Learning Outcomes
6.1 Trace the evolution of the mass media in the
United States and evaluate the impact of new technologies on journalism.
6.2 Evaluate the effect of privately owned mass media on the quality of political communication in the United States.
6.3 Follow the evolution of government regulation of the media and identify the challenges that new media technologies present to existing regulations .
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Learning Outcomes
6.4 Analyze the role of the media in political socialization and the acquisition of political knowledge.
6.5 Assess the impact of the media on democratic values and politics in the United States.
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The Development of the Mass
Media in the United States
Transmitting information to large, heterogeneous, widely dispersed audience
Means for communicating
Print media
Broadcast media
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The Development of the Mass
Media in the United States
Post-Broadcast Age
Interactivity of Internet creates two-way flow of information
From government to citizens
From citizens to government
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The Development of Mass
Media in the United States
Political Uses of Prominent Mass Media
Newspapers, magazines, radio, television,
Internet
Political Content Also Transmitted Via
Recordings, motion pictures
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The Development of the Mass
Media in the United States
Newspapers
First U.S. newspapers: small circulations, political organs
1830s: independent ownership, large circulations
1880s: large cities had many newspapers
1960s: Competition nearly disappeared under pressure from radio and TV
2000s: Circulation declined but readership up
(online)
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The Development of the Mass
Media in the United States
Magazines
More specialized than newspapers, less frequent publication
Magazines can wield political power
Attentive policy elites
Influence mass opinion through two-step flow of communication
Like newspapers, circulation has declined
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The Development of the Mass
Media in the United States
Radio
1920: regular, scheduled, continuous broadcasting began
Americans quick to purchase and use radios
Nearly15,000 licensed stations today
9 out of 10 Americans listen to AM/FM radio
News and talk radio formats popular
Talk radio criticized for polarizing politics by publicizing extreme views
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Watching the President on Television
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The Development of the Mass
Media in the United States
Television
1940: 23 TV stations in U.S.
1951: first coast-to-coast broadcast
By 2012, in the U.S.:
1,300+ commercial and 300 public stations
97% of homes have at least one TV
Three broadcast networks have large audiences
Millions of viewers drifted to cable networks
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Laugh and Learn
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The Development of the Mass
Media in the United States
Internet
1969: ARPANET – 4 universities connected
1972: 37 Universities Connected
1983: networks linked and Internet created
Used mainly for e-mail among researchers
1991: World Wide Web (WWW) created by
European physicists
1993: only 50 websites
Today: 500 million websites
Over 80% of Americans use Internet
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The Development of the Mass
Media in the United States
Internet
Internet incorporated into politics
Virtually every government agency and political organization has a website
Private citizens: politics and public affairs
Operate websites and blogs
12 Percent of Internet users have a blog; 35 percent discuss politics
Only 11 percent of Americans read political blogs
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Private Ownership of the Media
Private Ownership of Media Taken for
Granted in U.S.
Only 300 of 1600 TV stations are public
Only 900 of 15,000+ radio stations are public
Some Governments Control News Flow
China: Internet police prevent “ subversive content ”
Some Western democracies: print media privately owned but not broadcast media
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Tank Man
s Fans
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Private Ownership of the Media
Consequences of Private Ownership
Private ownership results in:
More political freedom
Dependence on advertising revenues
Need for audience appeal
Newsworthiness: degree to which news is important enough to be covered
Market-Driven Journalism: news and commercials geared to target audience
Infotainment: “ soft news ”
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Private Ownership of the Media
Concentration of Private Ownership
Trend towards concentrated ownership
Concern over increasing risk of owners controlling news flow to promote their own interests
Ownership sometimes extends across different media
Propose nonprofit news organizations
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Government Regulation of the Media
Technical and Ownership Regulations
Federal Radio Act (1927)
Federal Communications Act (1934) established Federal Communications
Commission (FCC)
Independent federal commission regulates interstate and international communications
Sets social, economic, and technical goals for industry
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Government Regulation of the Media
Technical and Ownership Regulations
Telecommunications Act (1996)
Relaxed ownership rules
Allowed phone companies to compete and sell TV services
Internet regulation
FCC does not have jurisdiction to regulate content
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Government Regulation of Media
First Amendment prohibits Congress from abridging freedom of press
FCC regulates content to serve public interest
Fairness Doctrine (repealed In 1987)
Equal Opportunities Rule
Reasonable Access Rule
Repeal allowed more ideological, controversial and partisan coverage
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Functions of the Mass Media for the Political System
Four Specific Functions Mass Media
Serve for the Political System
Reporting the news
Interpreting the news
Setting the agenda for government action
Socializing citizens about politics
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Functions of the Mass Media for the Political System
Reporting the News
5000 journalists in congressional press corps
Press has special access to president
News comes from:
Press releases and congressional reports
Live coverage: C-SPAN broadcasts House and Senate
Information leaks by officials
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Functions of the Mass Media for the Political System
Interpreting and Presenting the News
Gatekeepers
Horse race journalism
Media event
Where the public gets its news
Newspaper most important source until 1960s
TV dominant source since 1960s
Radio and Internet
Public consults multiple sources throughout the day
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Functions of the Mass Media for the Political System
Interpreting and Presenting the News
Media influence on knowledge and opinions
80% of public read or hear news each day but do not retain much political information
Television hypothesis: TV to blame for low level of citizens ’ knowledge about public affairs
TV may:
Contribute little to citizens ’ knowledge of public affairs
Discourage respect for different opinions
Lead people to be less trusting of government
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Functions of the Mass Media for the Political System
Interpreting and Presenting the News
Media influence on knowledge and opinions
Media coverage can exacerbate/diminish socioeconomic differences in political knowledge
Contextual information reduces knowledge gaps among users of both print and TV news
Soft news can improve political knowledge
9 out of 10 Americans believe media strongly influences public opinion
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Functions of the Mass Media for the Political System
Setting the Political Agenda
Political agenda
Media ’ s greatest influence on politics
Issues not on agenda will not get political attention
Media can force government to address issues
Some issues disproportionately covered
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Functions of the Mass Media for the Political System
Setting the Political Agenda
Political agenda
Public also influences media coverage
Indirect means to influence political elites
Politicians eager to influence media coverage
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Obama Messes with Texas
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Functions of the Mass Media for the Political System
Socializing the Citizenry
Mass media important agent of political socialization
Young people politically socialized via media ’ s entertainment function
Media play contradictory roles in political socialization
Promote popular support for government
Erode public confidence
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Evaluating the Media in Government
Is Reporting Biased?
News is filtered through ideologies of media owners, editors, and reporters
Reporters criticized for liberal bias
Wealthy, conservative media owners suspected of manipulating content
What is covered and what is not – seen as bias
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Evaluating the Media in Government
Is Reporting Biased?
Incumbents receive more news coverage than challengers
Political bias in coverage can depend on the party in power
Bias in reporting not limited to election campaigns
Different media may reflect different understanding of political issues
Availability and variety of media sources and coverage puts pressure on citizens to judge information
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Evaluating the Media in Government
Contributions to Democracy
Political communication in U.S.
Goes from government to citizens by passing through media
Watchdog journalism
Mass media transmits information from citizens to government as well
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Evaluating the Media in Government
Contributions to Democracy
Press reflects public opinion and often creates it
Defines news and suggests courses of government action
Opinion poll research confirms public opinion influences policy
Majoritarian model of democracy
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Evaluating the Media in
Government
Effects on Freedom, Order, and Equality
Media plays important role in advancing equality
Media offers disadvantaged groups opportunity to gain place on political agenda (i.e. DREAM Act)
Freedom of the press
Journalists resist government attempts to infringe on freedom of the press to promote order
Public support of freedom of press waivers
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