Notes on the Media as Political Actors

THE MEDIA AS POLITICAL ACTORS

Introduction

• Key Objectives of the Chapter:
  • Describes the key ways in which media can seek to influence and intervene in the political process.
  • Outlines various forms of political journalism, including punditry, editorialising, and access programming.

• Context:
  • Chapter 1 highlighted media institutions and personnel as political actors.
  • In contemporary liberal democracies, media institutions participate in cognitive functions (information dissemination) and interpretative functions (analysis, assessment, comment).
  • Media are not just reporters of politics but integral to the environment of political engagement.
  • They contribute to policy discussions, public agendas, and critiquing political viewpoints, which shapes the political landscape.

DEFINING POLITICAL REALITY

• Active Role of Media:
  • Media define political ‘reality’ through news-gathering processes.
  • Audiences receive a 'finished' version of what is deemed important in political affairs.
  • Journalists provide 'meaning' to politics, creating narrative frameworks for news stories.

• Development of Frameworks:
  • Narrative frameworks evolve through competition among news media and various story sources.
  • Competing frameworks are gradually narrowed down until a dominant narrative emerges, which influences event coverage and newsworthiness.

• Example of Frameworks in UK Politics:
  • British Conservative Party Post-1992 Election:

  • The dominant framework was a 'leadership crisis'. John Major faced negative media narratives after Margaret Thatcher's removal.

  • The Labour Party narrative was one of modernization and renewal, highlighted by positive coverage during John Smith's leadership.

  • Media celebrated Tony Blair's election and New Labour’s effective public relations strategies.

  • By contrast, the Conservatives faced a narrative of ‘decay’ and ‘sleaze’ from 1994 onward, despite a strong economy.

  • In 2007-2010, media framed the narrative around Gordon Brown's communication failures and economic blunders.

THE PRESS

• Intervention Modes in Politics:
  • Press and broadcast media have different intervention styles.
  • Traditional press segments (tabloids vs. broadsheets) have overtly partisan stances, advocating for specific political viewpoints.

• Election Coverage:
  • Newspapers express party preferences around elections, often campaigning for favored parties while disparaging opponents.
  • Tabloid propaganda may include distortion and sensationalism, while broadsheets offer a more measured perspective.

• Examples of Partisan Coverage:
  • James Curran’s analysis from 1980s shows local and national newspapers associated Labour councillors with extremism to smear their image.
  • Sunday Times’ coverage of Neil Kinnock’s supposed Soviet ties highlighted similar tactics employed by established media houses.

• Political Propaganda through News:
  • Straight news reporting can play a role in political manipulation, particularly in conflict situations, where it can serve as propaganda against adversaries (e.g., the portrayal of Gerry Adams).

• Influence on Policy-Making:
  • Newspapers influence public opinion and exert pressure on decision-makers through their news coverage.
  • Reference to Hall et al.’s study on how press coverage in the 1970s around 'mugging' shaped the political climate towards harsher policing measures.

• Case Studies of Press Campaigning:
  • Dunblane School Shooting (1996): Press campaigned for stringent gun laws, influencing rapid political responses.
  • Dangerous Dogs Act was propelled by media attention following several incidents, leading to ineffective legislative responses.

THE PUBLIC VOICE OF THE PRESS

• Role of Editorials:
  • Editorials represent the newspaper's political identity and articulate the perceived voice of its readership.
  • Different newspapers (e.g., The Sun vs. The Sunday Times vs. The Guardian) will reflect differing political ideologies but may share similar issues without aligning in opinion.

• Reader Beliefs vs. Editorial Stance:
  • There can be a disconnect between a newspaper's editorial voice and the collective beliefs of its readers.
  • Commercial motivations often drive newspapers to align their editorial voice with reader expectations.

• Commercial Interests vs. Political Objectives:
  • Shift of newspaper allegiances (e.g., from Conservative to Labour pre-1997) relates closely to readership trends.
  • Media ownership influences political agendas and market conditions suggest the potential for shaping political environments.

THE JOURNALIST AS PUNDIT

• The Concept of the Pundit:
  • Origin of term ‘pundit’ derived from Sanskrit, relating to an authority or learned individual in politics.
  • Established political journalists act as authority figures, contributing to opinion formation and agenda setting.

• Access to Information:
  • Pundits must be accepted by the political class to gather reliable insights and provide informed commentary.
  • Their credibility is crucial; audiences expect expertise aligned with their publication's ideological viewpoints.

THE COLUMN

• The Column as a Political Commentary:
  • Columns or 'op-eds' present informed political assessments, often concluding with calls for action.
  • They can address a variety of social and political issues beyond party politics.

• Guest Columnists:
  • Former politicians or insiders may offer unique perspectives, attracting readership based on their reputation.

ONLINE PUNDITRY

• Rise of Online Commentary:
  • Expansion of the internet has created a plethora of online pundits which challenge traditional media.
  • Influential political bloggers have emerged, often shaping agendas and breaking significant news stories.

• Influence of Social Media:
  • Sites like Twitter and Facebook enable user-participation in political discourse, with politicians engaging and responding to public opinion.

THE FEATURE ARTICLE

• Purpose of Feature Articles:
  • Offers detailed explorations on political issues, enhancing the narrative provided by straight news coverage.

• Research and Objectivity:
  • Feature writers balance personal agenda with journalistic objectivity, often relying on interviews to substantiate claims.

THE BARDS

• Bardic Journalism:
  • Refers to journalists who employ humor and satire while addressing serious political issues (e.g., Simon Hoggart).
  • Publications like Private Eye serve as critical watchdogs against political absurdities.

BROADCASTING

• Political Journalism in Broadcasting:
  • Public broadcasting adheres to rigorous impartiality, which limits the extent of opinionated reporting.
  • Formats like live transmissions and structured debates mediate between politics and the public, facilitating greater accessibility to political processes.

DEBATES AND TALK-SHOWS

• Role of Debate Shows:
  • Programs like BBC's Question Time facilitate public discourse and allow direct public engagement with political figures.

• Evolution of Interviewing Styles:
  • The confrontational interviewing style has risen, moving towards representing public interests against politicians adequately.

THE EXPERTS

• Incorporation of Non-Journalists:
  • Specialists or political figures contribute complementary insights and lend credibility to coverage through established expertise.

CONCLUSION TO PART I

• Five Key Takeaways:
  • The normative role of media in democratic politics was defined.
  • The media environment affecting political journalism was described.
  • The media effects debate relevant to political communication was outlined.
  • Determinants affecting media production and coverage were explored.
  • Various forms of political dialogue facilitated by media professionals were detailed.