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Chapter 11

The Media. Chapter 11. Definitions. Mass media refers to the means for communicating to these audiences, which are commonly divided into two groups

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Chapter 11

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  1. The Media Chapter 11

  2. Definitions • Mass media refers to the means for communicating to these audiences, which are commonly divided into two groups • Print media communicates information through the publication of words and pictures on paper. Daily newspapers, and popular magazines are two examples of this. • Broadcast (electronic) media communicates information electronically, through sounds and images. Radio and television are examples of this.

  3. Types of Mass Media • Television • Facts: 98% of households have TV's, and 80% of United States residents get their political information from them. • Pros: gets the message out quickly and to a large audience. • Cons: most programming is still from the four major networks (Fox, ABC, NBC, and CBS) • Newspaper • Facts: been around since the colonies, and have always been a form of political discussion. Also almost all localities in the U.S. have one. • Pros: more details than TV • Cons: circulation is dropping, TV and web are taking over, no more competition between papers. • Radio • Facts: 1940’s equivalent to television, and is still around today. • Pros: can go almost anywhere and everywhere. • Cons: most radio is music and entertainment now.

  4. Types of Mass Media (continued) • Internet • Facts: on pace to be like television, an abundant amount of information. • Pros: its quick, and gets the message to a large audience. • Cons: the validity of some information is hard to verify, and its culturally accessible. • Magazine • Facts: been here since the start and were originally were for purely political issues. • Pros: devoted to more details to certain stories • Cons: devoted more details to hobbies, entertainment, and lifestyles.

  5. Characteristics of Mass Media • Ownership-3 types • State/government run • China is the best example, lots of censorship. • Mixed Ownership • Government controlled but some private networks. • Ex. European Nations (BBC) • Private Ownership • Companies and corporations/private individuals own the media. • Ex. United States • Effects of Private Ownership • More Freedom • Make a Profit • News and entertainment become inter-connected • News worthiness-determined by audience appeal, the story or event appears or is important to the general public. • Government regulation • Some content regulation (limited by 1st amendment) • Regulated by FCC • Regulate airwaves by licensing (space) • NPR and PBS

  6. Characteristics of Mass Media (continued) • Bias • Gate-keeping/filtering-selecting what stories make the news. • Done by editors and producers • Profit influence • Yellow journalism/sensationalism • Stories that might not be very important but get your attention • Gives rise to audiences desire for INFO-TAINMENT • Issue framing • How issues are discussed can effect the outcome/perception. • Propaganda • A message crafted to show one side or only the favorable side of an issue. • Agenda-setting • Media telling us what is important and what is not.

  7. Government Use of the Media • Over time politicians have learned to use the media for their benefit. • Types: • Campaign coverage: mainly TV-focus on candidates not the issue. • “Leaks”: information is given out to gage public opinion to raise disagreement over policies. • Photo ops/media events: free coverage, and speeches.

  8. Media and Government/Political Opinion • Over time media has created various effects that influence elections, legislation and public policy. • Types (effects): • Horse race journalism- campaigns and elections are reported on as a race because they focus on who is “ahead” • Yellow journalism/sensationalism- scandal, conspiracy, politicians personal life. • “Talking heads”- opinion leaders-people who viewers listen to or get their perspective on news. • 24-hour news-CNN-elections-daily coverage-legislation and government-mundane details. • Candidate focused coverage instead of issues. • “Sound bites”- 45 seconds or less of a condensed story • Institutional coverage- journalist are embedded in the three branches of government

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