prepared by: MC 06
Chapter 13: the Media
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The Media Industry and Government
What Affects News Coverage?
What are the Sources of Media Power in American Politics?
Media Power and Responsibility
Chapter Summary: There are three main types of media in the US – broadcast (which is
regulated by the FCC, is the most popular, and includes radio and television), print
(which is the most important as it covers stories more in depth, and includes newspapers
and magazines), and internet (which is the most current, providing up-to-the-minute
updates on news, including digital copies of printed articles). Broadcast media is FCC
regulated; traditionally this included observation of the Equal Time rule, the right of
rebuttal, and the fairness doctrine (similar but entirely separate forms of regulation); in
recent years these restrictions have been relaxed. Journalists report and interpret.
Politician's have substantial influence on the media (though it can be argued that the
reverse is also true). Politicians tend to fall into a "prisoner's dilemma" situation with
reporters (the politicians want to sell information to other media sources; reporters
portray stories/politicians in a bad light for the drama and appeal, despite any agreements
between the two to act otherwise). Viewer ratings is the number one priority of the
media, as it is directly tied to profitability. Thus the media tends to focus on the specific
anecdotes and instances rather than what issues are behind the stories. The main sources
of media power include agenda setting (decided what issues will be talked about), and
framing (spinning a story to sway public opinion), priming (preparing the audience for
what to look for/think). Adversarial journalism (negative framing) plays a huge role in
politics (this was especially evident in Vietnam and Watergate).
Critical Vocab/Concepts:
adversarial
journalism
agenda setting
Associated Press
broadcast vs. print vs.
internet media
embedded reporters
equal time rule
fairness doctrine
FCC
framing
media power in
influencing political
campaigns
nationalization of the
media
priming
prior restraint
prisoners dilemma of
politicians and
reporters
qualities/effects of
the three types of
media
right of rebuttal
sound bites
Big picture questions from this material:
 How does the media influence public opinion?
 What impact do political figures have on the media?
 What effect does the media have in the outcome of elections?
 How can political parties use the media to their advantage? Interest groups?
 How can public policy be shaped by the media?
Chapter Notes:
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Television: broad audience, all levels, funded by advertising; images shape public opinion
(ex: Vietnam, civil rights movements), often sensationalized. Radio: repetitive, short snippets
of information repeated throughout the day; less depth, corporate sponsors. Print: educated
audience, more detail; acts as a source for others. Internet: reaches millions, up-to-the-minute
information, easily accessible/searchable; not regulated, very diverse, both source and
opinion, no accountability, younger audience, CHEAP.
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Equal time rule: FCC regulation that broadcasters provide candidates for the same political
office an equal opportunity to communicate their message
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Right of rebuttal: FCC regulation giving individuals the right to have the opportunity to
respond to persona attacks made on radio or television
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Fairness doctrine: FCC requirement for broadcasters who air programs on controversial
issues to provide time for opposing views (whether opposing side can afford it or not)
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Agenda setting: determining what issues are taken up by politicians
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Framing: media power to influence how events and issues are interpreted
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Priming: prepping the public to take a certain view of an issue or politician
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Associated Press: (National) Wallstreet Journal, Christian Science Monitor, USA Today
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There is an alleged "liberal bias" in many media outlets; however, conservative news
complexes arose to challenge this liberal bias.
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Prior restraint (stopping the media from printing things) is not practiced in the US – but the
media may be punished for printing what politicians strongly advised against (the media will
tend to agree with politicians anyway)
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Nationalization of the news: accelerated most quickly in the 20s and 30s by radio, television
reinforced this acceleration. Until this point, news had a "local-lens" perspective; now they
had a national scope for interpretation
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Politicians try to form positive relationships with the media; politicians and reporters can do
each other favors (or do each other harm)
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Agenda setting, priming, and framing all help to manipulate public opinion of certain issues
and politicians
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Civil rights movement (generated sympathy and general cynicism, showing peaceful protest
met by police brutality); Vietnam War (portrayed as misguided and "unwinnable"); and the
Watergate affair (media coverage escalated to the point where Nixon had to resign from
office before he was forced out)
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Media ownership was much more concentrated after the Telecommunications Act
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Adversarial journalism has helped facilitate cynicism and low levels of public participation