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THE MEDIA

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Title: THE MEDIA Author: Clackamas High School Last modified by: Clackamas High School Created Date: 1/7/2014 4:44:53 AM Document presentation format – PowerPoint PPT presentation

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Title: THE MEDIA


1
THE MEDIA
2
WHO ARE THE MEDIA?
  • Traditional Media
  • Newspapers NY Times, Wall St. Journal,
    Washington Post (Declining circulation)
  • Television CBS, NBC, ABC (Declining w/ cable
    t.v.)---Since 80 broadcast news has lost 54 of
    viewership Nielsen report
  • Magazines Time, Newsweek, U.S. News and World
    Report (Declining circulation down 10 in the
    last yr.)
  • Trends toward mergers and consolidation (less
    competition Viacom, Time-Warner, Disney, News
    Corp., G.E.)

3
(No Transcript)
4
Media Conglomerates
5
Who Are the Media?
  • The New Media
  • More interactive
  • More emphasis on entertainment-infotainment
  • Personalized
  • Emotional
  • Informal
  • Opinionated
  • Topical

6
Where Americans Get Their News
7
Ratings Cable News Aug. 2015
  • Nielsen program ratings for cable news channels
    for

8
Does the media influence public opinion? (mixed
opinion)
  • Yes
  • Media stress short
  • term elements of
  • elections
  • Those who consume
  • media influence others
  • Media help set
  • national agenda
  • No
  • Mass public pays little attention to the news and
    often forgets what it sees or reads
  • Selective attention many focus in on media
    sources they already agree with
  • Selective perception many perceive the news in a
    way they want to view it--they see what they
    want, filter out the rest

9
Does the media influence public opinion?
  • Yes
  • Rise of advocacy journalism
  • rather than objective journalism
  • Journalists are more liberal as a
  • whole
  • Media are primary linking
  • mechanism between public
  • govt
  • Profit motive--emphasis on
  • boostingratings--trivial news
  • s----people less informed
  • on important issues
  • No
  • Media are only one source of influence--
    political socialization suggests importance of
    family, school, peers
  • People consume media for variety of reasons other
    than information (boredom, entertainment---less
    likely to pay attention to hard news or analysis

10
Other Examples
  • REPORT "Fair and balanced" Fox News aggressively
    promotes "tea party" protests
  • (Source mediamatters.org)
  • On the February 27, 2009 edition of On the
    Record, host Greta Van Susteren said " 'Tea
    party' protests are erupting across the country.
    Angry taxpayers, or at least some of them, are
    taking to the streets in the spirit of the Boston
    Tea Party. People are protesting President
    Obama's massive 787 billion stimulus bill, his
    3.55 trillion budget and a federal government
    that has been ballooning by the day since the
    president took office."

11
Not to be Outdone..
12
Media May Shape Opinion Based on Content
  • Following the 9/11 terrorism, media coverage
    followed accusations by government authorities
    that pointed toward al Qaeda as the group that
    carried out the attack on the United States and
    Osama bin Laden as leader of that group. Those
    news reports on the attack and the aftermath
    shaped public opinion to support the war on
    terrorism.

13
Impact of newspapers
  • Typical perception of liberal bias
  • Complaints from liberals and conservatives
  • Conservatives claim reporters are liberal college
    graduates with hostility towards middle class
    values
  • Liberals claim publishers are too conservative
    and are more concerned with profits than exposing
    social, economic , political evils
  • Lack of Competition most cities now have one
    major paper
  • Largest amt. of press. Campaign coverage devoted
    to day-to-day campaign activities
  • Horse Race coverage (who is in the lead?)

14
Impact of Television
  • Most people get news from television (decline of
    substance rise of image/slogans)
  • Concern that television is aligned with big
    government use of t.v. as throne of president
  • President can bypass journalists questions
    (Trumps use of twitter)
  • Decline in presidential press conferences
  • White House manipulation w/ photo ops and sound
    bites
  • Concern that television has fostered cynicism,
    distrust, negativity towards politics
  • Lack of competition (media conglomerates)
  • Concern that people look at politics through
    camera lens rather than party lens further
    decline of party
  • Decline of network t.v. news in favor of cable
    t.v. news

15
Effects of Media
  • Roles of Media
  • 1. Gatekeeper influence which subjects are of
    natl importance, ie to help set natl agenda
  • 2. Scorekeeper keep track of, and help make
    political reputations
  • 3. Watchdog scrutinize people, places, and
    events (Watergate, Iran-Contra)

16
Nature of Media Influences
  • Issue Framing
  • Sameness homogeneity of coverage
  • Media companies are a business, main objective to
    make
  • Most influential at the agenda-setting phase of
    policy making process
  • Provide forum for building candidate
    image/candidate-centered campaigns
  • Act as linking mechanism between govt and
    people
  • In the past PeoplegtPartygtGovernment
  • Now PeoplegtMediagtGovernment
  • Contribute to higher cost of campaigning (2.6
    Bil. In 2016 election)

17
Nature (Contd)
  • Increased role of campaign consultants (report on
    polls/focus groups)
  • White House manipulation
  • Photo Ops
  • Sound Bites
  • Spin Control
  • Staged Events
  • Negative coverage of Congress Seen as
    obstructionist
  • Far less coverage of Supreme Court

18
Photo Ops and Staged Events
19
Photo Ops and Staged Events
20
Nature (Contd)
  • Media most influential
  • In primary elections rather than general
  • On undecided voters. Most voters make up their
    mind before fall campaign.
  • Increasing Importance of Internet
  • Fundraising
  • Communicating with the public web sites, You
    Tube, Facebook. Twitter
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