The National Mass News Media - 911 Words

1. The national mass news media, including broadcast networks and newspapers, are increasingly unable to fulfill their traditional roles as government watchdogs because neither broadcast networks nor newspapers have as great as a reach. Before cable and the Internet, the president reached the national public through national media, which desired to appeal to audiences covering the partisan divide. The major media outlets controlled the flow of news from Washington and the president’s access to what Starr labels â€Å"channels of persuasion.† The White House was able to exercise leverage in its media relations through selectively leaking news and granting exclusive interviews. Presidents were able to use the media to reach abroad and reach the national public. Now, however, neither broadcast networks nor newspapers have the reach they once did. A growing percentage of people no longer regularly follow the news in any medium, while those who do the most tend to be sharp ly divided along ideological lines. 2. There are three historical stages of media which American presidents have interacted with. The first stage occurred when the United States was a young republic, and to a large extent after the Civil War, and had partisan newspapers. The second stage occurred throughout the 20th century, and was characterized by powerful, independent media outlets that kept their distance from the parties. The third stage consists of a hybrid system that combines elements of the first twoShow MoreRelatedMass Media Influence On American Culture878 Words   |  4 PagesMajor developments in the evolution of Mass Media The new era of technology led to major developments in the evolution of mass media, worldwide. In our society, we originally communicated orally before the Internet and wireless devices existed. 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