Unit 10
Understanding Media:
The Inside Story
Learning Objectives
After completing this session, you will be able to:•

Explain the value of a free and independent press to the American political system.

•

Describe the relationship between the press and public officials.

•

Describe how the press determines what is news.

Topic Overview
This unit demonstrates the role that a free and independent press can and does play in the American politicalsystem, serving often as the people’s watchdog. But the unit also illustrates that the relationship between thepress and public officials is also one of mutual dependence. Finally, this unit explores what constitutes news andhow, out of the millions of things that happen each day, only a few are reported.
The American media, sometimes referred to as the fourth estate, can and often do serve as a valuable check on
the powers of officials. As Justice Frankfurter once said, “A free press is indispensable to the workings of our democratic society.” Frankfurter is alluding to the fact that without accurate information about events, people, andgovernment policy, the public cannot make informed choices as it participates in the democratic process.
Throughout American history the Supreme Court has interpreted the First Amendment to mean that there arealmost no restrictions on the content of news reporting. The Constitution thus provides the opportunity for thepress to play an active role in public affairs, even when press reports are inconvenient or embarrassing to public
officials. At their best, journalists can hold public leaders accountable to the people. At their worst, irresponsible
journalists can distort the news in ways that are damaging to honorable people and legitimate political processes.
While the press has always enjoyed broad freedoms under the Constitution’s First Amendment, the style of news
gathering and other journalistic norms that guide the press have changed significantly over U.S. history. In our
nation’s early history, newspapers were overtly partisan tools of key interests in politics, including those thatfavored states’ rights, strong central government, and big business (e.g., banks and railroads). In those early years,
politicians often created and controlled their own newspapers to promote their interests. The circulation of thesenewspapers was necessarily small due to poor transportation and the high production costs.

Democracy in America- 243 -

Unit 10

Topic Overview, cont’d.

By the middle to late nineteenth century, newspapers were becoming less partisan and more independent ofpoliticians and organized interests. But because they were increasingly dependent on mass circulation and commercial advertising to generate profit, their reporting style became more sensational, and the stories covered
more scandalous. Yellow journalism, which was pioneered by prominent publishers such as William Randolph
Hearst and Joseph Pulitzer, often featured graphics (e.g., comics, pictures, and colors) designed to appeal to thefast-growing immigrant population. Muckraking journalists, including Upton Sinclair, grabbed attention andreadership by exposing corruption (real and apparent) among the political and business elite.
During the twentieth century, journalists began to police themselves through the use of professional codes ofpractice. Reporters were supposed to focus on the key facts, such as who, what, when, and how. With the adventof electronic media, first with radio and then television, news coverage increasingly went beyond basic facts
toward more interpretive stories that analyzed the motives of political actors and the potential implications of
their actions. In addition, news reporters and broadcasters sometimes became media celebrities who became
part of the stories they were covering. The initial appeal of radio was its ability to present live coverage of events.
But this role was supplanted by television, which could also present dramatic pictures. As television news grew,
radio increasingly became a format for public affairs talk shows.
As their readership dropped, newspapers began adding longer news features that explained or embellished theprevious day’s events. In general, newspaper circulation has dwindled as more citizens rely exclusively on electronic media for their news. The days of two or more daily newspapers competing for readership in one city arealmost gone. Instead, many cities are now served by only one daily newspaper, and often that source is part of alarger, nationally owned chain.
The so-called adversarial culture of the media arose during the 1960s. Events such as the Vietnam War andWatergate contributed to an “us versus them” attitude that often prevails today. People who are in the news complain that reporters are often more interested in casting allegations of wrongdoing and less inclined to follow up
as those allegations are rebutted.
Although journalists and government officials often mistrust one another, the relationship between the two primarily remains one of mutual dependence. Political candidates and public officials need the media to get theirmessage across to the public. Journalists, on the other hand, need candidates and public officials as sources ofnews. These mutual demands lead candidates and public officials to create pseudo-events with good visuals thatwill meet reporters’ needs for interesting stories. And because the costs of investigative reporting are high, news
outlets often rely on official government briefings and news conferences for information instead of conducting
extensive independent investigations.
Most media organizations in the United States are privately owned. Private ownership contributes to the independence of the media from government controls. But it also means that media owners must attract a sufficientnumber of viewers and readers. Increasingly, programming decisions take into account the mass appeal of stories
and features, and the graphics that accompany them. To increase profits, media owners buy additional media outlets. This trend has contributed to a large consolidation of media sources such as television and radio stations,magazines, and Web sites. Most small, independently owned news stations and newspapers have been bought up
by larger media conglomerates such as Knight-Ridder, USA Today, Time Warner, General Electric, Fox Broadcasting,and Disney. Critics charge that consolidation of ownership contributes to a homogenization of news, where mostnews features echo each other, and often reflect the media and political elite’s interpretation of events.
The newest electronic source of news is the Internet, which offers a wide range of news formats from online versions of major newspapers and magazines to newsgroups and gossip sites. To date, the Internet has remained
unregulated in terms of the content that individuals or groups can choose to post. Thus, this format may offset
the effects of media consolidation of ownership in print and other electronic media formats. The potential downside to no regulation is that it is sometimes difficult to distinguish between news that is produced according tojournalistic standards (e.g., with verification of sources and source citations) and news that reflects rumor andunsubstantiated facts.
The media’s impact on democratic processes is complex and subject to debate. Some critics contend that news
reporters are predominantly liberal in their outlook, and some scholarly studies support that contention. At thesame time, other studies suggest that news editors and publishers have a more conservative outlook that often
reigns in reporters’ liberalism. Typically, conservative-leaning consumers of news media think the media is biased
toward a liberal viewpoint, while liberal-leaning consumers believe the news is too conservative.
Unit 10- 244 -

Democracy in America

Pre-Viewing Activity and Discussion (30 minutes)
Before viewing the video, discuss the following questions:•

What are some of the limitations on the freedom of press according to the Supreme court?

•

According to Tocqueville, the press of the nineteenth century was violent. Why did he say this? Is it true today?

•

What are the advantages of a privately owned press in America? What are the disadvantages?

•

What power does the press have in America?

Watch the Video (30 minutes) and Discuss (30 minutes)
The video includes three segments. If you are watching on videocassette, watch each segment and then pause to
discuss it, using the questions below. If you are watching a real-time broadcast on the Annenberg/CPB Channel,
watch the complete video and then discuss.

1. Washington Post and DC Foster Care
The American media are a powerful force in our lives. We turn to the media for information and entertainment,
but the media also play an integral role in our political system. This story about a long and difficult news investigation of local government mismanagement shows that the media often serve as a check to make sure our government officials remain accountable for their actions, or inaction.

Discussion Questions•

How typical is this type of investigative journalism?

•

In pursuing stories, should journalists be given special access to materials?

2. The True Smoking Gun: How David Kessler and the FDA Used the Media to Fight the“Tobacco Wars”
Journalists are often very rough on politicians and public officials. They often distort public officials’ statements,
question their motives, and scrutinize their personal lives. So why are politicians and public officials often so
willing to talk to the press? A major reason is because the press and politics are highly interdependent. Journalists need public officials as sources of news, while public officials need the media to get their message out.

Discussion Questions•

Journalists and public officials are often portrayed as locked in combat. What does this segment tell you
about the relationship?

•

How important are leaks to the press?

•

Why do people leak stories?

Democracy in America- 245 -

Unit 10

Watch the Video and Discuss, cont’d.

3. Who Chooses the News?
No media outlet can report all that happens. Television news in particular must be brief in what it shows, and discerning in what it airs. In addition to deciding what are the most important stories, television news must appeal
to a sufficiently broad audience to keep its advertisers happy. What ultimately gets shown on a daily news program is the product of journalistic and editorial judgment made under severe constraints and often with thefinancial bottom line well in view.

Discussion Questions•

What is news? Can you identify criteria that make something worth reporting?

•

What role does the interests of the audience play in the selection of news?

•

How do the norms of professional journalism interact with the need to attract and keep an audienceinterested?

Post-Viewing Activity and Discussion (30 minutes)
1. Suggested Best Practices for Newspaper Journalists (20 minutes)
Throughout American history, newspaper readers have complained when they perceived that news coverage inprint was biased, incomplete, or misleading. Newspaper publishers and their reporters, writers, and editors
struggle to provide fair and accurate coverage of the news. Recently, the Freedom Forum initiated a series of conversations with the public in communities across the country and asked people what bothered them about thepress. Participants affirmed that they were strong believers in a free press as an important institution of democracy. But they also raised concerns about basic journalistic practices that they consider unfair and misleading. The
following section highlights some of their major concerns, and summarizes some of their recommendations, or“best practices,” to remedy those concerns. As you read through these complaints and possible remedies, think
about other possible additions that could be made to this list. Hopefully, by becoming more familiar with thesecommon problems and proposed solutions, we can all become more discerning readers of print media.
According to people who participated in the recent Freedom Forum study on journalistic practices, newspapers
are unfair when:•

They get the facts wrong. While journalists may think that errors in spelling, grammar, and facts like names,
titles, and dates are minor and of little consequence, the public thinks otherwise. Among the study’s participants, the frequency of factual errors was cited as a major factor in the public’s skepticism of what it reads.
Comments about such errors included: “I couldn’t believe they got that wrong”; “He’s lived here for 40 years
and they can’t even spell his name right?”; and “Don’t they have people to check that stuff?” One way toaddress the problem is to make the elimination of these seemingly simple mistakes a top priority. The Chicago
Tribune, for example, has developed a system to track down and reduce such errors, including employing an
outside proofing agency that reads the newspaper line by line every day to find mistakes that elude the regular staff. The result has been a marked decrease in such errors from 4.5 errors on average per page in 1992
to 2.5 errors per page in 1997. Undoubtedly, many people would still consider an average of 2.5 errors a page
too many.

•

They refuse to admit errors. Many newspaper readers feel that newspapers not only make too many mistakes, but when they do make mistakes they seem unwilling to correct them fully and promptly. This problem
may be partly due to how journalists view their role in a free society. Many see themselves as writing the “firstdraft” of history, usually under strict deadlines, and that the public should expect some initial errors and misunderstandings. Only the most egregious errors should be corrected in the newspaper, while historians
should sort out the rest. The reading public, in contrast, expects newspapers to clean up their errors promptly
and fully when they realize that mistakes are made. Study participants also preferred that newspapers publish corrections on the front page, or in another prominent place within the newspaper, and not near theback.

Unit 10- 246 -

Democracy in America

Post-Viewing Activity and Discussion, cont’d.

•They won’t name names. Evidence suggests that newspaper readers are uncomfortable with the common
practice of reporting information from “anonymous sources.” For example, 70 percent of the Freedom Forumstudy participants disagreed that “using anonymous sources was an appropriate way for the media to report”
on what was happening inside a grand jury room. When asked what they thought the press should do when
it was impossible to get anyone to confirm the facts of a story, 45 percent said the story shouldn’t run at all,28 percent said the story should run with quotes from unidentified sources, and 23 percent said they were
not concerned with the problem of unidentified sources. Journalists defend the practice saying that major
stories such as Watergate and the Pentagon Papers episode would not have run without journalists’ relianceon unnamed sources. Rules for using anonymous sources vary greatly among major newspapers. The Associated Press (AP), which provides news reports to every daily paper in the United States, has a reputation for
fairness and lack of bias. The AP guidelines on using unnamed sources allow such sources to be used when:(1) the material involves information that is essential to the story, not opinion or speculation; (2) the information is only available under conditions of anonymity imposed by the source; and (3) it is determined that thesource is in a position to have accurate and reliable information.

•

They concentrate on bad news. A long-running complaint is that the press focuses too much “on what iswrong, violent, or bizarre, and that it never prints ‘good news.’” Study participants offered several examples ofthe dearth of positive news, including several involving the performance of public institutions such as local
governments and schools. Some journalists respond that the news is not the story of all the airplanes thatlanded safely yesterday, but of the one that did not. Newspaper editors also defend their paper’s content bysaying that there is a lot of good news reported, but that the public tends to recall reading only about bad
news. In response to the ongoing complaints about too much bad news, several newspapers designate“doing good” reporters whose beats include positive stories such as profiles on a group dedicated to saving
old trees or feral cats, and a regular “local heroes” column.

•

They insert editorial bias into news stories. Several study respondents complained about editorial or political bias in news stories, and said they sometimes have difficulty separating what they read on the editorial
pages from what they read on the news pages. In particular, they were concerned that when newspapers ran
a major investigative series they often supported that series with items in the editorial page, and this gave
the impression that the newspaper was engaging in an intensive “campaign” or “crusade.” Commenting on
the perceived problem of editorializing in the news media, respected TV journalist Jim Lehrer has written thatthe news media’s credibility problem arises from the blurring of three types of journalism: straight reporting,analysis, and opinion. Other journalists who were questioned about this problem during the study said thatnewspapers would never completely rid themselves of complaints about bias. However, journalists should beever on guard against letting their personal bias interfere with accurate and fair reporting. One way to do thatis for reporters to take periodic “temperature checks” to question themselves that all sides are being treatedfairly.

2. Media Bias: Do You Know It When You See It? (10 minutes)
Pick a national story such as a war, a Supreme Court ruling, an election, or a scandal and build an exercise on
media coverage around that story. Pick a news source to analyze and examine the content and style of reporting,including any noteworthy facts that were omitted, any bias they detected, and the overall tone of the stories. Is
the coverage biased? If so, explain why. Is the news coverage biased, incomplete, or inaccurate? Are there morereliable sources?

Democracy in America- 247 -

Unit 10

Homework
Read the following Readings from Unit 11 to prepare for next week’s session.
•

Introduction—Public Opinion: Voice of the People•

Tocqueville, Democracy in America: “Political Associations in the United States”•

Paine, Common Sense•

Federalist Papers: “Federalist No. 10”•

Hahn, “Student Views of Democracy: The Good News and Bad News”

Read next week’s Topic Overview.
Critical Thinking Activity: Go to the course Web
site and try the Critical Thinking Activity for Unit 10.
This is a good activity to use with your students, too.
www.learner.org/channel/courses/democracy

Classroom Applications
You may want to have your students do the post-viewing activities: Suggested Best Practices for Newspaper
Journalists and Media Bias: Do You Know It When You See It? They are provided for you as blackline masters in the
Appendix.

Web-Based Resources
www.fair.org—Fairness and Accuracy in Reporting is a media watchdog group that seeks to end media bias andcensorship. Its Web site contains many reports on media bias.
www.newseum.org—The Newseum bills itself as “the interactive museum of news.” Now based in Washington,
D.C., the Newseum maintains an interactive Web site that includes a cyber museum and interactive education
tools, including lesson plans.
www.appcpenn.org—The Annenberg Public Policy Center Web site offers easy access to current and pastreports involving media coverage and campaign advertisements.

Unit 10- 248 -

Democracy in America