American Leadership Policy Studies (ALPS) is a for-college credit certificate program that teaches the fundamentals of American government. ALPS includes a custom tailored Political Science 1 – US Government course taught in partnership with accredited colleges to assure students receive college credit. The class is taught from the perspective of industry professionals who work in local/state/federal bureaucracies and/or political/union campaigns. This course program may operate at the site of a partnering college or instructor of record who licenses ALPS course materials from WestCal Academy or at WestCal Academy’s main campus in partnership with an accredited college. WestCal Academy This slide covers the following: 1. Condition Of America’s Masses 2. Attitudes Of America’s Masses 3. Intolerance Toward Unpopular Groups 4. Elite – Mass Communication 5. Political Functions Of Mass Media

1. West Coast American Leadership Academy
Political Science 1 – US Government
Fall 2015 / Spring 2016 – Power Point 4

2. Course Lecture Topics
1. Condition Of America’s Masses
2. Attitudes Of America’s Masses
3. Intolerance Toward Unpopular Groups
4. Elite – Mass Communication
5. 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
American masses are increasingly distrusting and cynical.
1. 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 & cynicism diminished after terrorist attacks.
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.

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. 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.

8. 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.

9. Elite To Mass Communication
1. Mass Media are the Primary Channels of
Communication between Elites and Masses.
2. Means of Communication
• Television communicates emotions and
information.
• News executives, reporters, editors,
anchors, and producers decide what will be
news.

10. Elite Information Flow

11. Media Political Functions
Mass Media have Political Functions in Society.
1. They have the power to set the agenda of issues.
2. Their liberal bias is toward bad-news.
3. Supreme Court decisions support mass media on no prior
restraint and absence of malice issues.
4. The Federal Communications Commission supports mass
media on fairness issues.
Mass media is the link between politicians and voters.
1. Mass media emphasize the personal image of candidates.
2. Political campaigning through mass media is very costly.
3. Mass Media influence what people know and think.

12. 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.

13. 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”