THE MEDIA OF MASS COMMUNICATION 11 th Edition John Vivian PowerPoint Prepared by Amy M. Carwile Texas A&M University at Texarkana This multimedia product and its contents are protected under copyright law. The following are prohibited by law: -any public performance or display, including transmission of any image over a network; -preparation of any derivative work, including the extraction, in whole or in part, of any images; -any rental, lease, or lending of the program.
Chapter 14: Media and Democracy Thematic Chapter Overview Media Technology Media Economics Elitism & Populism Media & Democracy Media Future Media & Culture
Media Role in Governance Fourth Estate Edmund Burke Fourth Branch/Watchdog Rule Government-Media Relations Broadcast Regulation Equal Time Rule Fairness Doctrine Print Regulation Tornillo Opinion Internet Regulation
What impact has the consolidation of ownership of the various media had on the assumption that the public can find a balance of diverse views on public issues? What do you see as today s U.S. equivalents of Edmund Burke s four estates? Is news coverage more catalytic or activist in public decision-making? How so?
Media Effects on Governance Agenda-Setting Civil Rights Watergate Sex Scandals CNN Effect Using emotion laden video to elevate distant issues to the domestic public agenda Framing Emphasizing certain aspects of a perceived reality, thereby shaping audience perceptions of the reality
Media Effects on Governance (continued) Media Obsessions Presidential Coverage Conflict Scandals Horse Races Brevity Sound Bites
What factors make it unreasonable to expect the media to be comprehensive in reporting news? What examples of the CNN Effect do you see in your campus news media? How are audiences short-changed by sound bits and other media tools that are used for brevity?
POINT Breitbart, who strongly opposed the Obama presidency, said he posted the excerpts to counter claims from black groups that the nascent Tea Party, which he supported, was racist. In effect, Breitbart said he was bringing balance to the dialogue. Balance, Breitbart was saying, was more important than the accuracy of details. COUNTERPOINT Although literally accurate, Breitbart s excerpts were misleading and irresponsible. Sherrod s life was disrupted, her career jeopardized. The focus of Agriculture Secretary Tom Vilsack and President Obama were distracted from other matters while the dust settled.
Government Manipulation Influencing Coverage Trial Balloons and Leaks Stonewalling News Blackout
How do political leaders use news flow to their advantage? How can this approach backfire? What role do reporters play in the dissemination of negative information about their sources political opponents? How have internet-based media affected the government s ability to leak information?
Political Campaigns Campaign Coverage Issues Agenda Pseudo-events Photo-ops Interpretation Inside Coverage Polling Depth Instant Feedback
Political Campaigns (continued) Attack Ads Negative Ads 527 Financing Making Light
What are some of the most common criticisms of political campaign news coverage from most to least offensive, in your opinion. How do you justify your rankings? What recent actions have been taken by government to address negative political advertising? How effective have these attempts been?
Media and Campaign Finance Television Buys Broadcast Legal Requirements Section 312 Section 315 Internet Legal Requirements Campaign Finance Straw donors Political Action Committees (PACS) Swiftboating Corporate Spending
How would U.S. elections change if the Norwegian model of no political advertising was instituted? Would the nation have better governance? What would subjecting all mass media to campaign advertising requirements like those for broadcasting do to the U.S. political campaign process. Explain whether attack ads help voters make better decisions.