Unit 4 2 The Role Of The Mass Media

The Role of the Mass Media

HAVE YOU EVER WATCHED, READ, OR LISTENED TO ANY OF THE FOLLOWING?

The Influence of the Media
The media, specifically the print media has been called:
the “other government”
the “4th branch of government.”
Some claim it is simply “ infotainment ”
Because it must have a broad appeal, the messages are often simplified, and stereotyped, sensationalized …

What is the function of the press in elections and news coverage?

FUNCTION #1 OF PRESS GATEKEEPER - DETERMINS WHAT IS, OR IS NOT, NEWSWORTHY

WATCHDOG- INVESTIGATION Investigative journalism BACKGROUND, & IMPACT STORIES (muckraking) FUNCTION #2

SCOREKEEPER- WHO’S WINNING, WHO’S LOSING, WHO’S UP, WHO’S DOWN (Howard Dean!) FUNCTION #3

Use of the Media By Presidents
Reagan and his advisors carefully crafted the images and scenes of the presidency to fit the role of TV - this became the “ electronic throne .” TV is the president’s most indispensable power.
Agenda setting focuses public attention on certain aspects of politics and ignores others. Use the media for planned announcements.
Bush has done this numerous times
Going to war with Iraq
“ Mission Accomplished”
Leave No Child Behind

Saddam must be stopped!

Other political institutions and the Press
Congressmen have suffered at the hands of the media; it lacks an ultimate spokesperson.
Congress does not schedule itself to suit the media - their meetings, hearings, and press conferences, as a result the media turn to the president for the day to day news.

Other political institutions and the Press
The Supreme Court is the least dependent on the media-its relies indirectly on public opinion.
The media’s greatest role as a participant in the governing process may be at the local level .
We have multiple sources for finding out what is happening in D.C.
When it comes to finding out about city council or school boards , most of us are dependent on the work of a single reporter.
Consequently, the media’s influence is much greater when there are fewer news sources.

MEDIA is the new Mediator in American Politics
Political parties / interest groups used to be the political mediators between individuals and the government-
they helped organize the world of politics for the average citizen.
Today the media now serves that function.
It is the press , and not the parties, who are performing the evaluation process of candidates.
Candidates have been subject to investigative reporting .
Today’s politician has to cultivate the press.

SHORT “PITHY” QUOTES TO CAPTURE ATTENTION- NOT VERY SUBSTANTIVE, BUT STAY IN VOTERS’ MINDS

“ THERE YOU GO AGAIN!” REAGAN TO CARTER IN 1980 DEBATES

http://www.youtube.com/v/SkAUrPHLkA8&feature/related

“ YOU’RE NO JACK KENNEDY”- 1988

http://www.youtube.com/v/O-7gpgXNWYI

“ READ MY LIPS, NO NEW TAXES!” GEORGE H. BUSH (1988)

“ IT’S THE ECONOMY, STUPID” CLINTON- 1992

“ A BRIDGE TO THE 21 ST CENTURY”

DO YOU SEE IT?

“ COMPASSIONATE CONSERVATISM” GEORGE W. BUSH

“ ASK NOT WHAT YOUR COUNTRY CAN DO FOR YOU…”

“ WE SHALL OVERCOME” LBJ- 1964

“ MR. GORBACHEV, TEAR DOWN THAT WALL!” RONALD REAGAN

“ THE AXIS OF EVIL” PRES. BUSH, JAN. 2002

Using the Media
Propaganda - methods used to persuade you. Appeals to emotion, not logic .
We will look at 5 different styles:
Sound bites are often “ glittering generalities ”- phrases, or words that sound good, but lack significant meaning.
“ The President Americans have been waiting for”
“ Help Make History”
“ Change We Can Believe In”
Justice, liberty, freedom, opportunity

Using the Media
Another propaganda style is called plainfolk
The candidate or politician appeals to your sense of family-ordinary citizenship.
Attempting to say: “I’m just like you”

1960 CAMPAIGN AD

2000 GORE CAMPAIGN

2000 DNC CONVENTION

COMPARE THE GRADE LEVEL OF THESE SPEECHES TO THE NEXT SLIDE!

GRADE LEVEL OF 2000 TV DEBATES

Using the Media
Another propaganda style is called transfer , the candidate or politician appealing to a higher authority.
Candidate or politicians wear red, white, and blue.
Use the national anthem or patriotic music in the background.
Pictures of flags, eagles, Lincoln, the Constitution…anything we hold in high esteem.

IS THE FLAG BIG ENOUGH?

Using the Media-Propaganda Styles
Testimonial When someone famous testifies in your behalf.

Using the Media
Name-calling or Mudsling- associate others with negative things, words, images.
Use black and white images and scary music when talking about your opponent.

Sarah Palin’s Claim
Barack Obama ‘pals around’ with terrorists
http://www.youtube.com/watch?v=JcE37Fps6m4
What connotations are called up when you say someone is friends with terrorists?

Barack Obama’s Claim
John McCain behavior is erratic
http://www.youtube.com/watch?v=8MPd0RIZLkw
What connotations are called up when you say someone handles an issue erratically?

1988 DEM. AD USED TO ATTACK DUKAKIS AS “OUTSIDE THE MAINSTREAM”

http://www.youtube.com/v/MT6VHguHtF8

THE INFAMOUS “WILLIE HORTON AD” USED IN 1988

http://www.youtube.com/v/EC9j6Wfdq3o&NR/1

Using the Media-Propaganda Styles
Card-stacking - Listing all of your positive aspects of your career and every accomplishment you have had.
List all the things you support and plan to do.

Using the Media-Propaganda Styles (Card-stacking)
George H Bush
WWII Vet
Representative in Congress
Head of CIA
Vice President
President

http://www.youtube.com/watch?v=j-QYIP7o2-A&feature=user

Finished!

What are the TRENDS in Media today?

#1 - NO MORE “TALKING HEADS” ONLY OUT IN

# 2 THERE HAS TO BE CONTROVERSY

# 3 US SPIN DOCTORS- SO-CALLED ‘EXPERTS’ WHO BREAK DOWN & ANALYZE

# 4 The media APPEALS TO LOW LEVELS OF SOPHISTICATION - A LACK OF DEPTH OF COVERAGE

NEWS MAGAZINES ARE AT 7 TH GRADE READING LEVEL

# 5 NARROW FOCUS - NOT BROAD CASTING - SO MANY IN THE BUSINESS, THEY NOW TARGET SELECTED AUDIENCES

# 6 FOCUS HAS GONE FROM NEWS AND POLICY TO PERSONALITY

TV STATIONS # 7 “ Conglomerations” major corporations – General Electric, Disney, Viacom, and NewsCorp Less competition among presenters of the news- lose different perspectives

Conglomerations
They tell us what to think about
“ Agenda Setting”
They tell us how to think about it
“ Saddam is like Hitler”
They tell us what’s most important
(by the order it is presented).

MEDIA BUSINESS IS VERY COMPETITIVE - SCANDAL & CORRUPTION SELLS

WE BELIEVE WHAT WE SEE ON TV THE MOST WHAT ARE THE MAJOR PROBLEMS WITH WHAT WE SEE ON TV?

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Unit 4 2 The Role Of The Mass Media

by David Osman on Jul 10, 2008

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Unit 4 2 The Role Of The Mass Media — Presentation Transcript