Mass Media and Public Mass Media and Public PolicyPolicy

Popular Conceptions of the Popular Conceptions of the MediaMedia

Popular Conceptions of the Popular Conceptions of the MediaMedia

Popular Conceptions of the Popular Conceptions of the MediaMedia

Defining Mass MediaDefining Mass Media

"Media" = Institutions that control "Media" = Institutions that control communications technologies that communications technologies that comprisecompriseاحتوىاحتوى a cruciala crucialحاسمحاسم means of means of political communication. political communication.

"Mass" media = products (messages) "Mass" media = products (messages) are "mass-produced"are "mass-produced"

So, mass-mediated communication = So, mass-mediated communication = messages made available to large messages made available to large groups of people through technology. groups of people through technology.

The Power of the Media isThe Power of the Media is

to define and interpret events and to define and interpret events and issues; to provide "the pictures in our issues; to provide "the pictures in our heads" heads"

to provide the constant to provide the constant threat/promise of publicitythreat/promise of publicityشهرةشهرة

to enhance or inhibitto enhance or inhibitكبحكبح communication among and between communication among and between citizens and officials citizens and officials

Struggles over the power of Struggles over the power of the media involve the media involve

>>>Access to the media<<<>>>Access to the media<<<Control/influence over the mediaControl/influence over the mediaProperProperالداعمالداعم role of the media in role of the media in

democracydemocracy

What does the mass media What does the mass media consist of?consist of?

Daily newspapers Daily newspapers InternetInternet weekly magazinesweekly magazinesWeekly papersWeekly papersMany more specialty magazines—Many more specialty magazines—TV stationsTV stationsCable systems hundreds of channels Cable systems hundreds of channels

Defining NewsDefining News

What is news?What is news?

A representationA representationA productA product

What news is not:What news is not:

a neutral "mirror" of the world.a neutral "mirror" of the world.reporter-generated (usually). reporter-generated (usually).

What sort of norms do What sort of norms do journalists followjournalists follow

FairnessFairnessBalanceBalanceAccuracyAccuracyNo obvious ideological biasNo obvious ideological biasThe problem with this: news The problem with this: news

coverage is often more “objectivistic” coverage is often more “objectivistic” than objective.than objective.

Pressures On Reporters:Pressures On Reporters:

Pressures to cooperate w/official sources Pressures to cooperate w/official sources Pressures to standardize the news to fit Pressures to standardize the news to fit

with organizational constraints:with organizational constraints: "News hole""News hole" TimeTime Beats Beats Camera crews/bureaus Camera crews/bureaus Media attributes (e.g. visuals for TV)Media attributes (e.g. visuals for TV)

Pressures to agree with "the pack"Pressures to agree with "the pack"

Ideological bias: in the eye of Ideological bias: in the eye of the beholderthe beholderالناظرالناظر? ?

This bias runs with the current ideological This bias runs with the current ideological consensus of the timesconsensus of the times

AIM and FAIR are both reflections of how AIM and FAIR are both reflections of how bias can be found no matter where or how bias can be found no matter where or how you look.you look.

We all “find” ideological bias in the things We all “find” ideological bias in the things we readwe read

Journalists are not in some ungodly Journalists are not in some ungodly conspiracyconspiracyمؤامرةمؤامرة to brainwash us (they to brainwash us (they have to report to editors and owners)have to report to editors and owners)

Meaning of "bias" = both Meaning of "bias" = both empiricalempiricalتجريبىتجريبى and and normativenormativeالمعيارىالمعيارى::

news is news is necessarilynecessarily a systematically a systematically patterned/distorted representation of the patterned/distorted representation of the world. Why?world. Why? There isn’t enough time to cover everythingThere isn’t enough time to cover everything There aren’t enough resources to cover There aren’t enough resources to cover

everything.everything. a critique: news doesn't have to be a critique: news doesn't have to be

patterned/distorted patterned/distorted in these particular in these particular waysways. If we are sensitive to these biases . If we are sensitive to these biases we can overcome them.we can overcome them.

Lance Bennett: News Lance Bennett: News contains "information biases."contains "information biases."Personalization: what does it mean to Personalization: what does it mean to

say the news is personalized?say the news is personalized?DramatizationDramatizationالتضخيمالتضخيمFragmentationFragmentationالتجزئةالتجزئةNormalizationNormalizationتطبيعتطبيع and consensus and consensus

journalismjournalismتوافقتوافقConsider the political costs of all thisConsider the political costs of all this

Why is news patterned Why is news patterned تحكىتحكى this this way?way?

It’s cheaper—thereby guaranteeing profit marginsIt’s cheaper—thereby guaranteeing profit marginsAudience CharacteristicsAudience CharacteristicsHow do journalists defend themselves? How do journalists defend themselves?

We’re just a reflection of the world.We’re just a reflection of the world.People choose what to consume—they’re not stupidPeople choose what to consume—they’re not stupidThis is what people want, as measured by ratingsThis is what people want, as measured by ratings

The result of all this: the most restricted range of The result of all this: the most restricted range of choices of information in the democratic worldchoices of information in the democratic worldThe news is biased because of the very safeguardsThe news is biased because of the very safeguardsامانامان

to ensureto ensureمضمونمضمون “ “fairness” not objectivityfairness” not objectivity

Media and public policyMedia and public policy

Graber’s Muckraking cycleGraber’s Muckraking cycle

Journalistic investigationJournalistic investigationPublicationPublicationPublic opinionPublic opinionPolicy InitiativesPolicy InitiativesPolicy consequencesPolicy consequences

Things don’t always work the Things don’t always work the way the model would suggestway the model would suggest An investigation may not yield publicationAn investigation may not yield publication Publication may not stir public opinion Publication may not stir public opinion

(Whitewater)(Whitewater) Even when public opinion is stirred, policy Even when public opinion is stirred, policy

initiatives may not resultinitiatives may not result Even when policy initiatives result, those Even when policy initiatives result, those

consequences may not result. consequences may not result. if something does happen, we may never if something does happen, we may never

know (fragmentation)know (fragmentation)

Other Benefits of Other Benefits of Investigative JournalismInvestigative Journalism

It might alter the behavior of It might alter the behavior of viewers, as with stories on how to viewers, as with stories on how to protect yourself against crime or firesprotect yourself against crime or fires

Or it might alter the behavior of bad Or it might alter the behavior of bad guys (“leaping impact” muckraking)guys (“leaping impact” muckraking)

Is public opinion actually Is public opinion actually mobilized?mobilized?

We know from the media effects We know from the media effects studies that this sort of influence of studies that this sort of influence of the media is sort of hard to measure the media is sort of hard to measure and proveand prove

Is there any necessary relationship Is there any necessary relationship between public opinion and actual between public opinion and actual policy change? policy change?

The role of the media in The role of the media in all stages of the policy all stages of the policy

processprocess

Agenda setting and “agenda Agenda setting and “agenda building” building”

Doris Graber: Agenda building is Doris Graber: Agenda building is when the media “create a political when the media “create a political climate that determines the likely climate that determines the likely thrust of public opinions.”thrust of public opinions.”

Examples Watergate, economic Examples Watergate, economic recovery policy recovery policy

Alternative selectionAlternative selection

The media can influence this by The media can influence this by determining the acceptable range of determining the acceptable range of opinionsopinions

This become obvious when they This become obvious when they cover “both” sides of a story, as if cover “both” sides of a story, as if there were only two.there were only two.

Adoption and enactment are Adoption and enactment are often treated as dramas often treated as dramas

Conflicts between competing actors Conflicts between competing actors on highly personal groundson highly personal grounds

These conflicts are often the result of These conflicts are often the result of a set of institutional and a set of institutional and constitutional processesconstitutional processes

Implementation and feedback Implementation and feedback

Covered when there is some sort of Covered when there is some sort of failure or conflict in the failure or conflict in the implementation of a program implementation of a program

Prime example: waste, fraud and Prime example: waste, fraud and abuseabuse

Which gets us to the liberty/security Which gets us to the liberty/security tradeoff, and the efficiency criteriontradeoff, and the efficiency criterion

Your goals, as an advocateYour goals, as an advocate

Get your ideas out thereGet your ideas out thereMay yourself and your group available May yourself and your group available

to journaliststo journalists Influence the agendaInfluence the agenda

Don’t tell people what to think—tell Don’t tell people what to think—tell them what to think aboutthem what to think about

This is where the op-ed assignment This is where the op-ed assignment comes in.comes in.

Practical ConsiderationsPractical Considerations

Your goal: getting your ideas out Your goal: getting your ideas out therethere

Persuading people that there’s a Persuading people that there’s a problem (this week’s assignment)problem (this week’s assignment)

Persuading people that there are Persuading people that there are good solutions.good solutions.

How do you work with the How do you work with the media?media?

Cultivate relationships with editors Cultivate relationships with editors and reportersand reporters

Send press releasesSend press releasesTextTextRaw videoRaw videoRaw audioRaw audio

Who do I want to reach?Who do I want to reach?

What What types types of people?of people?General publicGeneral publicSpecialists and expertsSpecialists and experts

Where are these people?Where are these people?NationwideNationwideRegionalRegionalStateStateLocalLocal

What outlets can I use to reach What outlets can I use to reach people?people?

TVTVRadioRadioNewspaperNewspaperMagazinesMagazines InternetInternet

Web sitesWeb sitesBlogsBlogsOther? (Youtube, Facebook, etc.)Other? (Youtube, Facebook, etc.)

What sort of things attract the What sort of things attract the media?media?

Topical news conferencesTopical news conferencesProtests and ralliesProtests and ralliesSponsoring famous and controversial Sponsoring famous and controversial

speakersspeakersDeveloping a reputation for expertiseDeveloping a reputation for expertise

The Assignment: An Op-Ed PieceThe Assignment: An Op-Ed Piece

What makes a good op-ed piece?What makes a good op-ed piece?TimelinessTimelinessGood writing—no big words. No long Good writing—no big words. No long

sentencessentencesLogical analysisLogical analysisBrevityBrevity. No more than 750 words. . No more than 750 words. A compelling story and argumentA compelling story and argumentTwo examples: one published, one not. Two examples: one published, one not.

(these aren’t perfect!)(these aren’t perfect!)