1

Influence Public Opinionprovide in-depth analysis of critical issues

Determine the Political Agendabrings awareness to issues the American people consider important

Link Between People and Governmentthe vehicle through which the government informs, explains, and tries to win support for its programs and policies

Government Watchdogbrings attention of American people to evidence of corruption, abuse of power, and ineffective policies and programs

Political Socializationaffects how we learn about politics and our own political views 2

Print Media

Newspapers first appeared as early as 1690

In the early days of the U.S., the press was partisan

In mid-1800s, the penny press evolved

The late 1800s was the era of yellow journalism

The 1920s gave rise to muckraking

Today the press tries to be more objective

3

muckrakersthe name applied to American journalists, novelists, and social critics who in the first decade of the 20th century attempted to expose the abuses of business and the corruption in politics

4

Modern muckrakers?

5

Broadcast Media

Radio news evolved in early 1900s

Today, talk radio is a source of political commentary

Television becomes major news source in 1960s

It remains a major news source today

Movement away from network news to cable

Growth of comedy news programs

6

The Internet is blurring the distinction between print and broadcast media.

7

New Media

Newspapers and television use Web sites

People who read Internet news also use other so

urces

Also provides access to other countries’ news

8

Current Media Trends

Influence of networks, affiliates, and wire services

Increasing media consolidation

Greater reliance on experts and pundits

Use of cable channels for narrowcasting

Development of technological innovations such as blogs

Growth in number of citizen journalists

9

a parent company owns and operates other companies…possibly under different names, for example:

SPORTSAtlanta BravesAtlanta HawksAtlanta ThrashersGoodwill Games

PUBLISHINGTime Life BooksWarner BooksTime MagazineLife MagazineSports IllustratedMoneyPeopleEntertainment WeeklySouthern LivingReal SimpleIn Style

NETWORKS/PRODUCTIONHBOWBCinemaxComedy Central (50%)CNN/Headline NewsTBSTNTCartoon NetworkCourt TV (50%)Looney TunesHanna-BarberaTime Warner Cable

MUSICRhino RecordsEletkraSire RecordsWarner BrothersColumbia HouseMaverick RecordsSubPop RecordsRuffNAtion RecordsTommy Boy Records

INTERNETAOL CompuserveNetscapeAOL MoviephoneMapQuest

PRODUCTION/DISTRIBUTIONWarner Brothers StudiosCastle Rock EntertainmentNew Line CinemaFine Line Features

10

ViacomCBS, Blockbuster, CMT, MTV, VH1, Paramount Pictures, Nickelodeon, Showtime, TV Land, Simon & Schuster Publishers, Anaheim Angels, Anaheim Mighty Ducks

DisneyABC, Miramax Films, ESPN, Lifetime Television, The Biography Channel, The History Channel, A&E Network, Oxygen Media

News Corp.FOX Broadcasting, FX Networks, Harper Collins Publishers, William Morrow Publishers, Madison Square Garden Arena, NY Knicks, NY Rangers, Outdoor Life, The New York Post, The Weekly Standard

Universal/VivendiA& M Records, Interscope Records, Island Def Jam Music Group, Motown Records, Universal Pictures, Universal Studios, Spencer Gifts, USA Networks (Sci-Fi Channel, Shopping Network, Ticketmaster, United Cinemas, Loews Cineplax, Sundance Channel, Seagrams

11

12

Rules Governing the Media

Standards and norms of the journalistic profession

1996 Telecommunications Act

Content regulation of the broadcast media

Equal time rule

Prior restraint not permitted

13

Interactions with the Media

Officials may issue press releases

May also hold briefings or conferences

Speak to reporters on background or deep background

May also get information off the record

New York Times v. Sullivan (1964) sets libel boundaries

14

The media needs the governmentbecause it is a great source of news.

The government needs the media to pass on their messages to the publicand reach their objectives.

15

Covering Government

President garners most attention through bully pulpit

Speaks through press secretary or press conferences

Coverage of the president is generally unfavorable

Congress’ 535 members pose a challenge

Coverage of Congress is also generally negative

Supreme Court is more private; coverage is limited

16

Presidential Press Conferences

17

Media’s Influence on the Public

Press has little effect on long term beliefs

Media effects may lead to short term changes in opinion

Media sways “uncommitteds” and raises new issues

May also play agenda setting and framing roles

18

Media Bias

Media bias unavoidable--journalists are human

Media generally thought to be liberal

Recent growth of conservative news sources (TALK RADIO)

Looking at good stories over issues

Can be charmed by interesting personalities

19

Partisan Bias

20

Sources of Campaign News

21

Confidence in the Media

General confidence is on a downturn

Republicans are more critical than Democrats

Democrats and Republicans use different sources

Ideological fragmentation may be cause for concern

People tend to choose news that supports their opinion

22

Where Americans Get News

23

News Generation Gap

24

25

There are 31.6 million 12-19 year-olds in the U.S., the largest generation ever.(U.S. Census Bureau, 2000)

Teens are exposed to an estimated 3,000 ads a day.(Adbusters)

65% of American teens have TV sets in their own rooms.(Kaiser Family Foundation)

83% of U.S. teens reported going online last year.(Teen Research Unlimited)

Last year, U.S. teens spent an estimated $105 billion, and influenced their parents to spend an additional $48 billion.(Teen Research Unlimited)

In 1998, U.S. companies spent nearly $200 billion on advertising. Worldwide, ad spending is estimated at $435 billion per year.(Advertising Age and the United Nations Human Development Report)

26

27

The growth in children’s advertising has been driven by efforts to increase current, and future, consumption.

Hoping that nostalgic childhood memories of a brand will lead to a lifetime of purchases, companies now plan “cradle to grave” advertising strategies.

Through school-corporate partnerships, many school-age kids around the country are now exposed to advertising in school through conventional ad campaigns, classroom materials, and lunchroom franchises.

(Schlosser, Fast Food Nation)

28

How do companies build brand loyalty?

• Mc Graw-Hill publishes 6th grade math textbooks currently used in 16 states that include brand names in its math equations, building brand loyalty to Nike, Disney, Burger King, etc.

• Chips Ahoy has a ready-made lesson plan for elementary school teachers– a counting game where kids have to figure out how many chocolate chips are in their cookies

• Kellogg has an art project where you can make sculptures out of Rice Krispies

• Proctor & Gamble sponsors presentation for elementary students on oral hygiene that gives away Crest samples

• Campbell’s Soup created a science lesson where students compared the viscosity of Prego spaghetti sauce to rival Ragu

• Coke or Pepsi will pay schools $10-$20 per student to get exclusive rights to sell their their products in the schools 29