Influence of the Media on Politics
Media is known as the "Fourth Branch of Government"
What gives the media so much political pull?
1. Media's pervasiveness to get the story
2. Linkage institution between the government and
the people
The Internet has replaced newspapers, television, and magazines as people's
top avenue of political information
Used to directly appeal to the public as well as and to campaign
Mass Media: any means of communication including newspapers, magazines,
radio, television, films, recordings, books, and the Internet
Influence of the Media on Politics
Politics and media go hand in hand but have changed
Used to work together but now often oppose one another
Use press conferences to release information that began with FDR and
his fireside chats
Watergate caused distrust between the media and government
Investigative Journalism
Influence of the Media on Politics
Inner tier
1. 3 National news magazines (Time,
Newsweek, and US News and World Report
2. 4 Nat'l newspapers (The New York Times,
Washington Post, Wall Street Journal, and
Los Angeles Times)
Middle tier
Other nat'l newspapers that have political pull
USA Today, Chicago Tribune, Christian Scien
Monitor
Outer tier
Local newspapers, television, and radio stations
The Internet
Revolutionized the way Americans obtain information
Easily accessible, easily retrievable information like voting records, legislation, how to reach you
Congressman, etc.
Few Americans are taking advantage of such information
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Media Coverage
Essential for president's to have a positive relationship with the media yet be able to control
information that is obtained by the media
Reagan did this successfully; Clinton did not
"Winning the Media Campaign:
How the Press Reported the 2008 General Election"
Study conducted after the 2008 election and charges from Hillary Clinton and John McCain
on media bias towards Obama
Media's portrayal of candidates changes with opinion polls
Coverage driven by the "horse race"; Who is up and who is down
Conclusion: Obama was slightly more positive than negative but MCCain was "heavily
unfavorable"
Media Bias
Is media fair and balanced?
Does it make a difference if it is not?
Liberals say media is to conservative; Conservatives say media is to liberal
Bias is not what the media reports about but what they ignore or not fully report on.
Media tries to be unbiased and show both sides of the story
Media Regulations
Federal Communications Commission (FCC)
Regulatory agency that monitors airwaves
Independent but relies on federal funding.
Would the FCC be impervious to political pressure?
Enforces rules and regulations that prohibit slander and libel
Prevents monopolies, examinations for licensure purposes, and monitors fairness of attacks
If you are verbally attacked on a television station is it a right that you may appear on
that same network for a rebuttal?
Adversarial Reporting
Investigative Journalism
Relationship with the Media
Double edged sword: Media can help (Reagan) or hurt the president (Nixon)
JFK initiated the use of press conferences to provide a link between the government and
the people
The media has slightly disillusioned voters about the election process causing a slight
decrease in turnout since the 60s
Impeachment of Bill Clinton
Most partisan political clash in American history
Investigations into White House abuses and a misconduct charge from an
Arkansas gov't official uncovered that Clinton had lied about allegations of having
relations with an intern.
Clinton denied doing wrong but admitted to his affair w/ Monica Lewinsky
House impeached Clinton and Senate did not get the necessary two-thirds vote
needed and he was acquitted.
Media covered this 24/7 causing Clinton's approval rating to go under 40% while
his job approval was over 60%
President can control the nature of the content the media portrays such as giving
full access of military operations
Media and Public Approval
Public approval is key in order to achieve policy agenda
Polls determine approval ratings
Avg. approval rating at the end of a term is approx. 50%
Fluctuates: Sept 11 Bush 90%... End of term...
Factors that influence PA; party affiliation, age, gender, education, and
religious practice as well as media
Bully Pulpit: using the POTUS office to influence Congress to pass particular
legislation
Fireside chats and Bill's town meetings
Staged events help PA and support the next item on the agenda