Key Terms A medium is a means of communication Media is the plural of medium The mass media are means of communication that can reach large widely dispersed audiences Examples ID: 781861
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Slide1
Media
“The
Fourth Estate”
Slide2Key Terms
A
medium
is a means of communication.
Media
is the plural of
medium.
The
mass media
are means of communication that can reach large, widely dispersed audiences.
Examples??
Slide3Functions of the Media
Entertainment – very ratings driven.
News
reports – since the late 1700’s.
Agenda setting – ability of the media to draw public attention to certain issues and to ignore other
issues.
Political forum – place
for politicians to
make announcements or
draw attention to themselves
Presidents have the greatest direct access.
Slide4The Bully Pulpit
Slide5Print Media
Yellow Journalism –
Sensational style of reporting characterized newspapers at the turn of the century.
Chains -
Groups of newspapers published by media conglomerates and today accounting for over four-fifths of the nation
’
s daily newspaper circulation.
Circulation of newspapers and magazines have fallen steadily as the internet and social media sites have grown in importance.
Slide6Print Media
Newspapers
Among the most influential newspapers today are the
New York Times
the
Washington Post,
and the
Wall Street Journal
.
For most newspapers in medium-sized and small towns, the main source of national and world news is the
Associated Press
wire service.
Magazines
Newsweeklies such as
Time
,
Newsweek
, and
U.S. News and World Report
rank well behind popular favorites such as
Reader
’
s Digest
,
TV Guide
, and
National Geographic
.
Serious magazines of political news and opinion (such as the
New Republic
, the
National Review
, and
Commentary
) are primarily read by the educated elite
Slide7Broadcast Media
Radio
FDR was the first to take advantage of radio with his “fireside chats”.
Most radio stations devote very little time to reporting political news.
Recently, “talk radio” has gained prominence in discussion of political issues.
Rush Limbaugh, Glenn Beck – conservatives
Rachel
Maddow
, Ed Schultz - liberals
Slide8Broadcast Media
Television
1960
Kennedy-Nixon debates led TV to replace newspapers and radio as our main source of political news.
98% of American households own at least one television.
The “Big Three” (NBC, ABC, and CBS) dominated political coverage for years,
but…
Slide9Broadcast
Media
From Broadcasting to Narrowcasting: The Rise of Cable and Cable News
Viewership of major networks has declined as cable news networks that offer continuous news coverage have become available.
Cable TV news channels can bring the news to people and political leaders as it happens.
Narrowcasting -
Media programming on cable TV or Internet that is focused on one topic and is often
aimed at a particular audience
.
Slide10The Internet
The Internet is quickly overtaking other media, particularly with people under age 30.
The Internet is purposive – People choose what to learn about and can do so at their convenience.
Websites exist for all ideologies.
Blogs and podcasts provide additional information about news stories (be wary – there are also dragons on the internet...).
Social Media has become a major source of information in real time.
Slide11Slide12Government Regulation
1
st
Amendment – freedom of press
The Government
can’t place “prior restraint” on news (can’t censor news before it is released)
The press is not entirely
free – they are regulated with respect to what they can and cannot allow to be broadcast.
This is perhaps why Howard Stern went to satellite radio…
Slide13FCC
Federal Communications
Commission – regulates the use of airwaves
7 words you can’t say on television…
Jeannie’s naval…
The Flintstones had separate beds!!
Who
are they? – 5 members (no more than 3 from the same political party) nominated by US President for 5
year terms.
Slide14FCC’s Role
Prevention of monopolies of control over a broadcast market
the FCC has instituted rules to limit the number of stations owned or controlled by one company.
Since a simplification in 1996, the rule has been just that no single owner can control more than 35 percent of the broadcast market.
Controls the media
,
no one may operate radio or TV stations without an FCC issued license.
a station must serve the public interest.
The FCC has on only rare occasion withdrawn licenses for failing to do so, as when a Chicago station lost its license for neglecting informational programs and for presenting obscene movies.
Slide15FCC’s Role
Fair treatment rules concerning access to the airwaves for political candidates and officeholders.
The equal time rule stipulates that if a station sells advertising time to one candidate, it must be willing to sell equal time to other candidates for the same office.
And the right-of-reply rule states if a person is attacked on a broadcast other than the news, then that person has a right to reply via the same station.
Slide16Who Owns the News?
Private Control of the Media
The First Amendment means that our media is independent in what they can report.
Profits totally depend on advertising revenues.
Primary objective is getting the biggest possible audience (then advertising spots are worth more $$$).
Chains –
Massive media conglomerates that account for over 80% of the nation
’
s daily newspaper circulation.
Slide17Media Conglomerates
Remember Andrew Carnegie and Horizontal Integration???
Gannet
owns
USA Today
and controls the biggest circulation in the nation + owns 100 additional papers
Rupert Murdoch owns 124 radio stations,
New York Post
,
Weekly Standard
, and FOX News
Slide18Who Owns the News?
Slide19Impact of Media on Politics
Finding the News
Beats –
Specific locations from which news frequently emanates, like Congress or White House.
Trial Balloons –
An intentional news leak for the purpose of assessing political reaction.
Reporters and their sources depend on each other for stories and to get them out.
Slide20Information is key…
Slide21Information is key…
Slide22Impact of Media on Politics
Presenting the News
Superficial describes most news coverage today.
Sound Bites –
Short video clips of approximately 10 seconds.
Major TV networks devote less time to covering political candidates.
Horse Race
Journalism - Coverage is often dedicated to the latest polling rather than the candidate’s position on issues.
Slide23Impact of Media on Politics
Bias in the News
Many people believe the news is biased in favor of one point of view.
Generally is not very biased toward a particular ideology.
Cable networks and websites are usually exceptions to this…
News reporting is biased towards what will draw the largest audience, such as good pictures and negative reporting.
Slide24Media Bias
Slide25Impact of Media on Politics
Agenda Setting
By increasing public attention to specific problems, the media influence how the public evaluates political leaders.
By emphasizing one event over others, the media can have an effect on how the public evaluates specific events.
Slide26Media and Political Campaigns
Individualism
Candidates run on their own by appealing to people on television.
Likeability trumps issues
This lessens the influence of Parties.
Easier to focus on one person like the president, than groups, Congress, or the courts.
This allows most Congressional incumbents to be re-elected.
Slide27Media and Political Campaigns
Advertising – very expensive on TV,
a way
to reach many voters,
but raises
campaign costs
Media Events
–
“free” coverage, politicians will attempt to create events where media will attend for free publicity
Spin doctor – one who tries to influence journalists with interpretations of events that are favorable to the candidate
Presidential
Debates – also FREE
Slide28Media and Gov’t Officials
White House Press Corp
– journalists whose sole job is to follow the President
White House Press Secretary
– responsible for addressing the press daily and answer questions for the
president
State of the Union Address
– annual policy speech
Slide29Media Good?
“
Information is the fuel of democracy.
”
But news provides more entertainment than information; it is superficial.
News is a business, giving people what they want…which sadly is often fluff rather than good journalism.
Slide30Media Good?
Politicians stage media events for the primary purpose of getting attention from the media.
These events are artfully stage-managed to present the intended message.
Campaign commercials are also carefully crafted to convey specific images and information.
Slide31Media Good?
Our free press SHOULD act as a watchdog to monitor and restrict the actions of the government.
New proposals are met with skepticism which restricts scope of government, what it can do.
Media reports problem and force government to address it, which expands the scope of government.