AP Government: Mass Media and the Political Agenda

Mass Media Defined: Means of communication such as TV, Radio, Newspaper, Internet, blogging, etc.

Our founders anticipated that it would speak the truth and keep our democracy on track.

Remember: media focusdetermines what public thinks about

Mass Media Today

“High-tech” politics in which behavior of citizens, policymakers and political agenda itself is shaped by technology.

Who determines what the media can report

and what they can not report?

How much can they let the American public

know?

Overview - Eras of the Media

Party Press (media controlled by Parties) - Controlled by political parties and extremely partisan - competition among small groups of notables and president, nominated by state legislatures

Mass-Circulation Newspapers and publications - emergence of mass politics, national conventions

National Magazines (Time, Newsweek, People) - response to yellow journalism, interest groups & reduction of power of political parties

Electronic Journalism (Internet) - allowed Presidential candidates to gain personal followings

Development of Mass Media

Printed media (newspapers)—Reporters submitted questions to the President in writing and he answered back in writing

Franklin Roosevelt (1933-1945) was first President to use the media effectively giving reporters two press conferences each week and having “fireside” chats with the public over the radio.

Watergate and the Vietnam War soured the press on PoliticiansEven today the press works in an environment of cynicism trying to find out the truth from politicians that rarely tell it.

**This has led to “investigative journalism” that often pits reporters against politicians as they use detective type skills to try to unearth scandals.

Origins of the Printed Media:

NewspapersTelegraph

Formal Papers--, all use sensationalism (If it bleeds it leads)

Leads to major papers - NY Times, Wash Post, Chicago Tribune, USA Today, Christian Science Monitor, Wall Street Journal

MagazinesMagazines developed out of the need for “yellow” journalism - need for “real” news that focused on violence and corruption with regard for the truth.

Time, Newsweek, The Nation, Harpers, Atlantic Monthly are read mostly by educated elite

Now more into entertainment, sports, sex, personalities/lifestyles

“Newsweekly” examples:Newsweek, Time (publications that come out weekly)

Broadcast Media

Transmissions intended for reception by the general public

Newspapers, television, radio

Televising to a ‘broad’ audience.

The first televised presidential debate was the 1960 Nixon-Kennedy debate.

The poll results illustrated the power of the television in American politics; people listening to the radio gave the edge to Nixon, and those who saw it on television thought Kennedy won.

Federal Communications Commission; 1934

FCC Regulates Broadcasts

License required

Limited the number of stations owned by one company

Conducts periodic examinations of the goals and performance of stations

“Equal Time Rule” stipulates that if a station sells advertising to one candidate, it must be willing to sell equal time to other candidates running for the same office.

FCC can limit obscenity/speech - - fines at $500,000 (up from $27,000) - reactions to Janet Jackson, moral voting, etc

NarrowCast Media

CNN, Fox Headline News, MSNBC, Cable ShowsBring news to the people “as it happens”Lack of deep news value and in-depth reporting

Narrowcasting (stations target narrow audiences) has replaced broadcasting to “broad” audiences

Young adults LEAST likely to use newspapers and broadcast media and MORE likely to use narrowcast media

Electronic Media: Is This Broadcast Media or Narrowcast Media?

Computers, cell phones, other devices that connect to the world wide web.

– New media communicates via online communities, internet videos, podcasts, social media websites

– Instant news on demand

Understanding the Mass Media

Media is a KEY LINKAGE INSTITUTION between the people and the policymakers

Watchdog function: helps to keep the government small/honest

Media coverage: more for the Presidency, since one Is easier than 535 congressmen and women

Rise of “information society” has not brought about an “informed society” as media is superficial about important policy issues. (“if it does not bleed, it does not lead”)

Functions Provided by the Media for Politicians

Gatekeeper: The media influences what issues get on the political agenda, the critical step in gaining political action. Draws attention to

the “hot topics” and acts as filter.

Scorekeeper: The media help citizens to decide who wins and who loses (HORSE-RACE COVERAGE).

Watchdog: The media brings to the public’s attention the misdeeds of politicians, candidates, parties and government. Investigative role helps

to keep the political system honest. Helps shape public opinion or reinforce it.

Finding the news. . . Freedom of the media has lead to a variety of consequences and developments

Pack journalism means that media run in packs, chasing the same stories and to “get ahead” of everyone else

Stories fed to reporters in the form of “trial balloons”—information leaked to see what the political reaction will be—by candidate teams.

Presenting the News…

30-second sound bites—make it hard to cover big events completely, cover only a small portion of a story; can lead to misrepresentation

Scott Pelley anchors CBS Nightly News

Recent Studies on Media

More breadth less depth

Confuses voters as parties jam more and more issues in political ad

Political AdvertisementsNegative advertising had grown from 11% in 1960 to 43% in 2001

Ads are shorter and more negative and attacks on another candidates character

Negative ads are becoming more popular because candidates like to run a “positive & negative track” - to try to decrease turnout as long as they win a plurality from those who do show up

Private Control of Media

Journalism has long been big business in the U.S.

Independent when it comes to journalist content, but dependent on advertising revenues to keep their business going.

Major metropolitan newspapers are owned by chains.

Does the media have TOO MUCH influence on public opinion?

What are the benefits and drawbacks to the increasing influence of mass media?

• Underline the words you do not understand.

• Circle the action verbs.

• How many points do you think the parts of this FRQ is worth?

In the 1990’s presidential election campaigns have become more candidate centered and less focused on issues and party labels. This change has been attributed both to how the media cover presidential campaigns and to how candidates use the media

a. Identify and explain two ways in which the media have contributed to candidate-centered presidential campaigns. b. Identify and explain two ways in which presidential candidates’ use of the media has contributed to candidate-centered campaigns. Total Points: ______

Mass Media Total Points = 8

Part A: 4 points possible

1 point for identifying and 1 point for explaining EACH way media has contributed to candidate-centered presidential campaign

Possible answers include: Two ways in which the media have contributed to candidate-centered presidential campaigns **Must be some linkage to candidate-centered campaigns **are Coverage of background of candidateImage-centered coverage personalityTalk shows; tv debatesHorserace coverageCandidate sound bitesInvestigating reporting/scandals **must link back to questions and explain how presidential election campaigns have become more candidate centered and less focused on issues and party labels to get full points

Part B: 4 Points

1 point for identifying and 1 point for explaining EACH way presidential candidates use the media has contributedPossible answers include: Negative commercials/mudslingingSeeking contributionsLeaking informationImage buildingUse of internet to disseminate informationSound bites **must link back to questions and explain how presidential election campaigns have become more candidate centered and less focused on issues and party labels to get full points