Teaching Ideas for Chapter 7:
The Mass Media and the Political Agenda
We frequently complain about bias by the media in reporting the policies and activities of the president and Congress, but officeholders also manipulate the media. In fact, modern political success depends upon control of the mass media. Have your class try to determine how each manipulates the other.
You Are the Policymaker: Should Negative Political Ads Be Curbed? examines a proposal for a "Clean Campaign Act" as a possible solution to the problem of "negative campaigning." Ask your class to read this selection and be prepared to discuss the proposal in class.
Assign students to debate the question as to whether--or in what ways--the mass media are biased. Require that they develop working definitions of bias and gather evidence regarding characteristics of reporters and editors; chain ownership and advertising; and actual media content.
Ask your students to discuss the role that the profit motive plays in how journalists report the news. What would be their reactions to proposals to have a publicly funded information service?
If there is a local newspaper in your town, contact the editor and ask if one of the reporters would be willing to speak to your class. This is often seen as good public relations for the newspaper, and can enliven a class by bringing in the "real world" of reporting.
Figure 7.2 illustrates The Incredible Shrinking Sound Bite--the average length of time a presidential candidate was shown speaking uninterrupted on the evening news from 1968 to 1992. Ask your class to analyze what effect this has (or could have) on voting behavior and political evaluation.