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.

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