The Media 2The Media 2Roles and Effects Roles and Effects

““Mega mediaMega media”” Recently, media ownership has Recently, media ownership has

become increasingly become increasingly concentratedconcentrated Emergence of huge media Emergence of huge media

conglomeratesconglomerates ABC part of DisneyABC part of Disney CNN part of AOL-Time WarnerCNN part of AOL-Time Warner Is it healthy to have Is it healthy to have

concentrated?concentrated?

““Mega mediaMega media””

Constriction of diversity?Constriction of diversity? QualityQuality of content: adapting to of content: adapting to

marketplace- economic cutbacksmarketplace- economic cutbacks Becoming Becoming entertainmententertainment oriented oriented ““softsoft”” public affairs programming public affairs programming Prime-time aimed at Prime-time aimed at human interesthuman interest Public believes journalists are Public believes journalists are less less

professionalprofessional and moral (Dan Rather) and moral (Dan Rather)

Dan Rather was fired from abc for misrepresenting Bush!

Media Roles:Media Roles:

Our media (unlike Britain) has become Our media (unlike Britain) has become fairly fairly objective (+)objective (+)

The Signaler RoleThe Signaler Role: (Gatekeeper) : (Gatekeeper) alerting the public to important alerting the public to important developments as soon as possibledevelopments as soon as possible

Done fairly well, but allows for Done fairly well, but allows for agenda agenda setting-setting- influencing people influencing people’’s minds and s minds and attitudes (Monica to crime)attitudes (Monica to crime)

Medias Roles:Medias Roles: The Common-Carrier RoleThe Common-Carrier Role: functioning : functioning

as an as an open channel open channel where political where political leaders can communicate with publicleaders can communicate with public

Importance- knowing to support cand.Importance- knowing to support cand. Leaders battle for coverage: news conf, Leaders battle for coverage: news conf,

press releases, stage eventspress releases, stage events White House Press Office: White House Press Office: ““spinspin”” News becomes News becomes journalist-centered!journalist-centered!

““soundsound bitesbites”” from 45 to from 45 to 10 seconds!10 seconds!

Discussion:Discussion: Where has the sound bite Where has the sound bite gone and what has replaced it?gone and what has replaced it?

Media Roles:Media Roles: The Watchdog RoleThe Watchdog Role: responsibility for : responsibility for

protecting the public from incomp. And protecting the public from incomp. And corrupt officialscorrupt officials

Ready to exposeReady to expose 11stst Amend. Freedoms Amend. Freedoms Ex: Watergate, Iran-Contra, WMDsEx: Watergate, Iran-Contra, WMDs Prefer Prefer ““bad newsbad news”” and partisan and partisan

bias?bias?

Media Roles:Media Roles: Public Representive RolePublic Representive Role: spokesperson : spokesperson

and advocate of the public, a mandate to and advocate of the public, a mandate to representrepresent

However, journalists are not as well However, journalists are not as well suited as political leaders: suited as political leaders: not subject to not subject to accountabilityaccountability (vote), and representation (vote), and representation requires requires POVPOV. .

They respond to They respond to opportunitiesopportunities, not , not political interests (i.e. OJ Simpson)political interests (i.e. OJ Simpson)

Underlying quest for Underlying quest for profitsprofits

Media CoverageMedia Coverage All candidates feel the media is unfair All candidates feel the media is unfair

and try to and try to manipulatemanipulate it. it. ReaganReagan was the was the mastermaster at this: at this:

controlling access, planning, staying on controlling access, planning, staying on offensiveoffensive

People have been critical of mediaPeople have been critical of media’’s s exit pollsexit polls

Legal restraints: slander, libel, FCC Legal restraints: slander, libel, FCC equal time provisionsequal time provisions

Media CoverageMedia Coverage 2000 election: pledging to review exit 2000 election: pledging to review exit

pollspolls Rise of investigative reportingRise of investigative reporting 1974 Freedom of Info. Act & Sunshine 1974 Freedom of Info. Act & Sunshine

laws laws (factors)(factors) Matt Drudge- Matt Drudge- ““Drudge ReportDrudge Report””

The Media and PoliticsThe Media and Politics A linkage institutionA linkage institution The past: people-> parties-> govt.The past: people-> parties-> govt. Now: people-> Now: people-> mediamedia-> govt.-> govt. Contributes to Contributes to higher costhigher cost of of

campaigning & more campaigning & more candidate centeredcandidate centered Parties donParties don’’t tell candidates what to say..t tell candidates what to say.. media consultants via media consultants via pollspolls & & focus focus

groups groups do!do!

Dangers!Dangers! ““The Electronic ThroneThe Electronic Throne”” WH manipulation:WH manipulation: photo ops.photo ops. Sound bitesSound bites Spin control Spin control Staged eventsStaged events

Who’s really in control here?

Staged Events: Staged Events: Mission AccomplishedMission Accomplished

You stay classy, kids.You stay classy, kids.