1) theoretically-- "What
do the theories say about the media?"
2) empirically-- "What have
social scientists discovered about the media? What can we discover about
the media?"
3) comparatively-- "What are the
media like in Ruritania?"
Theoretically
elite theory
The media ia a powerful avenue of elite
control since it has such a powerful effect on people. If the media
are controlled by a few, it supports the ability of elites to influence
the masses' attitudes and behaviors.
What would be the evidence to support
the elite theory approach?
plural theory
The media is an arena in which groups
compete to get their messages across. There will be multiple access
points for all types of groups so that no group is excluded. Some
groups may be able to buy access, others can stage events to gain media
attention and access. Thus diversity of media sources allow individuals
choice and groups access.
What would be the evidence to support
the plural theory approach?
democratic theory
media provide the information for citizens
to make informed judgements about the decisions which affect their lives
What would be the evidence to support
the democratic theory approach?
Empirically
Basic Information
Americans consume more than 7 hours of media per day
estimates are that approximately 20% is "reality content"
the rest is "fantasy content"
Print
there are 2000+ daily newspapers with 60 million+ papers daily
less than 3% of American cities have competing daily newspapers
many cities' newspapers (70%+) are part of large chains (ie.
Cox, Hearst, etc.)
most Americans get their non-local news from one of 2 large
news service
(AP or UPI)
Radio
while there are more than 9000 radio stations, few are "all
news stations"
Television
although there are 600+ TV stations, there are 3 major networks
(ABC, CBS, NBC)
2 semi-major networks (Fox, Turner, both with small news bureaus)
for those with cable, there is usually at least one "all news"
stations: CNN
Two Major Trends:
Growth of Cable
The expanding number of cable stations, satellite tv, etc. will
allow those who seek to avoid political information to do so (All
sports, all the time!, the Romance Channel!, Home and Gardern TV!,
24 hours of eligious programming!)
Conglomeratization
the media is like any other industry with
the growth of conglomerates
RCA (NBC) has large holdings in the space
and defense industries
CBS's parent company owns 4 of the 6 largest
publishing houses
are you a knowledgeable consumer of information
off of the computer?
Is the American media dominated by a relative small number of
people? Are there are variety of sources? Do the media educate and inform?
Impact of the Mass Media in General
1) providing information
with the media being commercial enterprises, do they have an
obligation to provide politically relevant information and news?
the commercial interest vs. public duty debate
2) shaping the political culture
do the media provide clear messages about what is important
and what isn't in our culture? Does advertising shape our "consumer
culture" to the extent that politics is all about advertising, not ideas?
3) structuring the public agenda
Do the media decide what will be decided?
Monica Lewinsky vs. campaign reform, world economic crisis,
etc.
4) has an impact on the institutions of government
Lack of trust in public institutions Decline in authority
level vs. regime level support
5) government officials attempt to "control"
the media
The career aspirations of newspeople vs. "good reporting"
The adversarial nature of the press. The "gotcha mentality".
On Bended Knee
Comparatively
What are the media like in Ruritania? One newspaper! Who controls it?