And…cut!Private media, bias and how news effects

public opinion.

Private vs. PublicHow do Television networks get money to run their networks?

Through advertising.

Problem??

How do public networks gain their money?

Donations

Pledge drivesPBS, and NPR.

Who owns what?http://www.neatorama.com/2008/07/07/who-owns-what-on-television/

Can I have your attention please?

Networks have to gain large audiences

Larger audience = more profit

The Reporter’s role.Search for sensational, odd stories

Expose corruption, or scandal

Follow Justin Bieber.

Long factual stories tend to score low.

Boring “talking heads”

Marauders Map?Although reporters do track stories down, they are leaked stories often as well.

Watergate – investigative expose

President Clinton, Monica Lewinsky affair – leaked.

Why leak information?Trial Balloon: information leaked to an audience to observe the reaction.

Under fireFor war stories now, and for global news, there are imbedded reporters.

Those who are imbedded in military units to observe wars and give first-hand accounts.

Why is it important to have reporters living abroad, and living in units?

Give your reportNewscasts now contain sound bites, accompanied by analysis of what has been said.

Full speeches are shown live, and never shown again in their entirety.

The President is given 8 seconds of uninterrupted talking time

In 1968 it was a total of 43 seconds.

Broadcasting channels can refuse to show speeches and leave them to the narrowcast channels.

Fox opted out of Healthcare address for Dancing with the Stars.

Its fine by us (bias)

Media outlets tend to lean more left

40% identify liberal

25% identify conservative

This bias feeds into a need for excitement

A reporter can be wrong, but never boring.

Fox news clip yesterday.

The Agenda Setters

Agenda Setting Effect:Media increases attention to certain criteria

The public evaluates their leadership based on this criteria.

Job creation, deaths in a conflict, etc.

Can phrase stories differently to influence opinions

Talking briefly on successes of troop surge in Iraq

Focusing on plummeting economyWhat will the public focus on more?

More effectsWatchdog Effect

Reporters view it as their responsibility to keep politicians honest.

Expose corruption, and fact check statistics

62% say it is the press’ job to keep politics honest

22% say it gets in the way of politicians doing their jobs.

Political Entrepreneurs

See to effect the policy agenda.Policy agenda: issues that grab the attention of those who are involved in politics

Gay marriage rights, gun control, and immigration reform.

How do they effect agenda?Press releases, press conferences, letter writing, and convincing reporters to take their side.

Other ways groups gain attentionStaging large dramatic events such as protests, or extreme displays.

 

1.) In the past 20 years, the media in the United States has undergone a transformation from “broadcasting” to “narrowcasting.”

 

a.) Describe the difference between broadcasting and narrowcasting.

 

b.) Describe how narrowcasting affects bias in the media.

 

c.) Describe how narrowcasting can affect the media’s ability to influence public opinion.