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The Media Chapter 10

The Media Chapter 10. Candidate Centered Campaigns. Role of the Media. Gatekeeper: influence what subjects become national political issues, and for how long Scorekeeper: the national media help make political reputations, horserace journalism

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The Media Chapter 10

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  1. The MediaChapter 10 Candidate Centered Campaigns

  2. Role of the Media • Gatekeeper: influence what subjects become national political issues, and for how long • Scorekeeper: the national media help make political reputations, horserace journalism • Watchdog: Following closely the front-runner candidates, searching for any past or current history that will make “news”—media maintains close eye on all important happenings of major candidates

  3. Horserace Journalism Kentucky Derby (1987) • Media coverage that focuses on poll results and political battles instead of policy issues • Refers to almost exclusive reporting on candidate differences rather than similarities

  4. Media’s effect on political preferences? • It’s unclear…research is lacking BUT… • TV may influence the political agenda • People unlikely to take cues from the media about things that affect them personally • Media usually does more to REINFORCE beliefs than CHANGE opinion

  5. Trends in News Coveragemedia = primary link to American politics • TV: news reduced to 15-45 second sound bites • Rise of Talk Radio • 9 out of 10 Americans listen to radio (esp. in cars) • Radio personalities: Rush, Oliver North, Stern • “legit” news radio

  6. Trends in News Coveragemedia = primary link to American politics • Newspapers: even w/ competition from Internet & cable, 63 million Americans read the paper • National papers: • Intense advertising competition • 60% of cities have competing newspapers

  7. Trends in News Coveragemedia = primary link to American politics • Media Conglomerates: mega news empires • Disney/ESPN/ABC • Time Warner/Turner Broadcasting • Gannett Corp. own 92 daily newspapers & 11 radio and cable stations

  8. Criticism of the Media • Profit Motive: Strong competition, must keep one step ahead • Sensationalism and “feeding frenzy” • Homogenization of the news: uniform consistency • Bias • Irresponsible

  9. Who Regulates the Media? • FCC: Federal Communications Commission—regulates electronic media • Supreme Court consistently upholds 1st Amendment right of written press including great latitude with celebrities and politicians • YOU do!—through ratings

  10. Maxims of Media Relations • All secrets become public knowledge. The more important the secret, the sooner it becomes known. • All stories written about me are inaccurate; all stories written about you are entirely accurate. • The rosier the news, the higher-ranking official who announces it. • Always release bad news on a Saturday night. Few people notice it. • Never argue with a person who buys ink by the barrel.

  11. Freedom of Information Act • Originally created to give the citizens information and access to the executive branch which had traditionally been secretive in divulging info. • Now known as “Sunshine Laws” in the states because they allow full disclosure of all public documents

  12. Does the Media Have a Liberal Bias? • Only in regards to journalism as a profession. Journalists and broadcasters as a group favor the Democratic Party

  13. Liberal Bias • News is not necessarily liberal because: • 1. News comes from official sources • 2. Journalists are trained to report objectively from both sides of an issue • 3. Editors and publishers are conservative and influence the final message • 4. Media is owned by big business thus conservative

  14. Significance of the Media in America • Linkage Institution: connects people to their government • Other linkage institutions-political parties and interest groups

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