Media as a Linkage Institution Why is media

Media as a Linkage Institution

Why is media a linkage institution? • Media educates citizens and politicians • For politicians, candidates, and interest groups: – They use media to communicate a message integral to political success • Politicians want to: gain control of and influence the political agenda

Media Events! • Politicians will often hold media events to communicate an image • Typically, a candidate will spend 60 -70% of his/her campaign funds on television ads, commercials, print media, etc. • Media Event example: – President Barack Obama – https: //www. youtube. com/watch? v=d-QDf. EMXAgk – What is President Obama proposing in this video? What is he trying to do/change? ________________________

Types of media • Broadcast media: television programs, more popularly watched and followed – Examples: Nightly News (not with Brian Williams anymore…womp), ABC World News Tonight, etc. • Print media: written news articles; these are commonly more popular amongst the more politically informed, activist types – Examples: The Washington Post, The New York Times, The Washington Times, USA Today

The Rise of Cable News • Narrowcasting: viewers can select what information they want and what they do not want (selective attention/”tuning stuff out”) and they would rather watch sitcoms, TV dramas, reality T. V. , etc. • As a result, the electorate is less knowledgeable, more suspicious of politicians, more unaware of everyday political activity, and policymaking/agenda, and simply less politically involved

20 th Century (and beyond) Changes to Media • Radio, T. V. , press conferences, debate, internet (i. e. youtube debates, individual websites, etc. ) • In the 1800 s, we had yellow journalism; today, we have investigative journalism = detective-like reporting methods to unearth scandals and negative interest stories – Today, this makes news more adversarial and watchdog

1960 s- Present • More negative • More focused on politician’s daily behaviors and personality lack of depth in content • SOUND BITES: 10 seconds on average; in the ‘ 60 s, they were 40 seconds

Roles of Media • Watchdog – Scrutinizing the behavior and decisions of public officials – Since the 1970 s, there has been a significant rise in the popularity of investigative journalism – Clips: • http: //www. foxnews. com/politics/2014/08/22/pentagonviolated-law-with-bergdahl-prisoner-swap-governmentwatchdog-says/ • http: //thedailyshow. cc. com/videos/4 d 109 s/investigatinginvestigative-journalism • http: //thecolbertreport. cc. com/videos/44 gj 25/who-swatching-the-watchdog----liam-mccormack

Roles of Media, Con’t. • Gatekeeper/agenda setter – The media determines what they will print or ain and in turn, this dramatically affects what the public knows about – Clip: • http: //www. huffingtonpost. com/2012/07/06/mediajobs-report-2012 -election_n_1654738. html

Roles of Media, Con’t. • Scorekeeper/horserace journalism – Media keeps track of where candidates and those in office stand in the polls, especially during an election year – Clip: • http: //www. huffingtonpost. com/2012/11/05/polls 2012_n_2038645. html • http: //video. foxnews. com/v/4000389588001/pollnumbers-encouraging-mitt-romney/#sp=show-clips