mass media

Examples of mass media in the following topics:

• The Mass Media

  • Media can have an important affect on public opinion in several ways.
  • Media can have an important affect on public opinion in several ways.
  • Public opinion can be influenced by public relations and the political media.
  • Additionally, mass media utilizes a wide variety of advertising techniques to get their message out and change the minds of people.
  • Explain the different ways that the mass media forms public opinion

• Coordinating and Promoting Party Policy

  • The DNC and RNC promote party policy in a variety of ways through the mass media.
  • Meanwhile, party policy is promoted through a variety of interactions between parties and the mass media .
  • The mass media is utilized to reach out to a nationwide audience.
  • Traditional mass media techniques of issuing press releases and staging televised debates are used to generate attention toward a party's policies.
  • The DNC and RNC utilize various forms of mass media to promote their party's policies.

• Informing the Public

  • Informing the public by traditional and modern mass media is a goal of the DNC and RNC, who gain supporters by remaining.
  • Traditional mass media approaches include issuing press releases and coordinating staged events; more modern approaches include reaching out to prospective constituents through Facebook pages, Twitter feeds, and YouTube channels.
  • Political parties also play an active role in managing the media.
  • In addition to hosting websites and populating social media, parties engage in spin with journalists and produce and air radio and television advertisements.
  • Parties that have a strong media presence are the most effective in attracting volunteers and financial contributors.

• Agenda-Setting Theory

  • In reality, mass media only shows the audience what it comprehends as an important issue.
  • Much of the modern electoral process is concerned with winning swing states through frequent visits and mass media advertising drives.
  • Mass communication plays an important role in our society.
  • Mass communication is defined in " Mass Media, Mass Culture" as the process whereby professional communicators use technological devices to share messages over great distances to influence large audiences.
  • Mass-media coverage in general and agenda-setting in particular also have a powerful impact on what individuals think that other people are thinking, and hence tend to allocate more importance to issues that have been extensively covered by mass media.

• Media Bias

  • Sensationalism is a type of editorial bias in mass media where events and topics in news stories and pieces are over-hyped to increase viewership or readership numbers.
  • Media bias is the bias of journalists and news producers within the mass media, concerning the selection of events and stories that are reported, and how they are covered.
  • Political bias has been a feature of the mass media since its birth following the invention of the printing press.
  • Although a process of media deregulation has placed the majority of the Western broadcast media in private hands, there still exists a strong government presence, or even monopoly, in the broadcast media of many countries across the globe.
  • Sensationalism is a type of editorial bias in mass media in which events and topics in news stories and pieces are over-hyped to increase viewership or readership numbers.

• Forming Political Values

  • People form political values throughout their life cycle through different agents of political socialization, including family, media, and education.
  • Schools: Most influential of all agents, after the family, due to the child's extended exposure to a variety of political beliefs, such as friends and teachers, both respected sources of information for students.Mass Media: Becker (1975) argue that the media functions as a medium of political information to adolescents and young children.
  • Mass Media – Effect difficult to measure but substantial Promotes cynicism about government Agenda Setting – Telling us what to think about Framing – Tells us what to think about what is presented

• Indirect Techniques

  • The main two tactics used in indirect advocacy are contacting the press (by either a press conference or press release), and mobilizing the mass membership to create a movement.
  • Other forms of free media that make a large impact are things like boycotting, protesting, and demonstrations.
  • The trend of the past decade has been the use of social media outlets to reach people across the globe.
  • Using social media is, by nature, a grassroots strategy.
  • These tactics are used after the lobbying group gains the public's trust and support through public speaking, passing out flyers, and even campaigning through mass media.

• Regulation of the Media

  • The Walt Disney Company is America's largest media conglomerate in terms of revenue.
  • Further deregulation and convergence is under way, leading to concentration of media ownership and the emergence of multinational media conglomerates.
  • Critics allege that local news, media spending and coverage have suffered as a result of media concentration.
  • A media conglomerate is a company that owns large numbers of companies in various mass media including television, radio and publishing.
  • Media conglomerates strive for policies that facilitate control of markets across the globe.

• Organization and Ownership of the Media

  • Media consolidation has resulted in fewer companies owning more media sources, thereby increasing the concentration of ownership.
  • Concentration of media ownership, also known as media consolidation or media convergence, is a process whereby progressively fewer individuals or organizations control increasing shares of the mass media.
  • Over time the amount of media merging has increased and the amount of media outlets have increased.
  • This means that there are fewer companies owning more media sources, thereby increasing the concentration of ownership.
  • In the United States, media consolidation has been in effect since the early twentieth century with major studios dominating movie production.

• The Modern Political Campaign

  • Signifying the importance of internet political campaigning, Barack Obama's presidential campaign relied heavily on social media, and new media channels to engage voters, recruit campaign volunteers, and raise campaign funds.
  • American election campaigns in the 19th century created the first mass-base political parties and invented many of the techniques of mass campaigning.
  • This announcement could consist of anything from a simple press release to concerned media outlets to a major media event followed by a speaking tour.
  • Signifying the importance of internet political campaigning, Barack Obama's presidential campaign relied heavily on social media, and new media channels to engage voters, recruit campaign volunteers, and raise campaign funds.
  • Identify key moments in the history of mass campaigns in the United States