Day Two on the Media<br />Media Relations with Government& Media Bias <br />
What Makes the Media so Powerful?<br />Gatekeepers<br />Sets the agenda<br />Sets the narrative<br />Decides access<br />
Media Power in Campaigns<br />King makers<br />Weakens party link<br />Image over substance<br />Rising media expense<br /...
Giving the People What They Want?<br />
Bias in the Media<br />Copyright © 2009 Cengage Learning <br />6<br />
Do You Think News Organizations Are Pretty Independent, or Are They Often Influenced by Powerful People and Organizations?...
Partisan Bias?<br />Yes, no, & maybe<br />Clearly, some<br />% positive vs. % negative stories vary<br />Negative coverage...
What do studies show?<br />Liberal bias<br />Conservative bias<br />Corporate bias<br />Somewhat balanced<br />
How to measure bias?<br />What issues assessed?<br />Defining Liberal & Conservative?<br />Degree of partisanship? <br />
Commercial Bias:  Media Self Interest & Advertising<br />Link<br />Step 1:  spread fear on news program<br />Step 2:  endo...
Conclusion:<br />Media elite plays central role<br />Mixed record<br />
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Chapter 6 (day 2)

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Chapter 6 (day 2)

  1. 1. Day Two on the Media<br />Media Relations with Government& Media Bias <br />
  2. 2. What Makes the Media so Powerful?<br />Gatekeepers<br />Sets the agenda<br />Sets the narrative<br />Decides access<br />
  3. 3. Media Power in Campaigns<br />King makers<br />Weakens party link<br />Image over substance<br />Rising media expense<br />Professional media campaigns<br />
  4. 4.
  5. 5. Giving the People What They Want?<br />
  6. 6. Bias in the Media<br />Copyright © 2009 Cengage Learning <br />6<br />
  7. 7. Do You Think News Organizations Are Pretty Independent, or Are They Often Influenced by Powerful People and Organizations?<br />Copyright © 2009 Cengage Learning <br />7<br />Source: The Pew Research Foundation for the People and the Press, “Public More Critical of Press, but Goodwill Persists,” June 26, 2005<br />
  8. 8. Partisan Bias?<br />Yes, no, & maybe<br />Clearly, some<br />% positive vs. % negative stories vary<br />Negative coverage shifts within elections<br />
  9. 9. What do studies show?<br />Liberal bias<br />Conservative bias<br />Corporate bias<br />Somewhat balanced<br />
  10. 10. How to measure bias?<br />What issues assessed?<br />Defining Liberal & Conservative?<br />Degree of partisanship? <br />
  11. 11.
  12. 12. Commercial Bias: Media Self Interest & Advertising<br />Link<br />Step 1: spread fear on news program<br />Step 2: endorse product <br />Step 3: mark-up value of inferior product<br />Step 4: ??????<br />Step 5: PROFIT!!<br />Self-interest not always so apparent<br />12<br />
  13. 13. Conclusion:<br />Media elite plays central role<br />Mixed record<br />

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