The Media
The Media’s Functions
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Entertainment
Reporting the news
Identifying public problems
 Setting the public agenda
 The
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investigative function
Socializing new generations
Providing a political forum
Making profits
Characteristics of American Media
Using the most advanced technology
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Internet
Satellite transmission of real-time events
Helicopters used to track unraveling events
Operating in a free environment
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1st Amendment
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Yet, time of “Red Scare” & McCarthyism
Privately owned
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Politically independent
Operationally vigorous
Ownership centralized in a few giant corporations
Characteristics of American Media
Privately owned
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Ownership centralized in a few giant corporations
Reporters highly vigorous, motivated, and
responsive to signs of news worthy stories
 Watergate scandal, e.g.
Types of Media
Broadcasting media
 Radio
 Television
Print media
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Newspaper
Magazines
Others
Internet
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Online version of press
Information source
Venue of personal expression
Differences of Media
Broadcast Media
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Essentially a headline service
fewer topics
little depth of coverage
more audience/viewers
Source of info for 80% of American adults
Print Media
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Not a source for the majority
Audience are nation’s elites
Leading papers set the reporting agenda
In-depth coverage and better analysis
The Primacy of Television
Currently the most influential type of media
is television.
Major
TV networks
 NBC
 CBS
 ABC
TV news network
 CNN
 Fox
Public TV channels
 PBS
 C-SPAN
The Primacy of Television
(cont.)
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Television’s Influence on the Political
Process.
 Viewers
can actually see news and history as
it is happening
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Civil Rights Movement (50s and 60s)
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http://www.youtube.com/watch?v=gZLvSnr6s50
Political assassinations
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http://www.youtube.com/watch?v=lmc2EzkRDkI
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http://www.youtube.com/watch?v=D4KROpdUkrM&mode=related&search=
Tragedies
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http://www.youtube.com/watch?v=j4JOjcDFtBE
http://www.youtube.com/watch?v=ZoPS5sM0qwE&mode=related&search=
The Primacy of Television
(cont.)
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Television’s Influence on the Political Process.
 Viewers can actually see news and history as it is
happening
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Other protest movements
 Vietnam War Protest
 War in Iraq
Viewers can see how government conducts
business
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C-Span & Congress in law making
Live broadcast of Congressional hearings
Live broadcast of president’s press conference
The Media and Political Campaigns
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Voters now receive most information from the
electronic media, especially television. There are
three types of television coverage employed by a
campaign:
 Advertising
 Management of News Coverage
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Planning political events to accommodate the press
Developing a good working relationship with
reporters.
Convincing the media to put the right “spin” or
interpretation on a story.
Political Debates
The Media and Political
Campaigns (cont.)
Political
Campaigns and the Internet
Politicians use WWW to reach out
 http://clinton.senate.gov/
 http://www.hillaryclinton.com/splash/
Opponents/supporters use WWW
 http://www.stophernow.com/site/PageServer
 http://www.hillaryclinton.com/
Ownership of US Media
Concentration of Ownership of US Media
 Political power is not distributed evenly;
 Large concentrations of economic resources are present
in society;
 American media is a good example of concentration of
ownership among a limited number of individuals &
corporations.
More
than ¾ of the daily newspaper are owned by large
media conglomerates
Major TV networks such as ABC, NBC and CNN serving
most households
Major TV networks supply about 65% of the programming
to local affiliates.
Ownership of US Media
Consequences of Media Ownership Concentration
 “monopoly power” in the media
 Public inability to access diverse views
 Lack of competitiveness and more distortions in
information
 Manipulation of public due to concentration of ownership
Media Coverage
Factors impacting media coverage in the US
 The journalists/producers
Via selection bias
 In favor of news that have a great audience
appeal for its dramatic 0r entertainment value
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Crimes
Disasters
Scandals
Freedom or discretion to interpret stories
Personal views & preferences are reflected in
analysis and description of events
 Sources of News
News coverage is also influenced by the individuals or
events that are subjects of the news.
Media Coverage
Factors impacting media coverage in the US
 Sources of News
News coverage is also influenced by the individuals or
events that are subjects of the news.
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News leaks
e.g., both Clinton & Ken Star reportedly leaked info
to the media to sway news reports
Issues press release
Appear in media interviews;
Appear in popular TV programs (SNL, Late Night
Show)
Use of extraordinary acts to attract media attention
street demonstration protests (good for financially
strapped orgs)
Media Coverage
Factors impacting media coverage in the US
 The audience of news
Media are business orgs; preferences of customers
determine media coverage
 views & positions of the “upscale” segments of
audience receive much attention
Topics the middle class is interested receive a lot
of attention in media coverage. Issues such as:
 Stock markets
 Scientific breakthroughs
 International politics
In contrast, issues concerning the lower-middle
and working class receive scant attention
Media Power
Sources of Media Power
1.
Agenda Setting
Media help set agenda for political discussion
2.
Framing
The power to decide how political events and results
and interpreted by the American people
3.
Media coverage of election and government
Shape popular perceptions of politicians and political
leaders
Events Media Have Had Great Impact on
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Civil Rights Movement
Vietnam War protest movement
Watergate scandal
Terrorist attack on the US