Political Parties, Interest
Groups, and Mass Media
Unit IIIC
Mass Media
Mass Media
Includes all forms and aspects of
communication to the general public
 Considered the “fourth branch of
government” given the importance and
influence on the electorate, policymaking, politics, and the government

Mass Media Development
Newspapers

Colonial and Early Republic
Times
– Small circulations
– Expensive
– Financed by politicians and
interest groups

Modern Times
– Telegraph and printing
developments increased
circulations on national levels
by late 19th century
– Yellow journalism
– Limited press due to television
and internet
Mass Media Development
Magazines
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Developed in mid-19th
century with smaller
circulation and limited
publishing
Gained influence with
muckraking articles
during Progressive Era
After 1920s, national
circulation
– Time, Newsweek, U.S.
News and World Report
Mass Media Development
Radio

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Developed in early 20th
century
Primary source of news
and event broadcasts
for early and mid-20th
century
FDR used radio for
fireside chats
Lost influence with
television
Mass Media Development
Television

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After WWII, television became
primary source for news and
event broadcasts
Helped glorify journalists
Claims largest mass media
audience
Broadcast of McCarthy hearings,
Nixon-Kennedy debates, and
Vietnam coverage solidified
television in political spectrum
Narrowcasting, cable news, and
24/7 news cycle in late 20th
century
– Talking heads
Mass Media Development
Internet
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Development in late
20th century and early
21st century
World Wide Web
becoming growing
source of news and
information
Blogs
Subject to immense
bias and limited factual
credibility
Function of Mass Media
Provide information to the public
 Influence and shape public opinion
 Link the government and the public
 Act as a watchdog of the government
 Influence agenda setting

Role of National Press

Gatekeeper
– Influencing or determining which issues receive
attention or degree of attention
– Part of agenda setting

Scorekeeper
– Tracking candidates or issues showing their
importance or significance over time
– Ex. Polls on leading Republican presidential
candidates

Watchdog
– Investigating and exposing candidates and
institutions
– Ex. Watergate
Media and the President

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The President receives the most attention by
the media
Media Events
Press Secretary
Sources of Information
–
–
–
–
News/press releases
News briefings
News conferences
Leaks
Media and Congress

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Limited coverage in
relation to President
Coverage of
confirmation
hearings, oversight
investigations,
scandals
C-SPAN
Mass Media Jargon
Media event
 Sound byte
 Loaded language
 On the record
 Off the record
 On background
 On deep background
 Trial balloon
 Kill a leak

Regulation of Media

Technical
– Licensing, signal strength, digital
conversion

Structural
– Organization and ownership of broadcast
media outlets

Content
– Limitations on coverage of subjects
Federal Communications
Commission (FCC)


Federal
Communications Act
of 1934 established
FCC as independent
regulatory agency
on interstate
communication
Enforces technical,
structural, and
content regulations
Technical Regulation

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
Public owns the airwaves
Anything transmitted over the airwaves is
subject to regulation
Radio and television broadcasters must
obtain a license renewable every 5 years
– Subject to hearing if a group objects/complains

Digital conversion
– Digital Transition and Public Safety Act of 2005
– All over-the-air broadcasts must end analog
transmissions and convert to digital
Structural Regulation

Media Consolidation
– Before 1980s, media monopolies were
strictly enforced and prohibited
– A corporation could not monopolize an
entire market

Telecommunications Act of 1996
– Deregulated limitations on corporations
– Led to fewer but larger media
conglomerates
Content Regulation

Political Campaigns
– Fairness Doctrine
Mandated broadcast of opposing views
 Dismissed by FCC in 1987

– Equal Time Rule

Media time must be equally granted, media costs must
be equal, commercial ads must be the same during
candidate air time
– Right of Rebuttal

Candidates have the right to opportunity to respond to
allegations made by an opposing candidate
Content Regulation

Public Decency
– FCC imposes fines and
may revoke licenses in
violation of decency
standards set by law
– Obscenity prohibited
– Profanity prohibited
between 6AM and 10PM
– Only enforced on overthe-air broadcasts; cable
not subject
2004 Super Bowl XXXVIII
Halftime Show
First Amendment

Prior Restraint
– Government prohibited from
censoring or refusing
publication/broadcast
– Near v. Minnesota (1931)
– New York Times v. United
States (1971)

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Pentagon Papers
Libel
– Malicious printed material is not
protected

Slander
– Malicious oral material is not
protected
Media Bias
Coverage and reporting of issues and
candidates slanted by “liberal” reporters
and/or “conservative” media owners
 Sensationalism over objectivity
 Actual News Headlines vs. Fox News
Headlines

Media Bias