Think about an political ad, speech, Think about an political ad, speech, comedic or news commentary you recently comedic or news commentary you recently

saw. saw. Did it influence you?Did it influence you?

What role do you think the media plays in What role do you think the media plays in politics?politics?

ROLE OF THE MEDIAROLE OF THE MEDIAHOW DOES THE MEDIA REPORT ON POLITICS?HOW DOES THE MEDIA REPORT ON POLITICS?

““Speak softly and carry a big stick.”Speak softly and carry a big stick.”““We have nothing to fear but fear itself.”We have nothing to fear but fear itself.”““I am not a crook.”I am not a crook.”““Read my lips- NO NEW TAXES.”Read my lips- NO NEW TAXES.”““Building a bridge to the twenty-first century.”Building a bridge to the twenty-first century.”““Fuzzy Math.”Fuzzy Math.”

Answer: The Media takes a long speech and cuts it down into Answer: The Media takes a long speech and cuts it down into Little Little SNIPITSSNIPITS..

SOUND BITES:SOUND BITES: A small portion of a speech that is A small portion of a speech that is reported on TV, radio or print.reported on TV, radio or print. *The average sound bites is *The average sound bites is 7 7 seconds long, followed by seconds long, followed by 3030 seconds of __ seconds of __commentarycommentary___.___.

What assumptions does the media make about it’s viewer?What assumptions does the media make about it’s viewer?**Public is too Public is too DUMBDUMB *Public’s attention is to *Public’s attention is to SHORTSHORT

What is the impact of sounds bites?What is the impact of sounds bites?*Don’t receive comprehensive information*Don’t receive comprehensive information

*it is easy to distort the actual meaning of what was said.*it is easy to distort the actual meaning of what was said.

ROLE OF THE MEDIAROLE OF THE MEDIA HOW DO POLITICIAN “WORK” THE MEDIA?HOW DO POLITICIAN “WORK” THE MEDIA?

““time to kiss the babies……”time to kiss the babies……” PHOTO OP:PHOTO OP:Staged event so that a politician can be seen by voters in Staged event so that a politician can be seen by voters in A particular way. A particular way.

• EX. EX. Front-page picture of Obama eating chicken Wings at Duffs restaurant. Front-page picture of Obama eating chicken Wings at Duffs restaurant. Technique? Technique?

FREE MEDIA:FREE MEDIA:Media coverage of a candidate/politician for which there is NO COSTMedia coverage of a candidate/politician for which there is NO COST

Advantage?Advantage? ++++++ Disadvantage? - - - Disadvantage? - - - • FREEEEEEEFREEEEEEE NO CONTROL over message NO CONTROL over message• Ex. Ex. Obama appears on “Saturday Night Live”Obama appears on “Saturday Night Live”

PAID MEDIA:PAID MEDIA:Media coverage paid forMedia coverage paid for by a CANDIDATE, his or her CAMPAIGN or a by a CANDIDATE, his or her CAMPAIGN or a

POLITICAL ACTION COMMITTEE (PACPOLITICAL ACTION COMMITTEE (PAC) ) • Advantage? Advantage? Disadvantage?Disadvantage?• TOTAL CONTROL TOTAL CONTROL Cost tons of $$$$Cost tons of $$$$

Ex.Ex. Obama is on all three networks during Primetime for a 30 minute info-mercial. Obama is on all three networks during Primetime for a 30 minute info-mercial.

ROLE OF THE MEDIAROLE OF THE MEDIAThe 4The 4thth Branch of Gov’t Branch of Gov’t

DRAMADRAMA FRONT PAGEFRONT PAGEINFOINFO LEAD STORYLEAD STORYISSUESISSUES COVERCOVER

MEDIA IS THE LENSEMEDIA IS THE LENSE It Filters WHAT we SEE!It Filters WHAT we SEE!

POPULATION-US

ROLE OF THE MEDIAROLE OF THE MEDIA Propaganda TechniquesPropaganda Techniques

TESTIMONIALTESTIMONIAL- ENDORSEMENT- ENDORSEMENT from celebrities from celebrities and other well known people.and other well known people.

MUDSLINGINGMUDSLINGING- - Often referred to asOften referred to as a “a “ATTACK ADATTACK AD” the TV, radio. And ” the TV, radio. And

print advertising make assertion print advertising make assertion about the opponent. Sometimes know about the opponent. Sometimes know

as as NAME CALLING NAME CALLING intended to create a intended to create a NEGATIVENEGATIVE impression of one’s opponent.impression of one’s opponent.

TRANSFERTRANSFER- - Use of popular Use of popular SYMBOLSYMBOL to create a to create a positive connotation for the candidate or the use of a positive connotation for the candidate or the use of a NEGATIVENEGATIVE symbol to create a negative connotation symbol to create a negative connotation of the of the OPPONENTOPPONENT..

ROLE OF THE MEDIAROLE OF THE MEDIA CARD STACKING-CARD STACKING- Use of Use of STATS STATS or or DATADATA often in often in

a one-sided manner; a one-sided manner; OMMISSIONOMMISSION of of information that is crucial to information that is crucial to

drawing an informed conclusion.drawing an informed conclusion. PLAIN FOLKSPLAIN FOLKS An attempt by a An attempt by a CANDIDATECANDIDATE

to appeal to the to appeal to the AVERAGEAVERAGE voter as just “ voter as just “ ONE OF US ONE OF US ””

GLITTERING GENERALITIES-GLITTERING GENERALITIES- They are types of They are types of ads that almost always are very ads that almost always are very POSITIVE POSITIVE. Designed . Designed to to leave leave the viewer with a very good the viewer with a very good FIRSTFIRST impression. impression.

BANDWAGONBANDWAGON--Similar to card staking, this is an Similar to card staking, this is an attempt to convey attempt to convey

a sense of momentum and aa sense of momentum and a EVERYONE IS DOING IT EVERYONE IS DOING IT attitude attitude