Mass Media and Political Communication

As Turow (2011) points out, mass communication involves
“the industrialized production and multiple
distribution of messages through technological
devices”

Public opinion is crucial in democratic
societies, influencing political decisions and
policy formulation. It is measured through
methods like surveys and polls to gauge the
perspectives of a population at a given time.

Political communication can be
simply defined in Norris’ words as “an interactive
process concerning the transmission of information
among politicians, the news media, and the
public”

The impact of mass media on shaping public opinion
is profound. By framing issues, setting political
agendas, and presenting information in specific
ways, media outlets hold the power to mold public
perceptions. Mass media acts as a facilitator of
the democratic process by providing a platform
for informed deliberation. It enables citizens to
access diverse viewpoints, engage in political
discussions, and make well-informed decisions.

Block printing involves the meticulous
process of hand-carving characters
and illustrations onto a wooden block.
Subsequently, ink is applied to the carved
block, and copies are produced by printing
onto multiple sheets of paper. 

Before Johannes Gutenberg refined
the printing process by inventing the movable metal
type and the printing press around 1446 (Baran,
2014, p.19), it’s crucial to acknowledge that printing
methods, especially block printing, were already
well-established and practiced in China and Korea as
early as the 3rd century.

In the 1830s, societal and technological developments, including Hoe and Company’s steampowered cylinder press and affordable paper, allowed
for mass newspaper production. 

Tabloids are newspapers that concentrate on
popular and sensational events. Editors aimed to boost sales
through provocative headlines, often sacrificing
objectivity in reporting by presenting stories with
editorial biases.

During the first two decades of the twentieth
century, magazines primarily focused on
entertainment, featuring storytelling, humor, and
informative content, rather than sensational news. After
World War I, general-interest magazines became
popular, covering different subjects catering to
wider audiences.

In the 1950s, general-interest
magazines began to decline as specialized and
diverse magazines gained popularity. 

The term “watchdogs” pertains to the
media’s function as vigilant monitors and
protectors of the public interest. Journalists,
when taking on the role of watchdogs,
assume a pivotal responsibility in ensuring
that those in positions of authority are
held responsible for their conduct. Rather
than simply endorsing the government
or influential entities, journalists in this
capacity actively strive to reveal and bring to
light instances of misconduct, corruption,
or the misuse of power.

Radio and television, born in the post-World War I era of heightened nationalism, developed as deeply nationalized communication forms, confined within individual nations, either government-operated or heavily regulated, and shaped to foster national identity amid 20th-century struggles, displacement,
immigration, and ongoing debates about national identity. 

The CNN effect is overstated and used broadly to describe three
distinct phenomena. These include 1) acting as a catalyst for policy by hastening decision-making, 2) obstructing the attainment of policy goals through
compromised coverage affecting security and emotions, 3) and functioning as an agenda-setting agent aligning foreign policy with media framing,
particularly in humanitarian conflicts.

Cell phones and tablet computers
has established them as the third screen. 

Prior to the advent of cell phones (mobile phones),
two screens held a prominent role in people’s lives:
the television screen and the computer screen.

Convergence refers to the fusion of mass
media, computers, and telecommunications,
occurring when news organizations
collaborate to present various information
formats for multimedia news. 

The first phase involves the establishment of a public sphere, crucial for the emergence of a modern civil society, facilitated by printed materials with a temporal scope spanning decades or centuries.

The second phase highlights the rise of mass news media, contributing to the cultivation of norms and values across diverse social groups over years or decades.

The third phase entails the transmission of uniform messages
by broadcast news media, leading to the mainstreaming of public opinion within months and years.

The fourth and current phase is characterized by media diversification in the Internet age.

The cocoon effect refers to the phenomenon
where individuals deliberately immerse
themselves in a bubble of political and
social information that aligns with their
preferences, providing comfort, appeal,
or acceptability.

Harold Lasswell, highlights three functions of mass media: 

1. Surveillance, in the context of the media, refers to the role of news
and information dissemination.The surveillance
function has two main types: warning surveillance
 and instrumental surveillance.

2.  Interpretation (or correlation) function. The
mass media extend beyond presenting factual
information; they provide insights into the deeper
meaning and significance of events. 

3. Socialization (or transmission) as the function of major mass media,
actively shaping values and behavior in the audience.

Regulation in the context of mass media refers
to the set of laws and guidelines that impact
how media companies produce, distribute, or
present materials for audiences. 

Research points out three primary forms of media
bias that are pertinent to the concerns of news
consumers: affective biases, related to the tone or
emotional aspects of news, (e.g., negativity bias)
informational biases, and political or partisan bias. 

According to the gatekeeping theory, media managers and editors have a critical role in shaping how stories are presented or opening and closing
the gate on stories.

Two primary methods used in studying media effects are
surveys and experiments. 

Agenda-setting effects in media suggest that the media plays a pivotal
role in shaping public attention and perceptions of
important issues.

The priming effects, where media emphasis
influences how individuals weigh specific issues
in summary political evaluations, such as voting
decisions. Experimental studies revealed that
television news coverage of events primes audiences
to evaluate politicians within that context,
narrowing political perspectives.