This document discusses several topics related to the masses and political communication in America: 1. The condition of America's masses is increasingly unequal, with wealth becoming more concentrated and real wages declining for unskilled workers. Attitudes are increasingly distrustful and cynical due to issues like the global economy. 2. Intolerance toward unpopular groups is rising, which has contributed to the growth of counterelites. Views on issues like immigration differ based on education levels. 3. Mass media play a key role in political communication as the main link between elites and voters. News organizations influence the issues that are discussed by deciding what qualifies as news. Media coverage also emphasizes candidates' images over policies.

1. Dr. Tabakian’s Political Science 1
US Government – Spring/Fall 2014
Week #5

2. COURSE LECTURE TOPICS
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Condition Of America’s Masses
Attitudes Of America’s Masses
Intolerance Toward Unpopular Groups
Elite – Mass Communication
Political Functions Of Mass Media

3. MASSES IN AMERICA
Condition Of America’s Masses Is Increasingly Unequal
• Growth in international trade is the principle cause of
increasing inequality in America.
• Deunionization contributes to the mass condition of
inequality.
• Wealth is even more unequally distributed than income.
• Even though family income has been rising, real wages in
America have been declining.
• Unskilled and semiskilled workers are suffering most.

4. DISTRUST & CYNICISM
The Attitudes of America’s Masses are Increasingly Distrusting and
Cynical.
1. It is caused by disrespect of governmental and political authority.
2. The global economy has disrupted lives of many people.
There are changes in the political process.
1. Dealignment shows a decline in party loyalty.
2. Television has replaced parties in politics.
3. There is increasingly professional politics.
4. There is negative media reporting.
Mass distrust and cynicism may be diminishing after terrorist attack on
America.
1. There is mass confidence in the military.
2. There is mass confidence in the non elected Supreme Court.

5. INTOLERANCE TOWARDS UNPOPULAR GROUPS
There is an Increase in Intolerance toward unpopular groups.
1. This is a reason why right and left counterelites have arisen in American
politics.
2. Mass support for legal immigration has declined over the years.
3. Elite support for legal and illegal immigration has increased over the years.
4. Opinion Differences are explained by variations in level of education.
• The masses are ignorant.
• The masses are politically inactive and apathetic.
• These are the reasons why democracy survives.
Mass intolerance diminished after Brown v. Board of Education.
1. There was a change in who was unpopular.
2. There is a trend in popular vote victories for anti-civil rights issues.

6. POLITICAL MESSAGE
This is the famous “This Land”
cartoon. It is seen as a strong
influential message during the
2004
Presidential
Election.
What is the message behind
this cartoon? Was it the
motivation of those behind its
creation to influence our political
system or was the primary
purpose to produce publicity for
their company?

7. THIS LAND

8. POLITICAL MESSAGE
Snide TV produced a funny political
cartoon during the Presidential
Primary Election of 2008. “Obama
On the Run” Hillary Clinton and
Barack Obama musically argue it
out over who is the better candidate
in this song satirizing "Anything You
Can Do I Can Do Better." The
cartoon focuses on the narcissistic
characteristics of both Hillary
Clinton and Barack Obama. All
candidates are narcissists at heart.

9. I CAN DO BETTER

10. POLITICAL MESSAGE
The
Republican
National
Committee produced “John Kerry:
International Man Of Mystery”
during the 2004 presidential
election.
This
campaign
advertisement pokes fun at John
Kerry’s assertion that he is in
contact with world leaders who are
not comfortable with President
George W. Bush. The theme is set
to “Austin Powers”. Enjoy the video.

11. MAN OF MYSTERY

12. ELITSE-MASS COMMUNICATION
Mass Media are the Primary Channels of
Communication between Elites and Masses
Means of Communication
• Television communicates emotions and
information.
• News executives, reporters, editors, anchors,
and producers decide what will be news.

13. MEDIA POLITICAL FUNCTIONS
Mass Media have Political Functions in Society.
• They have the power to set the agenda of issues.
• Their liberal bias is toward bad-news.
• Supreme Court decisions support mass media on no prior
restraint and absence of malice issues.
• The Federal Communications Commission supports mass
media on fairness issues.
Mass media is the principal link between political candidates
and the voters.
• Mass media emphasize the personal image of candidates
rather than issues.
• Political campaigning through mass media is very costly.
Mass Media mainly influence what people know, think, and
talking about.

14. SELLING ISSUES TO SOCIETY
The mass media’s greatest
power is the ability to decide
what will be decided. How do
interest groups direct mass
opinion today? We will examine
a marketing campaign led by
the “Consumers Union” that
addresses
the
issue
of
prescription cost. Humor very
effective in pulling on emotional
heartstrings. The ending directs
viewers to a website that states
the primary purpose of this clip.

15. DRUGS

16. SELLING ISSUES TO SOCIETY
President Bill Clinton and First
Lady Hillary Clinton proposed
comprehensive
healthcare
legislation to provide health
insurance to millions of uninsured
citizens. The Health Insurance
Association of American (HIAA), a
health insurance lobbying group
produced “Harry and Louise”

17. HARRY & LOUISE