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CCHAPTERHAPTER 12 12TTHEHE M MEDIA ANDEDIA AND P POLITICSOLITICS
CCHAPTERHAPTER 12 12TTHEHE M MEDIA ANDEDIA AND P POLITICSOLITICS
Copyright © 2012 Cengage Learning
CHAPTER 12: LEARNING CHAPTER 12: LEARNING OBJECTIVESOBJECTIVES
Describe the various functions that the media serve in the American political system
Understand the purpose and evolution of the Federal Communications Commission
Appreciate the evolution from a partisan press to a media focused on objectivityCopyright © 2012 Cengage Learning
CHAPTER 12: LEARNING CHAPTER 12: LEARNING OBJECTIVESOBJECTIVES
Explain how changes in technology have transformed the nature of the media
Understand the large variety of media that cover news and provide opinion about government and politics, including both traditional media and “new” mediaCopyright © 2012 Cengage Learning
CHAPTER 12: LEARNING CHAPTER 12: LEARNING OBJECTIVESOBJECTIVES
Learn that the ownership of media organizations is concentrated in large corporations
Assess changes in audience and readership patterns, and the impact of those changes on news coverage
Copyright © 2012 Cengage Learning
CHAPTER 12: LEARNING CHAPTER 12: LEARNING OBJECTIVESOBJECTIVES
Describe the different theories that have been developed to explain the effect that exposure to news has on viewers/readers
Identify common criticisms of media coverage of politics, including bias, sensationalism, and the concentration of corporate ownershipCopyright © 2012 Cengage Learning
A NEW MEDIUM ASSISTS IN THE CAUSE OF A NEW MEDIUM ASSISTS IN THE CAUSE OF LANDMARK LEGISLATION: NOW & THENLANDMARK LEGISLATION: NOW & THEN
The president and his congressional allies sought to pass landmark legislation that had failed for decades
Found an unexpected ally in a powerful new medium
Offered unprecedented and convenient access to information
Copyright © 2012 Cengage Learning
Obama’s White House website discussing health care
Copyright © 2012 Cengage Learning
COURTESY OF WHITEHOUSE.GOV
NOW … PRESIDENT OBAMA’S NOW … PRESIDENT OBAMA’S HEALTH CARE REFORMHEALTH CARE REFORM
The Internet brought the health care debate into the open
Exposed backroom deals and exaggerations in arguments both for and against reform
Obama took advantage of this to sell the plan which eventually overcame all obstacles
Copyright © 2012 Cengage Learning
THEN…CIVIL RIGHTS THEN…CIVIL RIGHTS LEGISLATIONLEGISLATION
Television allowed viewers to witness police directing full pressure water hoses on African American school children
Watched police dogs set loose on civil rights demonstrators and numerous brutal beatings
The resulting public pressure spurred passage of the Civil Rights Act of 1964
Copyright © 2012 Cengage Learning
Southern police officials directing full pressure water hoses on African American school children, as seen on TV screen
Copyright © 2012 Cengage Learning
BETTMANN/CORBIS
THE MEDIA IN AMERICAN THE MEDIA IN AMERICAN POLITICSPOLITICS
Publication and dissemination of a wide variety of political ideas
Offers a diversity of opinions and facilitates the free flow of information about local, national, and global events
Government must be prevented from using its power to stifle those with which it disagrees
Copyright © 2012 Cengage Learning
GOVERNMENT REGULATION OF GOVERNMENT REGULATION OF THE MEDIATHE MEDIA
Federal Communications Commission (FCC) regulates electronic media through licensing and rules
Violations may be punished with license revocations or fines
Example: the radio broadcast of George Carlin’s “Seven Dirty Words”
Copyright © 2012 Cengage Learning
GOVERNMENT REGULATION OF GOVERNMENT REGULATION OF THE MEDIATHE MEDIA
Equal time rule: requires radio and TV stations to sell equal amounts of airtime to all political candidates who want to broadcast advertisements
1996 Telecommunications ActShifted the emphasis from regulating to
facilitating competition
Copyright © 2012 Cengage Learning
FUNCTIONS OF THE MEDIA IN FUNCTIONS OF THE MEDIA IN AMERICAN POLITICSAMERICAN POLITICS
Providing objective coverage of events:
Objectivity—reporting events factually, accurately, fairly, and equitably
Signaling when important events occurProviding perspectives on all sides of
an issue or policy debate
Copyright © 2012 Cengage Learning
FUNCTIONS OF THE MEDIA IN FUNCTIONS OF THE MEDIA IN AMERICAN POLITICSAMERICAN POLITICS
Facilitating public debate:Helping frame issues Offering perspectives on how a problem
might be solvedProviding context and commentary on
political campaigns
Copyright © 2012 Cengage Learning
FUNCTIONS OF THE MEDIA IN FUNCTIONS OF THE MEDIA IN AMERICAN POLITICSAMERICAN POLITICS
Serving as government watchdog:The fourth branch of government, or
“fourth estate” Root out corruption and abuses of
power through investigative journalismExamples: “Muckrakers,” Woodward
and Bernstein, 60 Minutes, Dateline
Copyright © 2012 Cengage Learning
Pulitzer prize-winning investigative reporters Carl Bernstein and Bob Woodward in 1973. Woodward and Bernstein investigated the Watergate scandal of the Nixon administration in 1973 and 1974 for the Washington Post.©BETTMANN/CORBIS
Copyright © 2012 Cengage Learning
CHECK THE LIST:CHECK THE LIST: SIX LAPSES IN SIX LAPSES IN JOURNALISTIC ETHICSJOURNALISTIC ETHICS
1. Newsweek magazine—treatment of Iraqi detainees
2. The New York Times—John McCain’s Alleged Affair
3. Jayson Blair, New York Times4. Jack Kelley, USA Today5. Dateline NBC6. Mike Barnicle, Boston Globe
Copyright © 2012 Cengage Learning
HISTORICAL DEVELOPMENT OF HISTORICAL DEVELOPMENT OF THE MEDIATHE MEDIA
Before the American Revolution only a handful of newspapers were published
Early newspapers carried little information about politics or news events
Intense interest in the Revolution changed the nature and function of colonial newspapers
Copyright © 2012 Cengage Learning
HISTORICAL DEVELOPMENT OF HISTORICAL DEVELOPMENT OF THE MEDIATHE MEDIA
The Era of the Partisan Press (late 1700s to mid-1850s)
Newspapers supported a particular political party
Appealed mostly to readers who agreed with the political positions advocated by those publications
Copyright © 2012 Cengage Learning
HISTORICAL DEVELOPMENT OF HISTORICAL DEVELOPMENT OF THE MEDIATHE MEDIA
Technological developments: the rotary press, telegraph system, and expansion of the railroad system
Provided faster printing and distribution to more readers, at less cost, also…
Began distancing themselves from partisan positions to increase circulation
Copyright © 2012 Cengage Learning
AMERICAN GOVERNMENT … IN AMERICAN GOVERNMENT … IN HISTORICAL PERSPECTIVEHISTORICAL PERSPECTIVE
Can the Media Be Trusted to Tell the Truth?
William Randolph Hearst used “yellow journalism” to build a media empire
1898: Hearst’s newspapers may have played a role in leading the U.S. into the Spanish-American War
Copyright © 2012 Cengage Learning
AMERICAN GOVERNMENT … IN AMERICAN GOVERNMENT … IN HISTORICAL PERSPECTIVEHISTORICAL PERSPECTIVE
The Drudge Report—touted as a top Internet “news” source
1998: gained fame for reporting lurid details of the Clinton/Lewinsky scandal
Rumors, not substantiated facts, serve as the basis for many of his stories, i.e. 2004—stories of Kerry’s alleged “affairs”
Copyright © 2012 Cengage Learning
William Randolph HearstPHOTO: ©CORBIS
Copyright © 2012 Cengage Learning
Matt DrudgePhoto: AP Photo/Michael Caulfield
THE EMERGENCE OF THE EMERGENCE OF ELECTRONIC MEDIAELECTRONIC MEDIA
FDR was the first leader to use radio Delivered comforting and inspiring
“fireside chats,” in the midst of the Great Depression and WW2
1950s: Joe Pyne hosted the first political talk radio show—foundation for many of today’s talk radio shows
Copyright © 2012 Cengage Learning
THE EMERGENCE OF THE EMERGENCE OF ELECTRONIC MEDIAELECTRONIC MEDIA
Post–World War II, TV became the primary medium for political news
1950s: NBC and CBS developed the TV daily news (anchor/reporter) format still used today
1952: networks began selling air time to major party presidential candidates
Copyright © 2012 Cengage Learning
PRESIDENTIAL DEBATES AND PRESIDENTIAL DEBATES AND THE POWER OF TELEVISIONTHE POWER OF TELEVISION
1960: Richard Nixon vs. John Kennedy First live presidential debate
Kennedy’s favorable TV performance was a key factor in his presidential win
More radio listeners thought Nixon won, whereas more TV viewers tended to think Kennedy won—Why?
Copyright © 2012 Cengage Learning
PRESIDENTIAL DEBATES AND PRESIDENTIAL DEBATES AND THE POWER OF TELEVISIONTHE POWER OF TELEVISION
Live televised debates didn’t occur again until 1976 President Gerald Ford vs. Jimmy Carter
Both were dressed to coordinate with the set; had numerous practice sessions; makeup ensured favorable appearances; and both sought a positive image
Copyright © 2012 Cengage Learning
PRESIDENTIAL DEBATES AND PRESIDENTIAL DEBATES AND THE POWER OF TELEVISIONTHE POWER OF TELEVISION
TV has transformed political campaigns and government policy making
Candidates are observed delivering speeches and responding to questions
Allows candidates to develop a carefully planned “image”
Copyright © 2012 Cengage Learning
PRESIDENTIAL PRESS PRESIDENTIAL PRESS CONFERENCESCONFERENCES
Wilson was the first to hold regular and formal presidential news conferences
Eisenhower was the first to hold news conferences as we know them today Open to reporters from all types of
organizations, and
Questions aren’t pre-screened
Copyright © 2012 Cengage Learning
PRESIDENTIAL PRESS PRESIDENTIAL PRESS CONFERENCESCONFERENCES
Eisenhower, Kennedy, and Johnson averaged about two monthly
Nixon, Ford, Carter, and Reagan held fewer—less than one per month
Reagan began weekly radio addresses after having some difficulty with a press conference setting
Used by all presidents since Reagan
Copyright © 2012 Cengage Learning
PRESIDENTIAL PRESS PRESIDENTIAL PRESS CONFERENCESCONFERENCES
Clinton increased press conferences to two monthly, however—notably reduced during the Lewinsky scandal
G.W. Bush averaged only one per year during his first term
Preferred staged events, one-on-one interviews, televised speeches, and the weekly radio address
Copyright © 2012 Cengage Learning
THE MASS MEDIA TODAYTHE MASS MEDIA TODAY
The Print Media:
Use of newspapers, magazines, and books has declined in recent decades
Today only about 1,500 newspapers are published on a daily basis with about 76 million readers
The rate keeps dropping as the Internet becomes a more popular source of news
Copyright © 2012 Cengage Learning
Copyright © 2012 Cengage Learning
Source: http://pewresearch.org/pubs/1066/internet-overtakes-newspapers-as-news-source
THE MASS MEDIA TODAYTHE MASS MEDIA TODAY
The Electronic Media:Television, radio, and the Internet The New Media—Internet, DVDs, fax
machines, cell phones, satellites, and cable TV
Revolutionized the news business at every level
Copyright © 2012 Cengage Learning
THE MASS MEDIA TODAYTHE MASS MEDIA TODAY
Television: its defining characteristic is its visual nature
The implied “reality” of seeing video or live broadcasts of events, is powerful
High-tech satellites allow people to view events as they occur even from the outer reaches of the universe
Copyright © 2012 Cengage Learning
THE MASS MEDIA TODAYTHE MASS MEDIA TODAY
Radio:Commercial music programming, with
several minutes each hour allotted for news, sports, traffic reports, and weather
Talk radio is increasingly popular Several political talk shows attract an
especially large audience
Copyright © 2012 Cengage Learning
THE MASS MEDIA TODAYTHE MASS MEDIA TODAY
The Internet: 1993—University of Illinois students developed MOSAIC, the first graphical Internet browser
Became NetscapeBy the mid-1990s, it was attracting
millions of usersUsers pursue news and information that
suits their interests
Copyright © 2012 Cengage Learning
THE MASS MEDIA TODAYTHE MASS MEDIA TODAY
Internet: Enables users to be their own mass publisher
“Chat rooms” and online forums allow users to post opinions, ask questions, and engage in dialogue on issues
Blogs—combine an editorial page, personal Web page, and online diary of personal observations in real time
Copyright © 2012 Cengage Learning
THE MASS MEDIA TODAYTHE MASS MEDIA TODAY
About 65% of Americans report they use personal computers regularly, and most are connected to the Internet
Digital divide: Internet users are more likely to be younger, middle and upper-class, better educated, and nonminority
95% of libraries offer Internet access
Copyright © 2012 Cengage Learning
YOUR PERSPECTIVE . . . ON YOUR PERSPECTIVE . . . ON AMERICAN POLITICSAMERICAN POLITICS
Have you ever posted comments on a blog, whether your own, for a friend, or a reply to another blogger’s comments?
Find a blog that aligns with your own political interests or attitudes and read at least a week’s worth of posting and comments
What do you notice? Copyright © 2012 Cengage Learning
YOUR PERSPECTIVE . . . ON YOUR PERSPECTIVE . . . ON AMERICAN POLITICSAMERICAN POLITICS
Do opinions tend to get debated or echoed within that blog?
What are the advantages and disadvantages of engaging in this form of political participation?
Copyright © 2012 Cengage Learning
OWNERSHIP OF THE MEDIAOWNERSHIP OF THE MEDIA
Private ownership of the media allows for the free and open exchange of ideas
Concentration of ownership of the news media by large non-media corporations arguably has blurred the line between news and entertainment
SeeTable 12.1: Corporate Ownership of the Four Major Television News Outlets
Copyright © 2012 Cengage Learning
OWNERSHIP OF THE MEDIAOWNERSHIP OF THE MEDIA
Public Broadcasting Act of 1967: Created the Corporation for Public
Broadcasting (CPB)—distributes federal funds to public, noncommercial radio and television stations
Examples: Public Broadcasting Service (PBS); National Public Radio (NPR), and Public Radio International (PRI)
Copyright © 2012 Cengage Learning
THE EFFECTS OF THE MEDIATHE EFFECTS OF THE MEDIA
Minimal effects theory: factors such as party identification, have a much greater influence on the vote decision
Social learning theory: viewers imitate what they see on TV
Cultivation theory: heavy television exposure helps develop an individual’s overall view of the world
Copyright © 2012 Cengage Learning
THE EFFECTS OF THE MEDIATHE EFFECTS OF THE MEDIA
Agenda setting: even though the effects of exposure may be minimal or difficult to gauge
The media are quite influential in telling the public what to think about
Copyright © 2012 Cengage Learning
AMERICAN GOVERNMENT … IN AMERICAN GOVERNMENT … IN POPULAR PERSPECTIVEPOPULAR PERSPECTIVE
Commercial Success of Fox News Created by Rupert Murdoch in 1996Most watched cable news network
today—larger audience than CNN and MSNBC combined
Examples: Bill O’Reilly, Glen Beck, Sean Hannity, Greta Van Susteren, etc.
Copyright © 2012 Cengage Learning
AMERICAN GOVERNMENT … IN AMERICAN GOVERNMENT … IN POPULAR PERSPECTIVEPOPULAR PERSPECTIVE
Obama’s Director of Communications, Anita Dunn, stated: “We are going to treat them [Fox] the way we would treat an opponent…”
What do you think accounts for the success of Fox News? Why has it been so much more successful than CNBC or CNN in attracting large audiences?
Copyright © 2012 Cengage Learning
AMERICAN GOVERNMENT … IN AMERICAN GOVERNMENT … IN POPULAR PERSPECTIVEPOPULAR PERSPECTIVE
Do you think that Fox’s coverage of the news is truly “objective,” or does it reflect a conservative perspective?
Likewise, does MSNBC’s news programming reflect a liberal perspective?
Copyright © 2012 Cengage Learning
Fox News conservative talk show host Bill O’Reilly maintains a very high audience for his nightly cable TV show, The O’Reilly Factor.AP PHOTO/JEFF CHRISTENSEN
Copyright © 2012 Cengage Learning
CRITICISMS OF THE NEWS MEDIACRITICISMS OF THE NEWS MEDIA
1. Concentration of ownership may result in a handful of companies promoting their own political objectives
2. Profit motive of private ownership drives companies to disproportionately cover sensationalized events
3. They are politically biased
Copyright © 2012 Cengage Learning
AMERICAN GOVERNMENT . . . IN AMERICAN GOVERNMENT . . . IN GLOBAL PERSPECTIVE:GLOBAL PERSPECTIVE:
Foreign Press: All Obama, All the Time
Obama’s political opponents often complain that he is more popular abroad than at home
Politico’s Michael Calderone wrote about this in a 2008 article
Copyright © 2012 Cengage Learning
AMERICAN GOVERNMENT . . . IN AMERICAN GOVERNMENT . . . IN GLOBAL PERSPECTIVE:GLOBAL PERSPECTIVE:
“…Obama’s face adorns newspaper and magazine covers worldwide…”
“…Reporters flock to foreign capitals for the presumptive Democratic presidential nominee's five-country tour…”
“He’s being celebrated like a victorious Roman general...”
Copyright © 2012 Cengage Learning
Obama speaking to a crowd in Berlin
Copyright © 2012 Cengage Learning
Source: Michael Calderone, “Foreign Press: All Obama, All of the Time,” www.politico.com/news/stories/0708/11972.html, Politico, June 22, 2008.
NOW & THEN: MAKING THE NOW & THEN: MAKING THE CONNECTIONCONNECTION
Presidents Johnson and Obama took advantage of relatively new media to successfully win long-term political struggles
The U.S. media remain as important a political institution as any in our system of government
Copyright © 2012 Cengage Learning
POLITICS INTERACTIVE!POLITICS INTERACTIVE!
Comedy Television: A New Rite of Passage for Presidents and Candidates
Go to www.cengage.com/dautrich/americangovernment/2e
Find the politics interactive link for a discussion of comedy news shows
Copyright © 2012 Cengage Learning
POLITICS INTERACTIVE!POLITICS INTERACTIVE!
Note how The Daily Show’s coverage can affect an election campaign
Consult the various links that explore how the structure of the American news media has changed
And where these comedy news shows fit in the new pecking order
Copyright © 2012 Cengage Learning
President Obama on The Tonight Show with Jay Leno
Copyright © 2012 Cengage Learning
AP PHOTO/GERALD HERBERT
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