WHO ARE THE MASS MEDIA

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WHO ARE THE MASS MEDIA?

• Chapter 7

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I. Major media.

• A. Newspapers NY Times, Washington Post, Wall
  Street Journal.
• B. Television CBS, NBC, ABC -- decline of 3
  major networks w/advent of greater competition
  from cable.
• C. Magazines Time, Newsweek, US News and World
  Report.

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The Major TV and cable Networks are the Main
Source for News for Most Americans
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II. The new media.

• A. Examples CNN, MTV, Larry King Live, Rush
  Limbaugh and talk radio, MSNBC.
• B. Characteristics
• 1. More interactive.
• 2. More emphasis on entertainment --
  infotainment.

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Some Americans are turning to others sources for
their news
Larry King
Rush Limbaugh
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The new media.

• 3. Personalized.
• 4. Emotional.
• 5. Informal.
• 6. Opinionated
• 7. Topical

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THE MEDIA AND PUBLIC OPINION

• Chapter 7

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I. Do the media influence public opinion? Mixed
evidence
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A. Yes, Media can influence the opinions of the
general public

• 1. Television 'personalizes' elections and
  candidates
• 2. Media stress short-term elements of elections
  at expense of long-term elements (e.g., party
  affiliation).
• 3. Those whom consume media in turn influence
  others.

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Yes, Media can influence the opinions of the
general public

• 4. Media help set national agenda.
• 5. Rise of advocacy journalism/adversarial
  journalism rather than a mere reporting of the
  news.
• 6. Studies show that journalists are more liberal
  than public as a whole.

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Many reports lean toward the left Not all
reporting is fair and balanced
Tom Brokaw
Dan Rather
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Yes, Media can influence the opinions of the
general public

• 7. Media outlets are a primary linking mechanism
  between public and government
• 8. Profit motive - emphasis on boosting ratings
  - trivialization of news - people less
  informed on important issues. e.g. What is
  Britney Spears wearing today?

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Many Americans are interested in celebrities
therefore the media spends a great deal of time
covering them
Michael Jackson
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B. No, the media doesnt have that much influence
on public opinion

• 1. Mass public pays little attention to the news
  (e.g., surveys showing how little people know
  about current affairs).
• 2. Selective attention many focus in on media
  sources they already agree with. (Conservatives
  watch the Fox channel liberals like MSNBC)
• 3. Selective perception many perceive news in
  the way they want to view it -- they see what
  they want and filter out the rest.

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Most Americans filler out or reject what they
dont believe
Selective perception
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No, the media doesnt have that much influence on
public opinion

• 4. Media are only one source of influence -
  political socialization suggests importance of
  family, schools, peers, and other influences.
• 5. People consume media for variety of reasons
  other than information boredom, entertainment
  --- these people are less likely to pay close
  attention to 'hard' news and analysis.

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Parents have a tremendous influence over what
their children think
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Some Americans are not interested in hard news
they prefer fluffy entertainment
Analyzing issues requires effort
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II. Impact of newspapers.

• A. Typical perception of liberal bias, but they
  generally endorse Republican candidates.
  (Publishers tend to be Republicans.)

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Some Americans rely on newspaper for their news
Newspapers are losing the battle because Many
Americans dont like to read
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B. Complaints from both liberals and
conservatives

• 1.Conservatives claim that reporters are too
  liberal college graduates (often from elite
  schools) with hostility towards middle class
  values,
• 2.Liberals claim that publishers are conservative
  and therefore are more concerned with sales and
  profits than exposing social/political/economic
  evils --- status quo bias,

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Impact of newspapers

• C. Concern about 'revolving door' in journalism
  former govt. leaders who become journalists --
  concern that reporting is tainted.
• D. Lack of competition most cities now have
  only one major newspaper.
• E. Largest amount of presidential campaign
  coverage devoted to day-to-day campaign
  activities (Major issues seem to be ignored)

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Some government employees switch to the media
outlets
Many former government workers become analyst on
the cable channels
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III. Impact of television.

• A. Most people now get their news from
  television. Decline of substance in coverage and
  rise of image and slogans

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B. Concern that television is allied with big
government use of television as "electronic
throne of President.

• 1. President can now bypass journalists' annoying
  questions and go right to the people with a
  speech.
• 2. Decline of press conferences.
• 3. White House manipulation of television with
  photo opportunities and sound bites.

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FDR was the master of using the press to push his
political agenda
FDR conducted nearly 1000 news conferences with
the press
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• C. Concern that television has fostered cynicism,
  distrust and negativism towards government and
  politics -- adversarial journalism.
• D. Lack of competition (although advent of cable
  has made this less of a problem).
• E. Concern that people look at politics through
  the camera lens' rather than the 'party lens'
  --- further decline of parties.

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The camera focuses on its own agenda
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EFFECTS OF THE MEDIA ON POLITICS

• Chapter 7

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I. Symbiotic relationship between government and
the press journalists need politicians to inform
and entertain their audiences, and politicians
need journalists for media exposure.
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Politicians and reporters need each other
Symbiotic relationship exists when two organisms
depend on each other for survival
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II. Roles of media.

• A. Gatekeeper. influence which subjects are of
  national importance, i.e. help to set national
  agenda.
• B. Scorekeeper keep track of, and help make,
  political reputations, e.g., importance attached
  to Iowa caucuses and New Hampshire primary.
  Emphasis on horse race element of elections at
  expense of issues.

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The Media help set the national agenda
Gatekeepers
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Roles of media

• C. Watchdog scrutinize people, places and events
  (e.g., Watergate, Iran-Contra). "Comfort the
  afflicted and afflict the comfortable.

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III. Nature of media influences.

• A. Provide forum for building candidate images.
• B. Provide means for politicians to get public
  attention, e.g., McCarthy, Nixon's role on House
  Committee on Un-American Activities).

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In the 1950s, Joseph McCarthy used media cover
when he was investigate communist activity in
America
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C. Act as linking mechanism between govt. and
people

• 1. In the past People -- Parties --
  Government.
• 2. Now People --- Media --- Government.

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Nature of media influences

• D. Contribute to higher cost of campaigning.
• E. Contribute to candidate-centered campaigns.
• F. Increase the role of campaign consultants.
  Instead of parties telling candidates what to
  say, media consultants report on findings of
  polls and focus groups and then tell candidates
  what to say

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G. White House manipulation of media

• 1. Photo opportunities.
• 2. Sound bites.
• 3. Spin control.
• 4. Staged events.

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Nature of media influences

• G. Negative coverage of Congress. Congress seen
  as obstructionist to President
• H. Far less coverage of Supreme Court than
  Congress and President
• I. Media most influential
• 1. In primary elections rather than general
  elections
• 2. on undecided votes. Most voters make up
  their minds before the fall campaign, and many
  make up their minds even before the conventions

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