for presidents.

Impact on Voter Turnout?

Presidents who did it best... FDR

“Fireside Chats”

Kennedy 1st Televised Press Conference 1961

Reagan “Great Communicator”

TV Changed character of American Politics more than any

other innovation - more accessible WATERGATE

Focus on Image & Appearance- NOT Issues Nixon-Kennedy Debate

30 Seconds can Change everything Sound Bites & Commercials Daisy Willie Horton

Immediate gov’t response - No filter of time –

Public has become more dissatisfied with gov’t in the tv age

Radio & Newspapers

Reaches more families than tv- but more people get their news from Tv

Typically provides more analysis than Tv

Talk Radio

Circulation has declined

“Yellow Journalism”

Ny Times, Wasington Post, Chicago Tribune

National vs. Local

Regular Newspaper readers are better informed and more likely to vote

More details & contrasting opinions than tv

Electronic Media impact of the internet

Internet is purposive - people choose what to learn about 78% of Americans have internet access!! 61% of Americans say they get their news from internet > 182 million websites

Since Americans are generally disinterested in politics, they will not necessarily use the Internet for political information.

Blogs provide additional information about news stories - fact or opinion?? Drudge Report

Government Regulation of the Broadcast Media

The Federal Communications Commission (FCC) regulates the use of airwaves in three ways:

1. Prevent near monopoly control of market2. Reviews performance of stations3. Issues fair treatment rules for politicians

Right to Reply Fairness Doctrine - repealed 1987 Newspaper not regulated

1st Amendment Rights Competition seen as a way to limit bias

Private Control of the Media

Only a small number of TV stations are publicly owned in America.

Media totally dependent on advertising revenues

Chains: massive media conglomerates that account for over four-fifths of the nation’s daily newspaper circulation

Also control broadcast media

Narrowcastingthe Rise of Cable News

media programming on cable TV or Internet focused on one topic & aimed at a particular audience

Potential of cable to report on news as it happens & offer myriad choices

resources are limited & stories are not substantive

Bias in the Media? TV Networks primary concern – PROFIT!!

News vs. Entertainment

Journalist Bias - personal, cultural, ideology

Issue Framing affects public opinoin “Axis of Evil” “Hussein & Hitler”

Factors that limit media influence on public opinion

We set up our own filters

Selective exposure

Selective perception

News vs. Entertianment