Chapter 8: The Media

  • the media is a number of different communication formats

  • mass media: forms of media that communicate information to the public

    • print, radio, internet

    • expected to cover important political and social events concisely and neutrally

    • different from public relations because PR isn’t neutral

  • functions of media are to bring in revenue, be watchdogs of society and public officials, and to help maintain democracy

  • agenda setting: choosing which issues/topics deserve public discussion

    • traditional media determined what the “news” would be before the internet

    • media also promotes public good

  • different media used by different generations

    • boomer= TV

    • Millennial and Gen X= social media

  • history of media: printing press, then party press era post-revolution (partisan news) , then cheaper newspapers between 1830 and 1860, radio in 1920’s (changed by WW2 because people now wanted instant news), then TV

  • cable and Internet mean people get a lot of information and can avoid politics if they want to

    • social media was very influential in Obama’s campaign

  • politicians can now bypass journalists and talk directly to electors

  • social media put journalism in the hands of citizens who can use their personal devices to capture and post events

  • humorous programming appeals to younger audiences, “soft news” makes content entertaining and approachable

  • framing: creation of a narrative for a news story

    • episodic framing: story focuses on isolated details, not big picture

    • thematic framing: story focuses on broad look, ignores details

    • racial framing: person/group represented in a negative light

    • priming: media coverage predisposes the viewer to take a particular perspective

  • media chooses what to discuss, it affects the way people think, act, and vote

  • liberties of press overseen by US courts

    • broadcasts monitored by courts and FCC (only does broadcast, not print)

      • avoid monopolies and censor inappropriate media

    • equal time rule: registered candidates must be given equal opportunity for airtime and advertisement

      • ex: couldn’t show Arnold Schwarz. movies when he was running for Cali office because its an unfair advantage

    • slander and libel: speaking/printing false information with intent to harm a person/entity

    • classified material: media has limited right to publish this info