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.
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.
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.
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.
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.
Policy Entrepreneurs
Individuals who leverage media to spotlight issues for policy attention.
Employ strategies like press releases and dramatic events to attract media coverage.
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.
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.
The evolving nature of mass media significantly impacts both political communication and public discourse, influencing the effectiveness of democracy in America.