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Essay / Research Paper Abstract
4 pages in length. The long-reaching fingers of media bias have left no entity untouched and no industry unscathed; broad and powerful in their scope, these media tentacles have the capacity to influence with a combination of subliminal and outright blatant persuasion. From political campaigns to marketing campaigns, mass media have the ability to make or break elected officials and manufactured products alike based solely upon the particular bias such coverage warrants. Bibliography lists 6 sources.
Page Count:
4 pages (~225 words per page)
File: LM1_TLCMediaBiasIm.rtf
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Unformatted sample text from the term paper:
blatant persuasion. From political campaigns to marketing campaigns, mass media have the ability to make or break elected officials and manufactured products alike based solely upon the particular bias
such coverage warrants. "In recent years there has been increasing interest in the persuasive potential of mass communication with regard to the opinions, attitudes and decisions of voters.
Mass media are powerful agenda-setters, capable of suggesting or priming the criteria by which citizens evaluate politicians and their policies" (Schmitt-Beck, 2003, p. 233).
As the study by Pew Research Center (2004) indicates, the media have a significant impact with regard to the socially psychological aspect of political campaigns, inasmuch as media
influence is fundamentally based upon the element of perception. A presidential candidate, for example, must have a certain charisma - a public charm - in order to become a
media doll. He must play to the media and coddle them in order to be placed within the best light and, thereby, appear to favorably appeal to his constituency.
This ties into survey findings that illustrate how the nations "deep political divisions are reflected in public views of campaign coverage" (Pew Research Center, 2004). Nearly as many
Americans agree how media outlets are "biased in favor of one of the two parties as say there is no bias in election coverage (39% vs. 38%) [which] marks a
major change from previous surveys taken since 1987" (Pew Research Center, 2004) that reflected how sixty-two percent believed election coverage had no partisan bias. The transformation steadily taking place in
contemporary mass media has many concerned over the compromised duality of effectiveness and accuracy. Indeed, as the gatekeepers of democracy, mass media have not necessarily displayed the ethical fortitude
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