American Television: The Freedom of Choice - Assignment Example

Chapter One: The expansion of choice

Introduction

This chapter introduces the platform of thought that the Arceneaux and Johnson base their arguments. Herein, Arceneaux and Johnson explain the role of the increasing cable television channels on the freedom of choice under the possession of the American television audiences, more so in relation to the viewership of the partisan news channels.

Question 1: What is cable television? (Pg 2)

In page 2, cable television is defined a revolutionary technology that provides television viewership to areas with minimal television services. Cable television has expanded the number of television channels available for programming.

Question 2: How has cable television revolutionized television viewership? (Pg 2)

At the time of their introduction, the average American household had approximately six television channels, with poor quality. However, cable television has expanded the number of television channels to over 130 channels (Pg 2.

Question 3: What impact has cable television had on the viewership? (Pg 3)

The availability of more channels to watch translates into the expansion of viewership choice. The Arceneaux and Johnson in Page 3 explain that this expansion has affected the reach and influence of the news media, since the televised entertainment options have increased to capture the diverse tastes of most American viewers.

Question 4: Explain the effects of cable news on the political discourse of the US (Pg 3)

The Sloan Commission envisioned the media as a tool for supplying the public with educative and informative content. However, cable television news media channels have become political tools that preach the partisan values of extreme political outfits of the US. This has contributed to the politically motivated public polarization (Pg 3).

Question 5: Has the availability of more television channels neutralized the polarization effects attached to cable television networks? (Pg 3)

In page 3, the expansion of news media channels is a subject of more analysis in comparison to the numerous entertainment channels available under the cable television viewership. Therefore, the availability of several alternative channels such as MTV, National Geographic, and E Entertainment, has limited the influence of the partisan news channels in polarizing the public.

Question 6: What are some of the partisan news programs that are accredited to either side of the US political divide? (Pg 3)

• Rachel Maddow (MSNBC): affiliated to the conservative political values (Pg 3)
• Sean Hannity (Fox News): preaches the liberal political school of thought. (Pg 3)

Question 7: What is the role of partisan news in political democracy? (Pg 6)

The rise of partisan news on cable television threatens the functioning of US democracy, as the opposing ideological standpoints limit the ability of the public to make sound decisions on matters that exceed the personal interest (Pg 6).

Question 8: What is the average number of viewers between the partisan news and normal news? (Pg 5)

On average, the partisan news such as Hardball with Chris Mathews and The O’Reilly Factor attract between 0.8 million and 3.4 million viewers respectively. On the other hand, the broadcast evening news NBC and CBS draw between 7.4 million and 10.2 million viewers respectively (Pg 5).

Question 9: What are the implications of the above statistics? (Pg 7)

Despite the fact that the broadcast news audience is growing smaller than initially, it still attracts nearly thrice the number of viewers that the partisan news programs attract. It means, therefore, that the US population is less attracted to the partisan news programs (Pg 7).

Question 10: What are the advantages of limited reach of partisan news? (Pg 6)

• It reduces the politically motivated public polarization (Pg 6).
• It allows people to explore other entertainment choices (Pg 6).
• It reduces the undesirable political outcomes that arise from declining trust (Pg 6).

Question 11: List some disadvantages of limited reach to partisan news channels (Pg 6)

• It increases the ability of the media to misinform the public (Pg 6).
• It limits the ability of the public to engage the leadership, hence reducing the accountability and transparency (Pg 6).
• It eradicates the flow of special information to special people, who might have the ability to change the societal thinking (Pg 6).

Question 12: How do the media influence the mass attitudes? (Pg 7)

• The media determine the attitude of the masses by prioritizing certain news items at the expense of the others, thus setting the agenda (Pg 7).
• The frame of the news stories also influence the manner in which the public resonates with the news stories and the people behind the stories (Pg 7).

Question 13: What is the design of partisan news in comparison to mainstream media? (Pg 7)

• The partisan media is designed to persuade the masses by polarizing the attitudes of the public to believe the specific political ideology (Pg 7).
• They are also designed to strengthen the existing attitudes of traditional viewers, thus attitude reinforcement (Pg 7).
• Harsh hosts, absenteeism of invited guests or dramatic comments from pundits, characterize the content of the partisan news (Pg 7).

Question 14: Which models can be use to determine the behavior and reception of media content (Pg 8)

• The Hypodermic needle model: Have three significant aspects that highlight the reception of content among audiences (Pg 8).
• Active audience theory: this model treats the television viewers as active participants, not as passive or inert receivers (Pg 10).

Chapter 2: Changes in Media Technology and Content

Introduction

In this chapter, the Arceneaux and Johnson give an elaborate history of the events that championed the growth and development of cable television, as well as the factors that influenced the mushrooming of cable news networks that are based on political ideology. The main purpose of this chapter is to establish the link between the recent media effects research and the fragmentation that has traditionally determined the growth of the media.

Question 1: What changes characterize the US news media over the last 20 years? (Pg 16)

• The introduction of cable television has led to massive expansions in the content choice (Pg 16).
• Besides, these changes have availed a variety of highly specialize options that tailor the television programs to the demands and interests of the audiences (Pg 16).
• More television channels have increased the suspicion among the US television audiences (Pg 16).

Question 2: What is the Hypodermic Needle? (Pg 17)

This is a metaphorical ideology that has traditionally been use to analyze the dramatic content in pamphlets, radio broadcasts, films and other mass media public communication styles (Pg 17).

Question 3: How does the Hypodermic needle theory infer the minimal and contingent effects of partisan news? (Pg 17)

The minimal effects theory argues that the people are far less influenced by mass media. The hypodermic needle explains that the media is a needle that injects information and education to the audience. Therefore, the minimal effect of partisan cable news channels is reflected in the persistence of the viewers of their preferred political ideologies (Pg 18).

On the other hand, the contingent effect of the news media argues that the media excels at informing the public on the ideas to think about through setting the social and political agenda. This is in tandem with the assumption of the Hypodermic Needle model, which designates the media functions to injecting information to the audiences (Pg 19).

Question 4: What interpretation do people have of the role of the media considering the story of the War of the worlds? (Pg 21)

The War of the Worlds was a story that highlighted the reactions that people displayed upon hearing of World War One (Pg 21). The direct media influence caused panic among the initial followers of the story. However, new listeners did not panic, and regarded the story as entertainment. Therefore, people view the media as an agent of entertainment (Pg 22).

Question 5: Why do some people view the media as biased? (Pg 23)

People who view the media as biased are most likely to be the parties embroiled in controversy. Therefore, such people view the media as biased because they harbor the assumptions that the communications contribute to neutral people having mistaken views that are persuaded by the partisan perceptions of falsehood, misrepresentation, and inaccuracy (Pg 23).

Question 6: Why is the media influence referred to as the third person effect? (Pg 23)

This is because the media is involved in persuasive communication that does recognize the demands and interests of the audiences. Its influence is referred to as the third person effect because it plays the role of reporting the standpoints of the two parties involved in a controversy (Pg 23).

Question 7: Does media coverage have any influence on the voting patterns of the Americans? (Pg 24)

From the study findings of the World Report, 56% of the respondents unanimously explained that the influence of the media is insurmountable, while 29% explained that they merely agreed, against the 15% that disagreed (Pg 24).

Question 8: What are historical effects of direct media? (Pg 25)

Historically, the information supplied by the mass media shaped the ideas of the regular people. This influence was curtailed by the limitations given to the freedom of the press, since criticism of the government was harmful to the prosperity and integrity of the leadership (Pg 26).

Question 9: What are the historical developments of journalism requirements considering the position of the media effects? (Pg 27)

The media has traditionally been obligated to remain neutral, with news been objective rather than subjective. However, with cable news, the partisan television has revolutionized journalism, with personal opinions of the journalists taken at center stage (Pg 28).

Question 10: What is the perception of partisan news today? (Pg 28)

Partisan news tells people what they want to hear. Therefore, they are considered more dangerous, as the Republicans out-rightly lock out the Democratic-allied television channels from airing their events, and vice versa (Pg 29).

Question 11: How has technology revolutionized media? (Pg 30)

Technology has increased the number of channels available for viewership across the American population. The numerous numbers of channels has made it difficult to regulate the content consumed by the viewers, hence increasing the public polarization (Pg 31).

Question 12: What are the implications of the changes in media on the research? (Pg 35)

The increase in media programming owing to technology has obligated more research on the effects of news on the polarization of the public, rather than the effects of the media in the society (Pg 36).