Textbook pgs 192-215

Chapter 7: The Mass Media and the Political Agenda

Chapter Outline and Learning Objectives

• The Mass Media Today

  • Describe how American politicians choreograph their messages through the mass media.

• Reporting the News

  • List the major criteria that determine which news stories receive the most media attention.

• The News and Public Opinion

  • Analyze the impact of the media on public opinion and political behavior.

• Policy Entrepreneurs and Agenda Setting

  • Describe how politicians use the media to communicate with the electorate.

• Understanding the Mass Media

  • Assess the impact of the mass media on the scope of government and democracy in America.

Politics in Action: The Increasing Difficulty of Getting Out a Presidential Message

• The ability to communicate with the public is essential for policymakers, particularly presidents.

• Changing Media Environment:

  • Presidents expect significant viewership during national speeches; however, media changes have led to diminished audiences.

  • Example:

    • Reagan (1981): Live coverage on major networks with a Nielsen rating of 60 (3/5 of Americans watched).

    • Obama (2009): Covered on more channels but only achieved a rating of 32.

  • Decline in daily newspaper readership (from 55% in the 80s to 32% by Obama's presidency).

  • Consequence: Presidential communication is increasingly challenging with fragmented audiences.

The Mass Media Today

7.1 The Role of Mass Media in Shaping Political Messages

• High-Tech Politics:

  • Politics increasingly influenced by media technologies (TV, radio, newspapers, internet).

  • Mass media reach wide audiences, shaping both public perception and political agendas.

• Politicians Choreographing Messages:

  • Events must be staged to garner media coverage.

  • Example: 80% of media event stories are tightly scripted appearances by candidates.

• TV Commercials and Image-making:

  • 60% of campaign spending on TV ads; two-thirds of ads are negative.

  • Creation of a favorable public image is crucial for political leaders.

7.2 Criteria for News Attention

• News prioritzes timeliness and sensationalism; media prefers stories that are engaging.

• Example: Trump’s provocative statements generated extensive media coverage despite alienation of certain voter groups.

• Journalists often choose stories based on audience interests, leading to a focus on drama and entertainment over substantive issues.

7.3 Media’s Impact on Public Opinion

• Media Effects:

  • Media influences public perception, especially through selection of prominent issues (agenda-setting).

  • The cumulative effect of news stories shapes the public's priorities.

7.4 Politicians Communicating via Media

• Policy Entrepreneurs

  • Individuals who leverage media to spotlight issues for policy attention.

  • Employ strategies like press releases and dramatic events to attract media coverage.

7.5 Impact of Mass Media on Government and Democracy

• The media play a vital role as a linkage institution between citizens and policymakers.

• Watchdog Function:

  • Media's skepticism serves to keep government accountable, often calling for expanded government roles in addressing social issues.

• Media’s focus on individual entrepreneurs makes personal image critical in political communication rather than collective party ideals.

Summary of Major Changes in Media Landscape

• From Broadcasting to Narrowcasting:

  • Cable TV has fragmented audiences, leading to niche markets.

  • Entertainment (‘infotainment’) now attracts viewers who might ordinarily avoid political content.

• Internet:

  • Though it holds potential for political engagement, the effectiveness is stymied by the public's low political interest.

• Changes in Coverage:

  • The structure of news has moved towards speed and headlines at the expense of depth and analysis.

• Media Bias:

  • Though perceived as biased towards liberal views, the primary bias seen is towards stories that attract larger audiences.

Conclusion

• The evolving nature of mass media significantly impacts both political communication and public discourse, influencing the effectiveness of democracy in America.