Chapter 7

1. Chapter 7 The Mass Media and The Political Agenda

2. The Mass Media Today • The rise of television has had a PROFOUND effect on the two central questions of government • How should we govern? • What should government do? • High Tech Politics – a period in which personal behavior as well as political agenda are shaped by technology • Mass Media – Television, radio, newspapers, magazines, the internet and other means of communication. They reach and influence vast numbers of people (not just the elite but the masses) • Mass Media is being used by today’s politician to inform, shape, influence like never before

3. The Mass Media Today • Effectively communicating a message is CRITICAL to political success • A key to getting a message out is getting it at the top of the daily news cycle • MEDIA EVENT – stage for the purpose of being covered. Getting the right image/message out to the masses is what works • SLICK POLITICAL ADS – 30 second TV commercials are key. About 60% of money in a presidential campaign are spend on TV ads ($54 million in CO along this year) • A positive public image also plays in successful governing • 7 principals created by Reagan, still used by most today • Plan Ahead • Stay on the Offensive • Control the Flow of Information • Limit Reporter’s Access to the President • Talk About the Issues YOU want to talk about • Speak in One Voice • Repeat the same message many times

4. The Development of Media Politics • Mass Media a relatively recent addition to politics (mid 20th century • FDRoosevelt was the first to really USE the media to sell his message • 2 press conferences a week • Fireside Chats • FDR/Dewey radio speeches • Media and Presidents had a close relationship for a long time. Vietnam & Watergate changed all that • Media became “watchdogs” of the presidency • Investigative Journalism – looking for misdeed, scandals, etc • Tends to give the public a less than positive view of the presidency

5. Types of Media • Print Media (newspapers, magazines, etc) More in-depth coverage • 1st Amendment guaranteed FREEDOM OF SPEECH & PRESS • Newspapers were initially used (and are still used today) to keep an eye on the government (make sure no abuse of power, air “dirty laundry” • “YELLOW JOURNALISM” – used in late 1800’s early 1900’s to sensationalize stories to sell copies. Focused on wars, corruption, gossip and violence • Today, some newspapers/magazines are seen at more reputable • With the invention of TV, sales for newspapers have continually declined • The internet further lessened the sales of newspapers. Many have added or gone to internet versions of the news • Magazines have had an even harder time. News magazines are often read by few, highly educated people • Broadcast Media (radio, TV, and the internet) • Today’s principle source of news. Started with radio, then TV, now internet • Televised debates (Kennedy/Nixon up to Obama/Romney) • TV brought visual impact of stories to homes • Cable TV changed how news was reported. More “investigative” to win viewers • Imbedded journalists (Whitehouse, with troops in Iraq/Afghanistan)

6. Government Regulations on Media • Federal Communications Commission (FCC) created by Congress to regulate public airwaves. Today, they regulate radio, TV, telephone, cable and satellite communications • FCC “independent” but are pressured thru budget and politics • FCC important impact on communications • Prevents near-monopolies • To receive license to broadcast, must serve public interest • Ensure fair treatment (ie-equal time requirements) • Fairness Doctrine – Requires broadcasters to give time to opposing views if they broadcast a program slanted to one side of a controversial issue. Fairness Doctrine was abolished in the 1980’s when cable made so many channels available that a view could fine alternate views easily. There has be some discussion about renewing some form of the Fairness Doctrine, especially for radio

7. Narrowcasting: Cable TV and the Internet • The term “BROADCASTING” was coined to describe the diverse audience they were reaching out to • With the massive number of channels available, the future of broadcasting for news/political information is unsure • Currently, stations are narrowcasting or targeting a specific political viewpoint and creating programming to appeal to that point of view • Websites are even more “narrowcast”. Much cheaper method to reach target audience • Rumors, once verified by journalists BEFORE airing are now broadcast without cared fact checking • Many people can/have chosen to stay away from news/politics altogether. Political apathy is feared in a democracy, but seems to be direction our nation is heading

8. Private Control of the Media • Media outlets have been/are currently owned privately. 1st Amendment ensures a totally independent media that is free to criticize the government leaders and policies • US media reliant on advertising dollars for survival so can be swayed by external forces to limit or temper their shows • Giant corporations own most US media outlets (TV and newspapers) • Few stations are publically owned (PBS) • In many countries, major outlets are publically owned (Canada, GB) • In democratic countries, this is done to encourage journalists’ independence from government interference (Canada, most of Europe). Free to criticize government • In less-democratic nations, this control leads to one sided coverage favoring the government (China) Punished for criticizing government • Countries that do this see it pursuing the “public interest”

9. Reporting the News