Mass Media in the Digital Age

Chapter 20, Section 1

The Mass Media• The mass media include all the means for

communicating information to the general public.• Traditionally there were 2 types:

– Print Media• Daily Newspapers, magazines

– Broadcast Media:• Radio, television

• Internet– Has recently become a good source for sharing

words, sounds, & images.

President and the Media• The president and the mass media have a

mutually beneficial relationship.

• Because the president is so powerful he is a great source of news.

• 80% of all U.S. television coverage of government officials focuses on the president.

• Therefore the mass media gives the president the best option for sharing his ideas and plans.

President and the Media

• Franklin D. Roosevelt was the first president to master the broadcast media.

• FDR was not widely supported by newspapers. Therefore he held his own fireside chats to connect directly with the people.

President and the Media

• The era of presidents and television started with the 1960 presidential election between Nixon and Kennedy.

• This was the first time that any candidate paid attention to their on camera image.

• In order to better manage the media, the White House staff controls the flow of news. To do this they use:– News releases, press conferences, leaks, and

media events

Types of New Releases• News release: is a ready-made story prepared

by officials for members of the press. It can be printed or broadcast.

• News briefing: a government official makes an announcement or explains a policy, decision, or action.

• Press conference: involves the new media’s questioning of a high-level government official. Presidents have held news conferences since the days of Teddy Roosevelt.

Types of New Releases

• Backgrounder: when a government official will give pieces of information. Reporters can use the information in a story, but they cannot reveal the source.

• Leak: Officials will anonymously release secret information. They do this so seek public support for an unpopular policy or to expose government corruption.

Types of New Releases

• Media event: a visually interesting event designed to reinforce a politician’s position on some issue. Ex:– To gain support for the War in Iraq, President

Bush often gave speeches on aircraft carriers.

Media and Campaigns

• The first televised political advertisements appeared in the 1952 presidential campaign between Eisenhower and Stevenson.

Media and Campaigns

• Presidential candidates now have to have a good image. They must have a strong appearance and a strong speaking voice to be successful on TV ads.

• TV has made it much easier for unknown candidates to quickly gain attention.– Ex. Barack Obama and Bill Clinton

• TV has also encouraged more celebrities to get involved with politics.

Media and Campaigns

• Presidential Nominating Process– Mass media uses horse-race coverage

• It focuses more on the “winners” and the “losers” and “who’s ahead” rather than focusing on the issues. Treats the campaign as if it were a sporting event.

Media and Campaigns

• Campaign financing– A single 30 second TV ad in a medium sized

market can cost several thousand dollars– Even thought it is very expensive TV ads are

a valuable tool that candidates must use in order to be successful in campaigns today.

From Broadcasting to Narrowcasting: The Rise of Cable and Cable News

– Narrowcasting – Media program on cable TV or Internet that is focused on one topic and aimed at a particular audience.

– Cable TV news channels can bring the news to people and political leaders as it happens.

Mass Media in the Judicial Branch

• Covers mostly criminal trials for their wide appeal. Sixth amendment guarantees a defendant’s right to a public trial.

• Covers Supreme Court cases of nationwide importance. They will report when the court decides to hear a case, and on the decision of the case

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Gagging on Late-Night TV