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The Media

The Media. Functions of the Mass Media. Influence Public Opinion provide in-depth analysis of critical issues. Determine the Political Agenda brings awareness to issues the American people consider important. Link Between People and Government

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The Media

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  1. The Media

  2. Functions of the Mass Media Influence Public Opinion provide in-depth analysis of critical issues Determine the Political Agenda brings awareness to issues the American people consider important Link Between People and Government the vehicle through which the government informs, explains, and tries to win support for its programs and policies Government Watchdog brings attention of American people to evidence of corruption, abuse of power, and ineffective policies and programs Political Socialization affects how we learn about politics and our own political views

  3. Print Media • Newspapers first appeared as early as 1690 • In the early days of the U.S., the press was partisan • In mid-1800s, the penny press evolved • The late 1800s was the era of yellow journalism • The 1920s gave rise to muckraking • Today the press tries to be more objective

  4. muckrakers the name applied to American journalists, novelists, and social critics who in the first decade of the 20th century attempted to expose the abuses of business and the corruption in politics

  5. Modern muckrakers?

  6. Broadcast Media • Radio news evolved in early 1900s • Today, talk radio is a source of political commentary • Television becomes major news source in 1960s • It remains a major news source today • Movement away from network news to cable • Growth of comedy news programs

  7. The Internet is blurring the distinction between print and broadcast media.

  8. New Media • Newspapers and television use Web sites • People who read Internet news also use other sources • Also provides access to other countries’ news

  9. Current Media Trends • Influence of networks, affiliates, and wire services • Increasing media consolidation • Greater reliance on experts and pundits • Use of cable channels for narrowcasting • Development of technological innovations such as blogs • Growth in number of citizen journalists

  10. Media Conglomerate a parent company owns and operates other companies… possibly under different names, for example: INTERNET AOL Compuserve Netscape AOL Moviephone MapQuest PRODUCTION/ DISTRIBUTION Warner Brothers Studios Castle Rock Entertainment New Line Cinema Fine Line Features SPORTS Atlanta Braves Atlanta Hawks Atlanta Thrashers Goodwill Games AOL Time Warner NETWORKS/ PRODUCTION HBO WB Cinemax Comedy Central (50%) CNN/Headline News TBS TNT Cartoon Network Court TV (50%) Looney Tunes Hanna-Barbera Time Warner Cable MUSIC Rhino Records Eletkra Sire Records Warner Brothers Columbia House Maverick Records SubPop Records RuffNAtion Records Tommy Boy Records PUBLISHING Time Life Books Warner Books Time Magazine Life Magazine Sports Illustrated Money People Entertainment Weekly Southern Living Real Simple In Style

  11. Other BIG Media Conglomerates Viacom CBS, Blockbuster, CMT, MTV, VH1, Paramount Pictures, Nickelodeon, Showtime, TV Land, Simon & Schuster Publishers, Anaheim Angels, Anaheim Mighty Ducks Disney ABC, Miramax Films, ESPN, Lifetime Television, The Biography Channel, The History Channel, A&E Network, Oxygen Media News Corp. FOX Broadcasting, FX Networks, Harper Collins Publishers, William Morrow Publishers, Madison Square Garden Arena, NY Knicks, NY Rangers, Outdoor Life, The New York Post, The Weekly Standard Universal/Vivendi A& M Records, Interscope Records, Island Def Jam Music Group, Motown Records, Universal Pictures, Universal Studios, Spencer Gifts, USA Networks (Sci-Fi Channel, Shopping Network, Ticketmaster, United Cinemas, Loews Cineplax, Sundance Channel, Seagrams

  12. C-SPAN Cable-Satellite Public Affairs Network PBS Public Broadcasting System NPR National Public Radio FCC Federal Communications Commission

  13. Rules Governing the Media • Standards and norms of the journalistic profession • 1996 Telecommunications Act • Content regulation of the broadcast media • Equal time rule • Prior restraint not permitted

  14. Interactions with the Media • Officials may issue press releases • May also hold briefings or conferences • Speak to reporters on background or deep background • May also get information off the record • New York Times v. Sullivan (1964) sets libel boundaries

  15. How does the mass media impact government? The media needs the government because it is a great source of news. The government needs the media to pass on their messages to the public and reach their objectives.

  16. Covering Government • President garners most attention through bully pulpit • Speaks through press secretary or press conferences • Coverage of the president is generally unfavorable • Congress’ 535 members pose a challenge • Coverage of Congress is also generally negative • Supreme Court is more private; coverage is limited

  17. Presidential Press Conferences

  18. Media’s Influence on the Public • Press has little effect on long term beliefs • Media effects may lead to short term changes in opinion • Media sways “uncommitteds” and raises new issues • May also play agenda setting and framing roles

  19. Media Bias • Media bias unavoidable--journalists are human • Media generally thought to be liberal • Recent growth of conservative news sources (TALK RADIO) • Looking at good stories over issues • Can be charmed by interesting personalities

  20. Partisan Bias

  21. Sources of Campaign News

  22. Confidence in the Media • General confidence is on a downturn • Republicans are more critical than Democrats • Democrats and Republicans use different sources • Ideological fragmentation may be cause for concern • People tend to choose news that supports their opinion

  23. Where Americans Get News

  24. News Generation Gap

  25. Teens and the Media There are 31.6 million 12-19 year-olds in the U.S., the largest generation ever. (U.S. Census Bureau, 2000) Teens are exposed to an estimated 3,000 ads a day. (Adbusters) 65% of American teens have TV sets in their own rooms. (Kaiser Family Foundation) 83% of U.S. teens reported going online last year. (Teen Research Unlimited) Last year, U.S. teens spent an estimated $105 billion, and influenced their parents to spend an additional $48 billion. (Teen Research Unlimited) In 1998, U.S. companies spent nearly $200 billion on advertising. Worldwide, ad spending is estimated at $435 billion per year. (Advertising Age and the United Nations Human Development Report)

  26. Teens and the Media "kid kustomers" The growth in children’s advertising has been driven by efforts to increase current, and future, consumption. Hoping that nostalgic childhood memories of a brand will lead to a lifetime of purchases, companies now plan “cradle to grave” advertising strategies. Through school-corporate partnerships, many school-age kids around the country are now exposed to advertising in school through conventional ad campaigns, classroom materials, and lunchroom franchises. (Schlosser, Fast Food Nation)

  27. How do companies build brand loyalty? Kids and the Media • Mc Graw-Hill publishes 6th grade math textbooks currently used in 16 states that include brand names in its math equations, building brand loyalty to Nike, Disney, Burger King, etc. • Chips Ahoy has a ready-made lesson plan for elementary school teachers– a counting game where kids have to figure out how many chocolate chips are in their cookies • Kellogg has an art project where you can make sculptures out of Rice Krispies • Proctor & Gamble sponsors presentation for elementary students on oral hygiene that gives away Crest samples • Campbell’s Soup created a science lesson where students compared the viscosity of Prego spaghetti sauce to rival Ragu • Coke or Pepsi will pay schools $10-$20 per student to get exclusive rights to sell their their products in the schools

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