mass-communication-theory

Chapter 10 Media and Society: The Role of Media in the Social World 309
Media intrusion theorists frequently cite the findings of the news production
researchers to support their positions. They claim that political reports are too personalized,
too dramatized, and too fragmented. Politics is often reported as a game
between opposing teams, with the major politicians viewed as star players. Stories
focus on media-hyped spectacles—on big plays, on life-and-death struggles to
score points. These reports don’t help news consumers—in other words, citizens—
develop useful understandings of politics. They don’t systematically inform people
about issues and how candidates would deal with issues. Rather, they encourage
consumers to become political spectators, content to sit on the sidelines while the
stars play the game (Strupp, 2004).
“The triumph of the trivial is not a trivial matter,” wrote New York Times
columnist Paul Krugman about one particular election. “The failure of TV news
to inform the public about the policy proposals of this year’s presidential candidates
is, in its own way, as serious a journalistic betrayal as the failure to raise
questions about the rush to invade Iraq” (in Schechter, 2004).
Some journalists reject the media intrusion argument, asserting that they have
little control over elections. They don’t intrude into politics. Instead, their reporting
efforts are being disrupted by political consultants. They point out that the political
parties chose to give up control over presidential nominations when they decided
to permit primary elections to be held across the nation. As the power of political
parties has declined and the influence of political consultants has grown, manipulation
of media by politicians has increased. Political consultants have developed very
effective strategies for obtaining favorable news coverage for their candidates
(Davis, 1990). During campaigns, journalists rely on particular production practices
for gathering and generating news stories. Consultants are very knowledgeable
about these practices and skilled at supplying useful information and convenient
events. These “anticipated” events make it very easy to cover the candidate as the
consultant wants and hard for journalists to find material for alternate stories.
For example, one recent news management strategy is to limit what a candidate
says each day. By repeating the same terse comment over and over, the candidate
hopes to force broadcast reporters to pick up and use the “sound bite of
the day.” The candidate avoids talking candidly to reporters because statements
could be used to construct alternate stories. Journalists pride themselves on
covering—not making—news, so they find it hard to break out of the limitations
imposed by shrewd consultants.
There are no easy answers to the questions posed by media intrusion theory. If
erosion of social capital is at the heart of the problem, changes in news coverage or
political party activity won’t ameliorate it. Thomas Patterson (1994) summarized
findings from his research over the previous twenty years, presenting a devastating
analysis of the deterioration of presidential campaign communication. The best
solution he can offer is to shorten the campaigns. This he believes would return
some power to the political parties and reduce the likelihood that overdramatized
news coverage of trivial campaign happenings will determine who gets elected.
Robert Entman (1989) argues that a solution can be reached only if politicians,
journalists, and the public change their behavior. Politicians must stop relying on
manipulative and expensive strategies; journalists must cover issues rather than spectacles;
the public must give serious attention to issues, not campaign spectacles and
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