On August 1st, 1981 Music Television (MTV) launched; the first song, The Buggles, “Video Killed the Radio Star”. The first song was suiting, as the iconic image of the astronaut placing the MTV flag on the moon quickly became synonymous with the changing age of the music medium. Quickly people flocked to MTV to see new music and find the current trends. The way in which the news media has changed follows directly in this same path. Much in the same way the Obama administration made government more accessible to the public, the internet has made media more accessible and interactive. It has also led to the legacy media having to struggle to stay relevant and in play. Impacts on public policy remain; the way they touch public policy has changed. The media’s role in public policy is both central and pivotal; the media acts as the information outlet to the public, while acting as a check for the government.
The legacy media is under fire. The advent of the internet has created a more interactive medium that has brought forward many different views from around the world. Walter Lippman wrote of an island where in which Englishmen, Frenchmen, and Germans lived together in 1914. The island was secluded from the world, only receiving news every six weeks. At this time World War I was beginning, the inhabitants of the island were unaware of this. “For six strange weeks they had acted as if they were friends, when in fact they were enemies”. This comment shows that how concealed communities were at that time. The paradigm has changed drastically since then, of which, McLuhan has named the “Global Village”. With this, McLuhan is referencing the change from the seclusion of the past to the international inclusiveness of the current culture. The access to television allowed for people to see far expanses of the world, while the internet has enhanced this with the ability to interact with other cultures.
The vastness of the internet and the expansion of television channels has led to negative externalities, known as “The Expansion of Choice” (EOC). The EOC refers to the copious amounts of media that the public has access to. In years past media outlets were limited; however, today consumers have multiple outlets to receive media. This gives them more entertainment choices, rather than being exposed to the news. This has led to nightly sitcom’s, comedy talk shows, and even sporting events becoming platforms for political rhetoric. As this paradigm shift evolved, the concern of political socialization comes into play.
Prior to the 1970’s, it was thought that most youth received their political information via school and from parents. As research was conducted, it was found that most young people started to receive their political information through some form of mass media. Throughout all forms of media, consumers are exposed to different cultural ideologies. Forms of mass media have not only formed people’s cultural orientations, they have also restructured them. This can be described as “resocialization”. This can be seen in the evolution of sitcoms and other such shows. This can be shown by the downfall of the Klu Klux Klan (KKK). Prior to television being readily available, families gathered around the radio. A popular show was Superman, the platform which Stetson Kennedy saw to bring down the KKK. Rather than approach the problem head on, he infiltrated a local chapter. He then leaked the names of leaders to the radio show. The show then used the names as despicable villains for Superman to thwart. This quickly changed the view of the KKK, preventing them from functioning.
With the ability to access different media outlets, consumers have the choice of which opinions they want to be exposed to. This has developed partisan selective exposure (PSE); where in which an individual’s political beliefs dictate their media choices. A consumer can now avoid opinions that they disagree with and seek self-satisfaction by following only the media of which they agree with. This has shaped public policy by creating a polarization of the political parties. Those that choose to allow PSE to be placed on them, limit themselves from opposing views. This has created the “gridlock” affect in government and social realms. This limits understanding and bipartisanship. In years past the legacy media was the only route in which news could be seen or heard. Consumers are now exposed to fragmented news or news that is tailored to their views. This creates a further divide amongst the citizens and the political parties.
The media has shaped public policy by using the act of gatekeeping. This is the determination of which stories will be published or aired. In doing this the media can control what stories are heard, putting more impacting stories on the frontline. This harnesses public opinion, moving the public to back certain policies and oppose others. The media also uses the “watchdog” concept to shape public policy. Investigative journalism has been a cornerstone of the media. Not only does it draw in consumers, it acts as a watch for political elites. Journalist are the first to expose a problem and make it widely known. McChesney notions that this paradigm has begun to shift from being a strictly media controlled field to the use of citizen journalism. This approach uses citizens to collect information and compile it for the professional journalists to publish or broadcast the story. Through this the media can shape the formation and implementation of policies.
The media shapes public policy in many ways. While the approach has changed, the affect it has on the government has not. The reach of the media has increased, the way news is delivered has been altered, and citizen socialization has become dynamic. Even through all this, the media still has a powerful impact on politicians and public policy. The media has created an approach that has allowed citizens to be more involved, whether using social media or the use of citizen journalists. With all this considered, public policy will continue to be affected by the media, regardless of the medium.