Transcript Ch 7 Media
The Mass Media and the
Political Agenda
Chapter 7
Introduction
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.
The Mass Media Today
– 60% of presidential campaign spending is to
buy TV ads
– Image making / news management is important,
especially for presidents
– In the past, politicians worked closely with the
media; today they often oppose each other
The Development of Media
Politics
– The news media wasn’t always so important.
– Press Conferences: meetings of public officials
with reporters - Roosevelt was first to use these.
– Traditionally press favored politicians and
limited coverage to convey facts rather than
interpret them
– Today they often oppose each other
The Development of Media
Politics
– Watergate and the Vietnam War changed the
government’s relationship with the press—the
press became more suspicious
– Investigative Journalism: the use of in-depth
reporting to unearth scandals, scams & schemes
putting reporters & politicians opposite each
other.
– News is more negative today
The Development of Media
Politics
The Print Media
– Newspapers and magazines
– Only a few corporations own all news outlets in
the U.S. (print, radio and t.v.)
– Newspaper circulation has been declining.
– Newspaper readers tend to be politically
informed and active
The Development of Media
Politics
Figure 7.1
The Development of Media
Politics
The Broadcast Media
– Television and radio
– Brought government and politics into people’s
homes.
– Made the politicians more aware of their
appearance and mannerisms.
– Television is the principal source of news for
most Americans, and most believable.
Narrowcasting
Narrowcasting allows viewers to select
what information they want to see and avoid
all else
Cable t.v. encourages narrowcasting
Critics fear the trend will lead to a less
informed electorate
Reporting the News
Newscasting seeks high ratings and profits
This can be detrimental for political
agendas AND for informing Americans
about politics
Sensational, unusual and negative events
receive more attention than the everyday
This leads public to think politics is
scandalous and to distrust politicians
Reporting the News
Finding the News
– Beats: Most journalists cover a specific
location, such as Congress or the White House.
This set-up gives politicians more control of
information going out.
– Trial Balloons: An intentional news leak for the
purpose of assessing the political reaction.
– Reporters and their sources depend on each
other - one for stories, the other to get them out
Reporting the News
Presenting the News
– Superficial describes most news coverage today
– Sound Bytes: Short video clips of approximately 15
seconds.
Figure 7.2
Reporting the News
Bias in the News
– Many people believe the news favors one point
of view over another.
– More reporters say they are liberal than
conservative
– Bias is NOT apparent so much in the way news
is presented but is a factor in what is reported
and what is NOT
– News is biased towards what will draw the
largest audience.
The News and Public Opinion
The mass media have a huge influence over
the public agenda—the issues citizens want
government to address
News organizations can define which are
the most pressing political issues and
determine political priorities depending on
their coverage of stories.
The Media’s Agenda-Setting
Function
Policy Agenda:
– The issues that attract the serious attention of
elected officials and other people actively
involved in politics at the time.
Policy Entrepreneurs:
– People who invest their political “capital” in an
issue.
– All depend on good images and good will.
Understanding the Mass
Media
The Media and the Scope of Government
– The media acts as a watchdog to force
government to answer to the public
– But they discourage Americans from thinking
critically/deeply about politics
Quick Write Prompt
Has the quality of news coverage declined?
(A)Discuss TWO characteristics of news
coverage today that indicate a decline in
news quality.
(B) Do you agree that the above demonstrate a
decline in news quality? Defend your
position.