Magleby chapter9 ppt
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The document discusses the influence of media on politics and governance in the United States. It covers several topics: 1. The evolution of different media (television, radio, newspapers, internet) and their changing influence over time. Television became the dominant media and changed politics through 24-hour news coverage. 2. The media's influence on public opinion through agenda-setting and framing issues. However, their influence is limited by factors like political biases and selective exposure. 3. The role of media in elections, including influencing candidate choices, campaign events, use of consultants and advisors, and a focus on personality over substance. National campaigns receive more coverage than local ones. 4. The relationship
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Magleby chapter9 ppt
- 2. Copyright © 2015 by Pearson Education, Inc. All rights reserved. 9The Media and U.S. Politics
- 3. Copyright © 2015 by Pearson Education, Inc. All rights reserved. 9Learning Objectives 9 9.1 9.2 Describe changes in the nature and extent of the political influence of the various news media Trace the evolution of the news media over the course of U.S. history
- 4. Copyright © 2015 by Pearson Education, Inc. All rights reserved. 9Learning Objectives 9 9.3 9.4 Evaluate the media’s influence on public opinion and attention Describe the media’s role in elections and the associated problems and benefits
- 5. Copyright © 2015 by Pearson Education, Inc. All rights reserved. 9Learning Objectives 9.5 Assess the media’s relationship to governance in the United States
- 6. Copyright © 2015 by Pearson Education, Inc. All rights reserved. The Influence of the Media on Politics The Pervasiveness of Television The Persistence of Radio The Declining Importance of Newspapers and Newsmagazines The Growing Popularity of the Internet 9.1
- 7. Copyright © 2015 by Pearson Education, Inc. All rights reserved. TV changed politics forever Instant access to news and events 24/7 news cycle 9.1 The Pervasiveness of Television
- 8. Copyright © 2015 by Pearson Education, Inc. All rights reserved. 9.1Television in Times Square
- 9. Copyright © 2015 by Pearson Education, Inc. All rights reserved. TV’s influence has changed over time Less time spent on reporting politics Increases in political advertising Issues Candidates 9.1 The Pervasiveness of Television
- 10. Copyright © 2015 by Pearson Education, Inc. All rights reserved. Reaches more households than TV “Drive-time” news radio Radio as a campaign tool Distinctive radio audiences Micro-targeting specific groups National Public Radio (NPR) 9.1 The Persistence of Radio
- 11. Copyright © 2015 by Pearson Education, Inc. All rights reserved. Decline in circulation over past 20 years Fewer young people read newspapers 9.1The Declining Importance of Newspapers and Newsmagazines
- 12. Copyright © 2015 by Pearson Education, Inc. All rights reserved. 9.1New York Times on a tablet
- 13. Copyright © 2015 by Pearson Education, Inc. All rights reserved. Impact of the Internet Provides news for free Provides advertising alternatives ($) Newsmagazines affected similarly 9.1The Declining Importance of Newspapers and Newsmagazines
- 14. Copyright © 2015 by Pearson Education, Inc. All rights reserved. As a primary news source Increasing among young Americans and Internet users Political value Allows people to interact with politicians and others Allows candidates to communicate messages, ideas Social networking 9.1The Growing Popularity of the Internet
- 15. Copyright © 2015 by Pearson Education, Inc. All rights reserved. 9.1 Which news source has seen the greatest decline in importance? 9.1 a. Radio b. Television c. Internet d. Newspapers
- 16. Copyright © 2015 by Pearson Education, Inc. All rights reserved. 9.1 Which news source has seen the greatest decline in importance? 9.1 a. Radio b. Television c. Internet d. Newspapers
- 17. Copyright © 2015 by Pearson Education, Inc. All rights reserved. The Changing Role of the U.S. News Media A Political Tool Financial Independence “Objective Journalism” The Impact of Broadcasting Investigatory Journalism Media Consolidation Regulation of the Media 9.2
- 18. Copyright © 2015 by Pearson Education, Inc. All rights reserved. A Political Tool Freedom of the press Watchdog of government Voice of the party Newspapers retain identification with political parties 9.2
- 19. Copyright © 2015 by Pearson Education, Inc. All rights reserved. Financial Independence Shift in appeal to growing population Less-educated readership Increasing political participation Changes in newspaper financing “Penny press” Changes in content Addition of nonpolitical news content 9.2
- 20. Copyright © 2015 by Pearson Education, Inc. All rights reserved. “Objective Journalism” Reaction to sensationalism “Yellow journalism” 9.2
- 21. Copyright © 2015 by Pearson Education, Inc. All rights reserved. 9.2 Yellow journalism
- 22. Copyright © 2015 by Pearson Education, Inc. All rights reserved. “Objective Journalism” Increasing professionalism Professional associations Code of ethics Rise of wire services Political neutrality 9.2
- 23. Copyright © 2015 by Pearson Education, Inc. All rights reserved. The Impact of Broadcasting Radio Nationalized and personalized the news Increased access to information Used by politicians at outset FDR – “Fireside Chats” 9.2
- 24. Copyright © 2015 by Pearson Education, Inc. All rights reserved. FDR 9.2
- 25. Copyright © 2015 by Pearson Education, Inc. All rights reserved. The Impact of Broadcasting Television Dramatic, visual, and immediate Expansion of news broadcasting Cable TV and the 24/7 news cycle 9.2
- 26. Copyright © 2015 by Pearson Education, Inc. All rights reserved. Investigatory Journalism News investigations often have political consequences Iraqi prisoners WikiLeaks Watergate Washington Post reporting brings down Nixon White House 9.2
- 27. Copyright © 2015 by Pearson Education, Inc. All rights reserved. Media Consolidation Regional media Local ownership Cross-ownership patterns Early TV stations often owned by radio, newspaper corporations Rupert Murdoch and Fox Trending toward conglomeration Courts, FCC, and deregulation 9.2
- 28. Copyright © 2015 by Pearson Education, Inc. All rights reserved. Sean Hannity 9.2
- 29. Copyright © 2015 by Pearson Education, Inc. All rights reserved. Regulation of the Media Government oversight of broadcast media through the FCC Licensing Financing Regulation of content Content restriction challenges under First Amendment 9.2
- 30. Copyright © 2015 by Pearson Education, Inc. All rights reserved. 9.2 Which president became known for his “fireside chats”? 9.2 a. Thomas Jefferson b. Andrew Jackson c. Richard Nixon d. Franklin Roosevelt
- 31. Copyright © 2015 by Pearson Education, Inc. All rights reserved. 9.2 Which president became known for his “fireside chats”? 9.2 a. Thomas Jefferson b. Andrew Jackson c. Richard Nixon d. Franklin Roosevelt
- 32. Copyright © 2015 by Pearson Education, Inc. All rights reserved. The Media and Public Opinion Agenda Setting The pervasiveness of media gives enormous influence to media ownership because of the capability of reaching so many people so quickly. Television's ability to present images and communicate events has influenced U.S. public opinion in profound ways. Issue Framing The media are more aggressive in news gathering. The news media have also assumed the role of speaking for the people. 9.3
- 33. Copyright © 2015 by Pearson Education, Inc. All rights reserved. 9.3 A wave approaches Miyako City in Japan after a magnitude 8.9 earthquake struck the area on March 11, 2011. Natural disasters in a distant part of the world become part of global news coverage.
- 34. Copyright © 2015 by Pearson Education, Inc. All rights reserved. The Media and Public Opinion Are the Media Biased? Factors That Limit Media Influence 9.3
- 35. Copyright © 2015 by Pearson Education, Inc. All rights reserved. Agenda setting - Media determine what topics will become subjects of public debate Media provide means to “spin” message Referendum campaigns The side that defines what the referendum is about, wins 9.3 Agenda Setting and Issue Framing
- 36. Copyright © 2015 by Pearson Education, Inc. All rights reserved. Conservative criticisms Journalists tend to be more liberal Liberal criticisms Corporate ownership leads to undue influence given to conservative issues 9.3 Are the Media Biased?
- 37. Copyright © 2015 by Pearson Education, Inc. All rights reserved. Partisanship and ideology of journalists, policy makers, and the public 9.3
- 38. Copyright © 2015 by Pearson Education, Inc. All rights reserved. Factors That Limit Media Influence Political socialization Party identification Peer pressure Selectivity – People choose to get news from sources that match their bias. They also tend to see and hear only what they want to. Needs – People pay attention to news that directly affects their lives. 9.3
- 39. Copyright © 2015 by Pearson Education, Inc. All rights reserved. FIGURE 9.1: Partisanship and preferred news source 9.3
- 40. Copyright © 2015 by Pearson Education, Inc. All rights reserved. Factors That Limit Media Influence Audience fragmentation – The drastic increase in the options available has caused news to be scattered between many more outlets. This reduces the impact of a single media source. 9.3
- 41. Copyright © 2015 by Pearson Education, Inc. All rights reserved. Partisanship and news source credibility 9.3
- 42. Copyright © 2015 by Pearson Education, Inc. All rights reserved. 9.3 Which of the following limits the influence of media? 9.3 a. Selectivity b. Political socialization c. Audience fragmentation d. All of the above
- 43. Copyright © 2015 by Pearson Education, Inc. All rights reserved. 9.3 Which of the following limits the influence of media? 9.3 a. Selectivity b. Political socialization c. Audience fragmentation d. All of the above
- 44. Copyright © 2015 by Pearson Education, Inc. All rights reserved. The Media and Elections Choice of Candidates Campaign Events Technology Image Making and Media Consultants Impact on Voter Choice 9.4
- 45. Copyright © 2015 by Pearson Education, Inc. All rights reserved. TV influences public perception of what is important in a candidate Role of physical appearance Media determines how much attention candidates receive 9.4 Choice of Candidates
- 46. Copyright © 2015 by Pearson Education, Inc. All rights reserved. Campaign Events Place candidate in settings that reinforce message and image Press conferences Interviews “Photo ops” 9.4
- 47. Copyright © 2015 by Pearson Education, Inc. All rights reserved. Obama campaign stop 9.4
- 48. Copyright © 2015 by Pearson Education, Inc. All rights reserved. Romney campaign stop 9.4
- 49. Copyright © 2015 by Pearson Education, Inc. All rights reserved. Campaign Events Media may shun “staged” events National party convention coverage – has been reduced because it is predictable. 9.4
- 50. Copyright © 2015 by Pearson Education, Inc. All rights reserved. Technology Candidates reach the public Reinforce voter preferences through TV Extend reach through Internet and social media The public interacts Online interaction on political topics “Town meetings” now online Blogs 9.4
- 51. Copyright © 2015 by Pearson Education, Inc. All rights reserved. Media consultants attempt to control the candidate's public image Provide advice on media relations Advertising strategies Focus groups and opinion polling Negative aspects of media consultants New political “elite”? Blamed for negative tone of campaigns 9.4 Image Making and Media Consultants
- 52. Copyright © 2015 by Pearson Education, Inc. All rights reserved. Impact onVoter Choice Personality over substance The horse race - Instead of focusing on issues, reporters focus on the tactics and strategy of campaigns because they think such coverage interests the public. Negative advertising increasing Making a decision – media influences primaries more than general elections. Election night reporting can discourage voters on the West Coast from voting if forecasts are made. 9.4
- 53. Copyright © 2015 by Pearson Education, Inc. All rights reserved. 9.4 Which of the following campaigns is likely to gain more media attention? 9.4 a. Mayoral b. Senatorial c. Gubernatorial d. Presidential
- 54. Copyright © 2015 by Pearson Education, Inc. All rights reserved. 9.4 Which of the following campaigns is likely to gain more media attention? 9.4 a. Mayoral b. Senatorial c. Gubernatorial d. Presidential
- 55. Copyright © 2015 by Pearson Education, Inc. All rights reserved. The Media and Governance Political Institutions and the News Media Presidents Use the media as forum for their agenda 9.5
- 56. Copyright © 2015 by Pearson Education, Inc. All rights reserved. Presidential press conferences: joint and solo sessions, 1913–2012 9.5
- 57. Copyright © 2015 by Pearson Education, Inc. All rights reserved. The Media and Governance Political Institutions and the News Media Congress Media generally focus on individual, not Congress as a whole More likely to receive negative coverage The Supreme Court 9.5
- 58. Copyright © 2015 by Pearson Education, Inc. All rights reserved. 9.5 Which of the following is more likely to receive negative press coverage? 9.5 a. Armed Forces b. Supreme Court c. President d. Congress
- 59. Copyright © 2015 by Pearson Education, Inc. All rights reserved. 9.5 Which of the following is more likely to receive negative press coverage? 9.5 a. Armed Forces b. Supreme Court c. President d. Congress
- 60. Listen
- 64. We will Tell You What to Think!
- 66. Media Models Old Media • Newspapers • Network TV • Radio • Magazines Gatekeepers (experts) Objective Factual
- 67. Media Models New Media • Internet • Cable • Direct mail • Blogs Non-hierarchical Slanted Opinion
- 69. What Sells?
- 70. Front Page Death Ratios How many deaths does it take to make the front page (lead story) of the news. Surf around to some of the major news outlets from the past few weeks and see if you can find the ratio of deaths to fill in the chart below. For example, last week, the death of Anna Nicole Smith made front page news (for a few days meanwhile, it took a bomb killing 120 Iraqis to make the front page (and only for one day). What is a death worth in the news? Deaths _____Celebrity = _____White Americans * = _____Minority Americans * = _____Europeans = _____Latin Americans= _____Asians = _____Haitians= _____Africans = _____Iraqis =
- 71. How much power does the media have to shape public opinion? • Certain factors limit the media influence on public opinion • 1-political socialization. • We view the news we get through filters through which we interpret • the news and the world. We view news through our political attitudes • which we developed through political socialization. • Through what lenses do you view the news? • 2-Selectivity. • People use selective exposure to screen out messages that don’t conform to their biases. People use Selective perception to perceive what they want to in the media messages and disregard the rest. • Do you do that? • 3-Needs. • People watch the media for different reasons. Sometimes to be informed, other times to just be entertained. • 4-Recall and comprehension. • If you can’t understand or remember it, it doesn’t influence you much. • People tend to believe the parts of the media that conform to what they already believed. • Are you any different from this?
- 72. Copyright © 2015 by Pearson Education, Inc. All rights reserved. Discussion Questions How do the media affect the way you think about the government? Why? Do the media have too much power? 9
Editor's Notes
- A supporter of the Republican presidential candidate, former Massachusetts Governor Mitt Romney, uses a cell phone to take a picture during a campaign rally in Toledo, Ohio.
- As important as the new media have become, Americans continue to make use of a wide array of traditional media as well, especially television, radio, and newspapers. In this chapter, we’ll explore the role of the media—their influence on public opinion, elections, institutions, and policy—and how the media have changed over time.
- Evidence that the media influence our culture and politics is plentiful. In considering the amount of influence the media have on politics, two important factors must be addressed: the media’s pervasiveness, and the media’s role as a link between politicians and government officials and the public.
- Television has changed U.S. politics more than any other invention. It provides instant access to news from around the world, permitting people to observe events firsthand. The growth of the 24/7 news cycle means that people have access to news around the clock, instead of just during the early morning or evening news on broadcast television, as was common until the 1980s.
- Here, on the day after the terrorist attacks of September 11, 2001, people in New York’s Times Square watch the television news coverage.
- Television now devotes less time to reporting on elections, but television advertising has become more important as a source of information about candidates and issues.
- Radio continues to reach more U.S. households than television does. Millions more listen to news on the radio while driving. Radio shows make it possible for political campaigns to target specific groups of voters. The distinctive radio audiences are often “micro-targeted” by campaigns to get their specific message across to particular age or ethnic groups. One especially important source of news on the radio is National Public Radio. Audience size rivals that of Rush Limbaugh’s conservative audience.
- Newspaper circulation has been declining for the past 20 years. The circulation figures for newspapers reflect a troubling decline in readership among younger adults.
- People still get news from newspapers, but not always on paper. Here, someone reads the New York Times on an Apple iPad tablet computer.
- Declining readership has led to declining revenues for newspapers. Newspapers have become less profitable because the Internet provides instantly available information for free. The Internet has also hurt newspapers by providing an alternative medium for retail advertisers, particularly for classified ads. Declines in advertising revenue have also hurt weekly newsmagazines.
- For an increasing number of Americans, the Internet is a primary source of news. People go online to search for news and information on topics of interest. How often do you use the Internet to find out what’s happening in the news. Internet users can also interact with politicians or other people about politics through e-mail, social networking sites, and blogs. The Internet provides an inexpensive way for candidates and campaigns to communicate with volunteers, contributors, and voters. Although much is still unknown about the impact of the Internet, it has the potential to fragment the influence of other media. During the past decade, there has been a dramatic increase in the use of social networking computer sites, and these have come to be important in American politics.
- We’ve discussed how the influence of various media has been changing. Can you answer this review question based on the discussion?
- Newspapers remain important as the most objective source of news, but circulation has dropped drastically.
- As they’ve become more pervasive, the media have attracted increased concerns and criticisms about their role in society, and, more specifically, their role in American politics.
- The Framers understood the importance of the press as the watchdog of government and politicians. The Bill of Rights guaranteed freedom of the press. The support of the press during the Revolution had fostered a growing awareness of the political potential of newspapers. Both Hamilton and Jefferson recruited newspapers as advocates for their respective parties in the early stages of American political development. These two papers became the model for future partisan newspapers throughout the nation. The early U.S. press served as a mouthpiece for political leaders. Its close connection with politicians and political parties offered the opportunity for financial stability at the cost of journalistic independence.
- During the late 1820s and into the 1830s, less educated people began to participate more in politics. Newspapers began to appeal more to these new readers as literacy rates began to rise. Publishers also developed new ways to finance their newspapers, charging a penny a paper instead of an annual subscription fee. The “penny press” expanded circulation and increased advertising, enabling newspapers to become financially independent of political parties. Newspapers began to publish more than just political news and began to include reports on sports, fashion, and social activities.
- The early twentieth century marked the beginning of objective reporting. Before this period, newspapers had been filled with sensational stories and scandals, called “yellow journalism.”
- The front page of the New York World shows the explosion of the battleship Maine in Havana Harbor in 1898. This was one of the causes for the Spanish-American War.
- In reaction to yellow journalism, journalists strived to turn their work into a profession. Journalists established professional associations with journals and codes of ethics. This professionalization reinforced the idea that journalists should be independent of partisan politics. The trend toward objectivity was also advanced by the rise of wire services, such as the Associated Press and Reuters, which remained politically neutral to attract more customers.
- Radio profoundly nationalized and personalized the news. The increased access to information made it easier for the public to follow events and increased political interest. The first radio networks carried political speeches, advertising, and events, such as national party conventions. President Franklin Roosevelt used radio with remarkable effectiveness. His “fireside chats” established a standard that politicians still follow today.
- Franklin D. Roosevelt was the first president to recognize the effectiveness of radio to reach the public. His “fireside chats” were the model for later presidents.
- Television added a dramatic visual dimension, increasing audience interest in politics and national events during the turbulence of the 1960s. Television news broadcasting began to expand its programming substantially, including the addition of newsmagazine shows. Cable television created the round-the-clock, 24/7 news cycle. Some networks have chosen to emphasize a particular ideological perspective in programs that combine news and commentary.
- News reporters today do more than convey the news; they investigate it. News investigations, such as the story of torture of Iraqi prisoners or the WikiLeaks scandal, often have political consequences. The best example of the power of investigatory journalism is in the role the media played in the Watergate scandal. The news reporting by the Washington Post prompted congressional investigations on the inner workings of the Nixon White House, leading to the resignation of the president.
- Regional newspapers, radio, and television stations used to be locally owned. Radio networks and newspapers were among the first to purchase television stations, forming cross-ownership patterns that persist today. Today, media companies are huge conglomerates of many newspapers and broadcasting stations. Rupert Murdoch owns the Fox Network, many newspapers, including the Wall Street Journal, and 35 U.S. television stations. Similar trends have occurred within cable and television networks. The courts and the Federal Communications Commission (FCC), the regulatory commission charged with licensing stations, have struck down regulations that limit cable and television network ownership by the same company. It’s an open question whether control of the media by conglomerates will restrict the information that reaches the public.
- Sean Hannity reaches substantial audiences through his cable news show, radio program, books, and recently launched Web site for political news and opinion. Here Hannity signs copies of his book Deliver Us From Evil.
- The U.S. has regulated the broadcast media in some form since their inception. The national government oversees their licensing, financing, and even regulates content through the FCC. The FCC has used its regulatory power to fine broadcasters for indecent content, but that power has been challenged by the broadcast media. The Supreme Court has sided with the media, but has declined to tackle their contention that the fines violate the First Amendment.
- Can you answer this quick review question about a president’s use of the media?
- Franklin Roosevelt used radio to speak directly to Americans during the Great Depression. Such contact with the public was important in passing his New Deal legislation.
- The pervasiveness of media gives enormous influence to media ownership because of the capability of reaching so many people so quickly. Television's ability to present images and communicate events has influenced U.S. public opinion in profound ways. Some analysts have argued that political leaders once wielded more influence in U.S. politics than the media did. Indeed, Franklin Roosevelt, in his “fireside chats,” and John Kennedy, with his televised press conferences, used the media to get their points across. Now, the media are more aggressive in news gathering. The news media have also assumed the role of speaking for the people.
- A wave approaches Miyako City in Japan’s Iwate Prefecture after a magnitude 8.9 earthquake struck the area on March 11, 2011. Natural disasters in a distant part of the world become part of global news coverage.
- Though we tend to accuse the media of being biased, most media venues try to be impartial. Moreover, the media aren’t all powerful. Other factors influence how citizens think and vote.
- The media determine what topics to cover and therefore what topics will become subjects of public debate and legislation. This is called agenda setting. To win support, politicians try to frame issues. They also try to influence the “spin” the media will give to their actions or issues. Issue framing can be subtle or overt. Is abortion a woman’s choice or is it murder? Is Obama’s health care a reform measure or an example of government control? In referendum campaigns, the side that wins the battle of defining what the referendum is about, wins.
- Are the media biased, as everyone claims? Despite perceptions to the contrary, most U.S. news media are committed to being unbiased. Newspapers and television management take care to insulate reporters from their business operations, in part to reduce criticism about favorable treatment of large advertisers. Conservative charges of liberal bias in the media stem from the tendency of journalists to be more liberal than the rest of the public. Liberals counter that conservative forces in the media, such as corporate ownership, lead to disproportionate influence given to conservative issues and commentary. The existence of an ideological bias in the media remains unclear. One bias that doesn’t have a partisan or ideological slant is the bias toward sensationalism.
- Journalists tend to be more liberal than conservative. Why do you think journalists identify as Independents in a far greater percentage than policy makers and the public?
- Our political attitudes, values, and beliefs are developed through a process called political socialization. We watch the news through filters of political socialization. People who belong to a political party see the news through the filter of party identification. Peer pressure often has more impact than the information we get from the media. Selective exposure means that people choose the media outlets that conform to their own biases. They selectively expose themselves to certain information and screen other information that doesn’t support their biases. Similarly, most people also practice selective perception, seeing and hearing what they want to in media messages. Depending on whether they are seeking news or entertainment, people choose different media. Most people are more likely to pay attention to news that directly affects their lives.
- What do these figures imply about the practice of selective exposure?
- The dominance of broadcast media and newspapers in transmitting information has been reduced by the growth of cable television and the Internet. People’s attention is now scattered across more media outlets, diffusing the impact of the press.
- This graph shows that people who identify themselves as Republicans overwhelmingly trust Fox News more than any other television news source, while unaffiliated audience members and self-identified Democrats are more fragmented in their opinions of which source is the most trustworthy. What does this pattern say about the survey respondents? What does it say about the news sources? Activity: Download a podcast or transcript of the Rush Limbaugh Show (www.rushlimbaugh.com). Then, download the same from a left wing talk show host like Randi Rhodes (http://www.therandirhodesshow.com/) or Thom Hartmann (http://www.thomhartmann.com/). Many of these shows have video as well. Play or read segments of both to illustrate the contrasting rhetoric. Ask the students to discuss the effectiveness, legitimacy, and social impact of this extreme style of journalism. Then, ask them to define narrowcasting and consider how it has affected politics in the United States.
- Let’s pause to answer this review question about media influence.
- Media influence is impacted by people’s choices in media outlets and how people process information. As media outlets proliferate, audiences become more fragmented. Americans are no longer all getting the same news from the same sources.
- Media coverage of elections is greatest in high profile federal contests, less in statewide races, and least for most local races. The more news attention given the campaign, the less likely voters are to be swayed by any one source. Because newspapers are no longer the main source of information, politicians are using TV, radio, the Internet, cable news, and the telephone to get their message out. In local contests, personal contact remains important.
- Television strongly influences the public’s idea of what traits are important in a candidate. Candidates today must be telegenic. They must be able to attract media coverage. Media consultants are brought in to find ways to add visibility to candidate and campaigns.
- Candidates schedule events such as press conferences, interviews, and “photo ops” in settings that reinforce their verbal messages and public image. These events are carefully staged. For this reason, many campaign events fail to receive attention if the media sense that they’re being held just to generate news coverage.
- President Obama poses with patrons at the Kozy Corner restaurant in Oak Harbor, Ohio, on July 5, 2012, where he made an unannounced visit to speak with supporters while on a bus tour of Ohio and Pennsylvania.
- In 2012, Republican presidential candidate Mitt Romney signs autographs and greets supporters after holding a campaign rally at Harmon’s Tree Farm in Gilbert, South Carolina, before the primary in that state.
- The networks have dramatically reduced their coverage of national party conventions because the conventions no longer provide much suspense or make news now that candidates are chosen beforehand.
- Technology has radically affected the way elections and campaigns are run. Campaigns can target voters by using local television stations and satellite feeds. Candidates no longer have to travel to meet voters and can instead reach out through tweets and Facebook postings. All serious candidates now have Web pages on the Internet. The public can now interact with each other online on a wide range of political topics. The Internet has recently been described as an online “town meeting.” In recent elections, people have made greater use of blogs as sources of information, and campaigns have often created their own blogs.
- The media's ability to reach a mass audience and the power of the visual image on television have contributed to the rise of media consultants. Media consultants are campaign professionals who provide candidates with advice on media relations, advertising strategy, and opinion polling. A primary responsibility of a campaign media consultant is to present a positive image of the candidate and to reinforce negative images of the opponent. Consultants report the results of focus groups and public opinion polls, which in turn determine what the candidate says and does. Some critics allege that political consultants have become a new “political elite.” These consultants have also been blamed for the negative tone and tactics of recent campaigns.
- Many critics say that reporters pay too much attention to a candidate’s personality and background and not enough attention to issues and policy, while others say character and personality are among the most important characteristics for the public to know. Media report on which candidate is ahead in the polls, treating campaigns like a horse race. Instead of focusing on issues, reporters focus on the tactics and strategy of campaigns because they think such coverage interests the public. Political advertising has always attacked opponents, but recent campaigns have taken on an increasingly negative tone. Voters say the attack style of politics turns them off, but most campaign consultants believe that negative campaigning works. The media seem to have more influence in determining the outcome of primaries than of general elections. By the November general election, party affiliation, incumbency, and other factors diminish the impact of mass media. Election returns from the East Coast come in three hours before the polls close on the West Coast. When major networks project the winner well before polls close in western states, western voters can be discouraged from going to the polls.
- Can you answer this review question about media campaign coverage?
- Even though local elections may have a greater impact on the lives of voters, presidential campaigns receive the most media attention as well as the most voter attention.
- Media seldom report on how government works and the way policies are applied. Instead, they focus on breaking news. Some critics say that the media put pressure on public figures to act when there’s breaking news, which can result in hasty decisions. Presidents need the media to set the public agenda and achieve their legislative aims. Presidents try to manipulate the press to get the coverage they want.
- This table shows the number of joint press conferences—that is, press conferences held with someone else, such as a foreign prime minister—and solo press conferences each president has had, starting with President Woodrow Wilson. How does President Obama’s use of press conferences compare to his recent predecessors?
- Members of Congress cultivate the media in their states and districts. Individual members can get positive media attention, but Congress as a whole doesn’t fare as well. Congress is more likely to get negative coverage from the media. The Supreme Court doesn’t rely on public communication for political support. Rather, it depends indirectly on public opinion for continued compliance with its decisions.
- The media can affect how we perceive those in the public eye. Can you answer this question about media coverage?
- Congress as a whole is hard for the media to cover. It doesn’t have a spokesperson or press secretary. Much of the work’s in done in committees, which may compete with floor debates and press conferences for press coverage.
- Let’s discuss the media, and their power and influence.