The Media 2

1
The Media 2

• Roles and Effects

2
Mega media

• Recently, media ownership has become increasingly
  concentrated
• Emergence of huge media conglomerates
• ABC part of Disney
• CNN part of AOL-Time Warner
• Is it healthy to have concentrated?

3
Mega media

• Constriction of diversity?
• Quality of content adapting to marketplace-
  economic cutbacks
• Becoming entertainment oriented
• soft public affairs programming
• Prime-time aimed at human interest
• Public believes journalists are less professional
  and moral (Dan Rather)

4
Media Roles

• Our media (unlike Britain) has become fairly
  objective ()
• The Signaler Role (Gatekeeper) alerting the
  public to important developments as soon as
  possible
• Done fairly well, but allows for agenda setting-
  influencing peoples minds and attitudes (Monica
  to crime)

5
Medias Roles

• The Common-Carrier Role functioning as an open
  channel through which political leaders can
  communicate with public
• Importance- knowing to support cand.
• Leaders battle for coverage news conf, press
  releases, stage events
• White House Press Office spin
• News becomes journalist-centered! sound bites
  from 45 to 10 seconds

6
Discussion Where has the sound bite gone and
what has replaced it?
7
Media Roles

• The Watchdog Role responsibility for protecting
  the public from incomp. And corrupt officials
• Ready to expose
• 1st Amend. Freedoms
• Ex Watergate, Iran-Contra, WMDs
• Tension of two roles skeptical v. ties
• Prefer bad news and partisan bias?

8
Media Roles

• The Public Representive Role spokesperson and
  advocate of the public, a mandate to represent
  public
• However, journalists are not as well suited as
  political leaders not subject to accountability
  (vote), and representation requires POV.
• They respond to opportunities, not political
  interests (OJ)
• Underlying quest for profits- searchlight

9
Media Coverage

• All candidates feel the media is unfair and try
  to manipulate it.
• Reagan was the master at this controlling
  access, planning, staying on offensive
• People have been critical of medias exit polls
• Legal restraints slander, libel, FCC equal time
  provisions

10
Media Coverage

• 2000 election pledging to review exit polls
• Rise of investigative reporting
• 1974 Freedom of Info. Act Sunshine laws
• Matt Drudge-
• Drudge Report

11
The Media and Politics

• A linkage institution
• The past people-gt parties-gt govt.
• Now people-gt media-gt govt.
• Contributes to higher cost of campaigning more
  candidate centered
• Parties dont tell candidates what to say..
• Media consultants via polls focus groups!

12
Dangers!

• The Electronic Throne
• WH manipulation
• photo ops.
• Sound bites
• Spin control
• Staged events

Whos really in control?