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
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Slide1
Media as a Linkage InstitutionSlide2
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 Slide3
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 Obamahttps://www.youtube.com/watch?v=d-QDfEMXAgk
What is President Obama proposing in this video? What is he trying to do/change? ______________________________________________________________________________Slide4
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
Examples:
The Washington Post, The New York Times, The Washington Times, USA TodaySlide5
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 involvedSlide6
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
adversarial
and
watchdogSlide7
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 secondsSlide8
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:
http://www.foxnews.com/politics/2014/08/22/pentagon-violated-law-with-bergdahl-prisoner-swap-government-watchdog-says/
http
://
thedailyshow.cc.com/videos/4d109s/investigating-investigative-journalism
http://thecolbertreport.cc.com/videos/44gj25/who-s-watching-the-watchdog----liam-mccormackSlide9
Roles of Media, Con’t.
Gatekeeper/agenda setter
The media determines what they will print or ain and in turn, this dramatically affects what the public knows aboutClip:
http://www.huffingtonpost.com/2012/07/06/media-jobs-report-2012-election_n_1654738.htmlSlide10
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:http://www.huffingtonpost.com/2012/11/05/polls-2012_n_2038645.html
http://video.foxnews.com/v/4000389588001/poll-numbers-encouraging-mitt-romney/#
sp=show-clips