LESSON 16

The Mass Media

•Plays a crucial role in government

•Includes all the means of communications that bring messages to the general public

•Includes the following:• Television, radio, online

services, newspapers, magazines, newsletters, and books

STRUCTURE OF THE MASS MEDIA

PRINT MEDIA

• Has been called the “fourth branch” of the government

• Flow of information vital to democracy since colonial times

• Only included newspapers and radio until the 1960’s

• Books, magazines and the Internet are more popular in current times

ELECTRONIC MEDIA

• Ninety-nine percent(99%) of all Americans have radios in their cars and homes

• 1960’s television replaced newspapers as main source of news

• Internet main source of information since 1990's

• Social media gained importance in the 2008 and 2012 elections

WHO OWNS MASS MEDIA?

• Some countries - government controls some or all media

• U.S. - nearly all media is privately owned Profit seeking businesses

• Government regulates these communications

THE ROLE OF THE PRESS

• To inform the public • The Framers believed responsible

press and informed public were necessary to protect democracy

• Checkbook journalism - when journalists pay for dramatic stories

• Drama, violence and celebrity coverage attract a larger audience than foreign policy debates

• Need to entertain vs. duty to inform often conflict

MEDIA IMPACT ON GOVERNMENT

• Uneasy relationship - politicians rely on media to help reach goals and to pass on messages

• Mutually beneficial relationship - the media helps the president, president helps the media

• President is the source of 80% of government news and coverage

• President uses the media to “sell” ideas and policies to the public

WAYS TO SHARE INFORMATION• News release - a ready-made story officials prepare

for members of the press• News briefing- announcement or explanation of a

policy, decision or action• Press conference - involves the news media’s

questioning of a high level government official • Leak- release of secret information by an anonymous

government official• Media event - a visually interesting event designed to

reinforce a politician's position on some issue• Backgrounders- important information given by the

president or another top official

•Television greatly impacts and influences presidential campaigns •Candidates must be telegenic - project a pleasing appearance and performance on camera•Helps little known candidates become well known quickly•Has encouraged celebrities to enter politics

•Horse-race coverage of elections-focuses on “winners”, “losers” and “who’s ahead” instead of focusing on policy issues•Front-runner-an early leader declared by the media; these people are then able to attract big money in campaign contributions

MEDIA AND

CAMPAIGNS

CAMPAIGN ADVERTISING

• The first candidates in American history did not campaign; they left this work to their supporters

• Then they used advertisements in newspapers and magazines and mass mailings

• 1924 radio campaigning begins• 1952 television campaigning begins• Spot advertising - brief, frequent, positive

descriptions of the candidate; may also be negative for opposing candidate

•In recent elections social media has become very influential•Barack Obama used social media more successfully than any other candidate ever (2008 and 2012 elections)

___ __ _____ ____ROLE OF SOCIAL MEDIA

FINANCING ADVERTISING

• Candidates today must spend huge sums of money in order to pay for the television advertising campaigns

• “The cost of TV time-buys makes fundraising an enormous entry barrier for candidates for public office, an oppressive burden for incumbents who seek reelection, a continuous threat to the integrity of our political institutions,

and a principal cause of the erosion of public respect for public service.” - Reed Hunt, 1995

http://www.bing.com/images/search?q=photo+of+money+borders&id=5192BC8B81FDCE82D45673FECA9DCECBBB225486&FORM=IQFRBA

THE PUBLIC AGENDA• A list of societal problems

that both political leaders and citizens agree need government attention

• For example: the economy, immigration, unemployment, gun control, the deficit and defense

• Mass media plays an important role in setting the public agenda- they highlight some issues and ignore others

Television malaise - media’s focus on bad news has led some people to feel uneasy and feel distrustful and cynical

REGULATION OF THE MEDIA

• The First Amendment protects free speech of individuals; individuals own the media

• The mass media in the U.S. has more freedom than anywhere else in the world

• Government regulations are aimed at providing order, fairness and access to media

•Libel - false written statements intended to damage a person’s reputation•The Right to Gather Information- collecting information about government actions and decisions

•The Right of Access - authorities do not have to give the media special right of access to crime or disaster sites if the general public is excluded•Protection of Sources - success in gathering news may depend on getting information from people who do not want their names made public

_________ ___ ____

PROTECTING THE MEDIA

•Federal Communications Commission (FCC) created to manage all types of electronic communications

•FCC regulates over-the-air and cable television, radio, telephones, satellites

•Require stations to operate in the public interest (the reason there is no swearing on radio or public TV)

•Equal time doctrine - requires stations to give equal airtime to candidates for public office

•Fairness doctrine -removed in 1996, was supposed to provide “reasonable opportunities for the expression of opposing views on controversial issues of public importance”.

REGULATING THE MEDIA

MEDIA AND NATIONAL SECURITY

• Should government have the right to limit information during times of war?

• Conflict because: Government needs to keep secrets Citizens’ need for information

• Government attempts to control information about national security by classifying information as “secret”