Introduction
This essay will explore the role that the American media plays in forming public opinion. This essay will particularly focus on the area of public opinion, media influence and politics. It will investigate whether, or not the media plays a key role in forming public opinion when it comes to politics. It will discover what the extent of their influence is.
The research methodology in this essay has been taken from, statistical data, journals, academic presentations, books, newspaper articles, and video recordings. This topic has been chosen, because it is a current issue that is playing out in the public arena as we speak. It has been a hotly debated issue, and there is a plethora of information on the subject which makes for an interesting, and informative debate.
Moreover, this essay will use research from peer reviewed sources and authoritative articles in order to answer the topic question; does the American media play a key role in influencing public opinion in regards to politics?
In addition to this, this essay will use peer reviewed sources to address the thesis, and provide any relevant details for further study, and discussion. The key themes in this essay include, the interdependency between politicians and the media, media bias, and authenticity of news information, media integrity, and responsibility, and the increased demand for digital news.
Thesis
In the book, Mediated Politics, the authors discovered that politicians need the media to communicate their message. Politicians and the media have a symbiotic relationship where each party benefits greatly. The politicians benefit, because their message is communicated to the public. Though the message communicated is not always in the context, or in the light they wish to be in. Nevertheless, politicians need the media to connect with their voters (Bennet, Entamn, pg. 1).
In addition to this, the authors found that the emergence of online global communities has caused politicians to heavily rely on traditional media outlets to re-iterate their message to the public. This is mainly because not all of the information discussed, published, and found online is accurate, or presented in a way that benefits their political adgendas.
Moreover, the information online is not always the type of information that politicians want to have discussed, as it may detract from their campaign, and cause voters to be persuaded the other way. Essentially, for politicians their messages are tied to their image, and public perception involving authenticity of their campaign is central to wining over voters.
Furthermore, by heavily relying on traditional media outlets, politicians have more control over their message, and image portrayal, and hope that their portrayal in this way is marginally stronger than the messages about them presented in global online communities (Bennet, Entamn, pg. 1).
Generally, the media’s role is to present unbiased information to the public so they are able to form their own opinions. However, in most cases the information presented is politically persuaded, therefore, bias.
Because of this, the media has an influence on the public, and helps them form opinions in regards to who to vote for. Traditional media has changed. Although the perceptions of the media’s role have not caught up with the reality that is playing out in the public area every day (Bennet, Entamn, pg. 1).
Because of their strong influence, the authenticity of the information that the American media communicates has come under question. So online global communities have sprung up to discuss, and present a different side than what is portrayed by traditional media outlets. Often traditional media outlets have strict regulations and rules.
However, online global communities do not. Anyone can post anything on any subject they wish. So the tug of war between the control that the traditional media outlets have, and online communities continues. Bennet and Entman suggest that traditional media outlets are relying more, and more on sources found online than ever before.
They do this to cut costs, and because information moves so quickly they are having a hard time keeping up. Because of this, the authenticity of the information from the sources that traditional media outlets use cannot be completely verified as authentic.
Moreover, it is difficult to ascertain the authenticity of the news presented. So one must simply have faith that their chosen media outlet has conducted thorough research, not cut corners, and is presenting the information to them in a raw an authentic manner. The authors conclude by theorizing that everyday American citizens are being manipulated by the media. (Bennet & Entman, pg. 476).
An example of media bias and manipulation would be when the media portrays an image in conjunction with a story that leads the viewers to believe that they are connected. To strengthen this theory, there have been cases where stock images, and videos have been used where limited visual sources were available. Although the image portrayed had nothing to do with the story, media outlets have done, and continue to do this in order to make a statement.
This verifies Bennet and Entmans theory that at least on some level, the media is manipulating the public and changing their opinions about certain events to suit their political, personal, and financial agendas.
Although this can be seen as a deliberate act of manipulation, or deception, it is regarded more as an information filtering issue than anything (Bennet & Entman, pp. 476-479). Therefore, public opinions in regards politics may be misguided, as they are somewhat formed on the basis of biased, and faulty information.
Therefore, their information was agenda driven, not purpose driven - towards benefiting the public Cheadle concludes by theorizing that the American public have been manipulated by the very institutions they trusted for information gathering.
In addition to this, the American public is subject to vast amounts of news information each day. According to Baum, most American households watch local, national, and soft news channels nightly. He estimates that at least eight million Americans ingest news information from traditional media outlets daily. They also read daily newspapers which cover similar issues, so media outlets have a large window of opportunity to influence the American public (Buam, pp.2,3). Furthermore, Buam argues that because Americans are hungry for news the media use this to their advantage, to try and persuade voter opinion. Evidence that points to the validity of Buams argument is when we look at the Clinton sex scandal of 1998. During this scandal traditional media outlets drew comparisons between the situation and a movie about a dog that presented similar themes to what was playing out in real life. The comparison was parroted across all major news outlets for around five nights consecutively.
This proves that the American media plays a key role in influencing public opinion when it comes to politics. The reason behind this comparison was found that media outlets were competing against one another for viewership, so by making the information more entertaining, they were able to increase their viewership. Again, this shows that traditional American media outlets have an agenda that is contrary to standard practices for journalistic integrity.
Because of this, many American viewers are getting their news information online. This increases media competition, who use more tactics to try to maintain and increase their viewership. According to the Pew Research Centre, the demand for digital media in the United States has surpassed newspapers and radio.
This has a significant impact on newspapers and radio stations who struggle to maintain their audience, and readership. The effect of this could result in marketing tactics being used, that may compromise journalistic integrity.
Research in this area is important, because information has power, and has the ability to transform, and destroy lives. If biased, or inauthentic information is presented, then the individual is unable to fully determine whether or not they agree with the message. If distrust between the public and the media increases this will put pressure on the government, and politicians because they heavily rely on media outlets to communicate their message.
Dramatizing messages in order to maintain and increase viewership such was found in the Clinton sex scandal of 1998 has only increased public distrust of traditional media outlets (Buam, pg. 3). Furthermore, sourcing information from the internet is equally concerning as there are little guidelines when it comes to authenticity. Because of this, confusion ensues, distrust increase and puts pressure on the government and its people.
This is where traditional media outlets have an opportunity to forge something new, and different that will benefit the public. There is an increased demand for authenticity. There is surmounting confusion when it comes to news and political stories. Traditional media outlets have the opportunity not only to maintain their viewership but to increase it by adhering to authenticity guidelines, rather than dramatic comparison and entertaining literation’s in order to humor their viewers in the short term – they can indeed inform them, arm them, and give power to them by portraying news stories in an authentic way that calls the public to action. The call to action could be centered around community involvement and unification (Glasser, ch.15).
Information and knowledge has a lot of power, and giving it back to the people will end the crippling cycle of distrust and confusion, and empower the American public to move forward, together, as one voice, towards shared ideals. This will give citizens a stronger sense of belonging. Strengthening ties within their individual communities will only make the country as a whole stronger and help heal the wounds of the past (Glasser, pg.150).
Conclusion
This essay has found that American politicians rely on traditional media outlets to communicate their messages to the public. It has found that the relationship is mutually beneficial for both parties. It has found that journalistic integrity is being compromised over the need to maintain viewership.
Therefore, the media’s role in forming public opinion is a key one and has been proven to be effective. In order to be portrayed in the best light, politicians usually talk to outlets that are in line with their political agenda. Media outlets invest into political relations, and the information presented by them is often politically orientated.
There is immense competition for media outlets to maintain, and increase viewership. So tactics have been used, and are currently used in order to serve this agenda. Therefore, the authenticity of information presented has come under question. In addition to this, media outlets are forced to cut costs and source much of their information online, rather than face-to-face. Because of this, the authenticity of information is further compromised.
This has resulted in American viewers relying on online sources for their news gathering. However, online news outlets often do not have strict guidelines when it comes to verifying information. Therefore, information gathered form sources online may not be factual. In order for the American public to determine the authenticity of information it is wise to consult several sources in order to determine whether there are any discrepancies, or bias.
Because of an increased demand for information and media integrity. Traditional media outlets have the opportunity to meet these demands, rather than washing over it with entertaining parodies. They have the chance to empower the American public by presenting unbiased, authentic information that honors the integrity of their outlet and trusts the pubic to form their own opinion. They have the opportunity to use this age of cognitive dissonance to give the people what they crave, and call them to take action within their communities that strengthen ties – not break them. Dong this will strengthen the country as a while and take pressure of the government.
However, this is an idealistic point of view at best. Ultimately this essay has found it is up to the American public to use their critical thinking skills to determine truth. Moreover, it is up to the American public to demand transparency of their traditional media outlets, and demand high standards of journalistic integrity. It is up to the American public to put pressure on media outlets, or to forge new ones that are in line with journalistic integrity and authentic news presenting.
Further areas of research in relation to this topic include looking into the extent that the media relies on the internet for their sources. It could look at the internet sources used and discuss the authenticity of its premise.
In addition to this, further research might include investigations into the symbiotic relationship between politicians and the media. From there determinations can be made of the integrity of those relationships, and whether, or not they benefit the people, or solely the outlets and politicians.
Moreover, further implications for research into this topic could investigate the extent of media bias, and unauthentic information, and determine the direct affects this has on the American public opinion. This research would be aimed at informing the public and governing bodies in order to create change.
Works Cited
Baum, Matthew. Soft News Goes to War. Princeton, N.J.: Princeton University Press, 2003. Print.
Bennett, W. Lance and Robert M Entman. Mediated Politics. Cambridge, UK: Cambridge University Press, 2001. Print.
Cheadle, B. "Media Play a Large Role in Battle for Public Opinion". The Kingston Whig-Standard 2003: pg.16. Print.
Entman, Robert M. Projections of Power. Chicago: University of Chicago Press, 2004. Print.
Glasser, Theodore Lewis and Charles T Salmon. Public Opinion and The Communication of Consent. New York: Guilford Press, 1995. Print.
