Media as a Linkage Institution

Media as a Linkage Institution Media as a Linkage Institution - Start

2018-12-04 3K 3 0 0

Media as a Linkage Institution - Description

Why is media a linkage institution?. Media educates citizens and politicians. For politicians, candidates, and interest groups:. They use media to communicate a message integral to political success. ID: 735028 Download Presentation

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Media as a Linkage Institution

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Media as a Linkage Institution


Why is media a linkage institution?

Media educates citizens and politiciansFor politicians, candidates, and interest groups:

They use media to communicate a message integral to political successPoliticians want to: gain control of and influence the political agenda


Media Events!

Politicians will often hold media events

to communicate an image Typically, a candidate will spend 60-70% of his/her campaign funds on television ads, commercials, print media, etc.Media Event example:

President Barack Obama

What is President Obama proposing in this video? What is he trying to do/change? ______________________________________________________________________________


Types of media

Broadcast media: television programs, more popularly watched and followed

Examples: Nightly News (not with Brian Williams anymore…

womp womp), ABC World News Tonight

, etc.

Print media

: written news articles; these are commonly more popular amongst the more politically informed, activist types


The Washington Post, The New York Times, The Washington Times, USA Today


The Rise of Cable News

Narrowcasting: viewers can select what information they want and what they do not want (selective attention/”tuning stuff out”) and they would rather watch sitcoms, TV dramas, reality T.V., etc.

As a result, the electorate

is less knowledgeable, more suspicious of politicians, more unaware of everyday political activity, and policymaking/agenda, and simply less politically involved


20th Century (and beyond) Changes to Media

Radio, T.V., press conferences, debate, internet (i.e.

youtube debates, individual websites, etc.)In the 1800s, we had

yellow journalism; today, we have investigative journalism

= detective-like reporting methods to unearth scandals and negative interest stories

Today, this makes news more





1960s- Present

More negativeMore focused on politician’s

daily behaviors and personality lack of depth in content

SOUND BITES: 10 seconds on average; in the ‘60s, they were 40 seconds


Roles of Media

WatchdogScrutinizing the behavior and decisions of public officials

Since the 1970s, there has been a significant rise in the popularity of investigative journalismClips:




Roles of Media, Con’t.

Gatekeeper/agenda setterThe media determines what they will print or

ain and in turn, this dramatically affects what the public knows aboutClip:


Roles of Media, Con’t.

Scorekeeper/horserace journalism

Media keeps track of where candidates and those in office stand in the polls, especially during an election yearClip:


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