Lesson 16

1. Lesson 16 The Mass Media

2. Structure of the Mass Media • Plays a crucial role in government • Includes all the means of communications that bring messages to the general public • Includes the following: • Television, radio, online services, newspapers, magazines, newsletters, and books

3. Print Media • Has been called the “fourth branch” of the government • Flow of information vital to democracy since colonial times • Only included newspapers and radio until the 1960’s • Books, magazines and the Internet are more popular in current times

4. Electronic Media • Ninety-nine percent(99%) of all Americans have radios in their cars and homes • 1960’s television replaced newspapers as main source of news • Internet main source of information since 1990's • Social media gained importance in the 2008 and 2012 elections

5. Who Owns Mass Media? • Some countries - government controls some or all media • U.S. - nearly all media is privately owned • Profit seeking businesses • Government regulates these communications

6. The Role of the Press • To inform the public • The Framers believed responsible press and informed public were necessary to protect democracy • Checkbook journalism - when journalists pay for dramatic stories • Drama, violence and celebrity coverage attract a larger audience than foreign policy debates • Need to entertain vs. duty to inform often conflict

7. Media Impact on Government • Uneasy relationship - politicians rely on media to help reach goals and to pass on messages • Mutually beneficial relationship - the media helps the president, president helps the media • President is the source of 80% of government news and coverage • President uses the media to “sell” ideas and policies to the public

8. Ways to Share Information • News release - a ready-made story officials prepare for members of the press • News briefing- announcement or explanation of a policy, decision or action • Press conference - involves the news media’s questioning of a high level government official • Leak- release of secret information by an anonymous government official • Media event - a visually interesting event designed to reinforce a politician's position on some issue • Backgrounders- important information given by the president or another top official

9. Media and Campaigns • Horse-race coverage of elections-focuses on “winners”, “losers” and “who’s ahead” instead of focusing on policy issues • Front-runner-an early leader declared by the media; these people are then able to attract big money in campaign contributions • Television greatly impacts and influences presidential campaigns • Candidates must be telegenic - project a pleasing appearance and performance on camera • Helps little known candidates become well known quickly • Has encouraged celebrities to enter politics

10. Campaign Advertising • The first candidates in American history did not campaign; they left this work to their supporters • Then they used advertisements in newspapers and magazines and mass mailings • 1924 radio campaigning begins • 1952 television campaigning begins • Spot advertising - brief, frequent, positive descriptions of the candidate; may also be negative for opposing candidate

11. ___ __ _____ ____ Role of Social Media • In recent elections social media has become very influential • Barack Obama used social media more successfully than any other candidate ever (2008 and 2012 elections)

12. Financing Advertising • Candidates today must spend huge sums of money in order to pay for the television advertising campaigns • “The cost of TV time-buys makes fundraising an enormous entry barrier for candidates for public office, an oppressive burden for incumbents who seek reelection, a continuous threat to the integrity of our political institutions, and a principal cause of the erosion of public respect for public service.” - Reed Hunt, 1995

14. The Public Agenda • A list of societal problems that both political leaders and citizens agree need government attention • For example: the economy, immigration, unemployment, gun control, the deficit and defense • Mass media plays an important role in setting the public agenda- they highlight some issues and ignore others Television malaise - media’s focus on bad news has led some people to feel uneasy and feel distrustful and cynical

15. Regulation of the Media • The First Amendment protects free speech of individuals; individuals own the media • The mass media in the U.S. has more freedom than anywhere else in the world • Government regulations are aimed at providing order, fairness and access to media

16. _________ ___ ____ Protecting the Media • Libel - false written statements intended to damage a person’s reputation • The Right to Gather Information- collecting information about government actions and decisions • The Right of Access - authorities do not have to give the media special right of access to crime or disaster sites if the general public is excluded • Protection of Sources - success in gathering news may depend on getting information from people who do not want their names made public

17. Regulating the Media • Equal time doctrine - requires stations to give equal airtime to candidates for public office • Fairness doctrine -removed in 1996, was supposed to provide “reasonable opportunities for the expression of opposing views on controversial issues of public importance”. • Federal Communications Commission (FCC) created to manage all types of electronic communications • FCC regulates over-the-air and cable television, radio, telephones, satellites • Require stations to operate in the public interest (the reason there is no swearing on radio or public TV)

18. Media and National Security • Should government have the right to limit information during times of war? • Conflict because: • Government needs to keep secrets • Citizens’ need for information • Government attempts to control information about national security by classifying information as “secret”