MEDIA/SOCIETY Study Guide

Chapter Three: Political Influence on Media

Purpose and Goals

It is impossible to understand the workings of the media without knowing something about the broader social environment in which they operate. For commercial media, especially, the government represents a major structural constraint which limits (but in some ways also enables) the actions of the media industry. This chapter looks at how the political world—especially the government—influences the media industry.

The specific content of the chapter covers territory that has often been in the center of public debate: regulation of the media. Most students have an awareness of censorship and the regulation of content, but will not be familiar with the regulation of ownership and technology. This subject matter, too, lends itself to innumerable debates and discussions. It’s important to not get bogged down in the details of each particular controversy (should CDs have warning labels; should minors be able to purchase such CDs?, etc.), and instead to focus on the underlying philosophical differences involved in these debates (property rights vs. public interest regulation, etc.)

Finally, all of the regulation debates touch upon most, if not all, of the elements in the “media and the social world” model. Regulating violence, for example, involves government (social world element), the media industry, media content, (possible impact on) audiences, and even technology (is regulating broadcast TV acceptable because of the use of public airwaves; is the V-chip a good solution?). By returning periodically to this model, students are reminded of the systemic nature of the media process.

Chapter Outline

Common Features of Media Regulation Debates The Case of “Pirate Radio” The “First Freedom” The “Public Interest” and the Regulation Debate Regulation in International Perspective Regulating Ownership and Control Regulating Ownership of Media Outlets Regulating Ownership of Programming The Case of “Fin-Syn” Rules Regulating Ownership and Control of Technology Regulating Media Content and Distribution Regulating the Media Left and Right Diversity Versus Property Rights Regulating for Diversity The Fairness Doctrine Regulating for Morality Ratings and Warnings Outlawing and Controlling Distribution The Issue of Violence Regulating for Accuracy Advertising Regulating for the “National Interest” Media and the Military Informal Political, Social and Economic Pressure

Key Themes

 All parties involved support some form of government regulation of the media. (The media industry benefits greatly from some forms of government regulations such as copyright laws.) The major debates about regulation are over what kind of regulation should exist.  Different media are regulated differently  The FCC is a central player in regulating the media  One key dynamic in media regulation is the debate between “free market” advocates versus those who advocate regulating in the “public interest”  Regulation of media applies to ownership, technology, content, and distribution  There are numerous areas of debate about regulation, including: ownership of media outlets, ownership of programming, ownership of technology, media content (promoting diversity vs. property rights), the Fairness Doctrine, rating systems and warning labels, outlawing and controlling distribution, violence and sexual material, advertising, censorship during wartime  Sometimes non-governmental groups (think tanks, religious groups, media watch organizations, etc.) can influence media as well

Key Concepts and Terms

Aggressor effect: the effect of watching violent programs that leads to more aggressive behavior Antitrust law: law that protects interest of consumers and ensures competition among entrepreneurs Baby Bells: regional, local telephone companies Big Three networks: historically, this included ABC, CBS and NBC television networks Binary code: a code of “0” and “1” that gives commands to computers; what all digital data is composed of Broadband: a method for transmitting data that handles a large amount of information through wider bandwidth Bystander effect: the effect of watching violent programs that leads to increased callousness about violence directed at others Call numbers: a reference to the frequency on which a radio or TV station broadcasts Citizen advocacy groups: groups of citizens who organize to influence the media or government Common carriers: telephone, telegraph and some computer networks Cross-ownership: the ownership of different media outlets (for example, newspapers and radio) by a single company Deregulation: the easing of regulations on the media; often associated with the Telecommunications Act of 1996 Digital broadcasting: the transmission of digital data across fiber optic networks Digitization: transforming data into digital format Electromagnetic spectrum: the airwave frequencies used to broadcast radio and other signals Fairness Doctrine: legislation adopted in 1949 requiring broadcasters to cover public issues and to present a diversity of viewpoints Federal Communications Commission (FCC): the government agency in charge of regulating the media Federal Trade Commission (FTC): government agency that handles cases of deceptive or fraudulent advertising Fiber optics: a glass or plastic fiber that guides laser light along its length; used to transmit data Filter software: computer applications that allow parents to block some types of Internet sites Fin-syn rules: financial interest and syndication rules, limiting TV networks from owning the programs they broadcast Free radio: underground or Pirate radio stations, often used to broadcast subversive programming Indecent material: material that is morally unfit for general distribution or broadcast; may be regulated Infomercials: extended television commercials (usually 30 minutes) that blur the line between programs and commercials Intellectual property rights: copyright law that is extended to include media products Microbroadcasters: Small, independent radio broadcasters; a more neutral term than Pirate Radio Motion Picture Association of America (MPAA): trade association formed to advance the interests of the movie studios; responsible for movie ratings board Multimedia services: companies that deliver multiple media formats, such as cable, telephone and Internet service National Public Radio (NPR): non-profit, public radio broadcast network Obscene material: material that is outlawed Open-access forum: a media service that treats all users and content providers equally Parental Advisory: Explicit Lyrics: standardized labels adopted by music industry in 1990 and attached to popular music with explicit content Parents’ Music Resource Center (PMRC): committee formed in 1985, to educate and inform parents about sexually explicit and violent lyrics in popular music; Senate hearings with music industry resulted in labeling of CDs Peer-to-peer file sharing: computer software that enables search and download from personal computers, for example Napster Press pool: a group of news gathering organizations pooling their resources in the collection of news Public airwaves: the broadcast spectrum that is considered a public, rather than a private, good Public Broadcasting Service (PBS): non-profit, public television broadcast network Public interest Single-wire monopoly: a single company providing a wire that would bring cable TV, telephone and computer services into the home Telecommunications Act of 1996: Landmark legislation that eased restrictions on media ownership V-chip: the violence chip, installed on televisions to block violent programs Victim effect: the effect of watching violent programs that leads to increased fearfulness about violence

Essay or Discussion Questions

•Why would the media industry support some forms of government regulation? Explain and give two examples.

•Describe how various media are regulated differently. What have been the justifications for this varying treatment?

•What are the arguments for and against regulating in the “public interest”? How does this compare with the arguments put forward by those who support a “free market” approach to mass media policy?

•Deregulation advocates generally suggest what they are against (regulation) but not what they favor. What are some of the potential problems with this position?

•Advocates of regulation generally argue that government must intervene on behalf of the “public interest” to counter the influence of powerful media conglomerates. What are some of the potential problems with this position?

•Explain the general differences between the philosophies which underlie liberal and conservative views about media regulation.

•In what situations do you think the government has the right to regulate media content? Explain why you believe what you do.

•Explain the differences between indecent material, pornography, and obscene material. Which are legal? What regulations apply to different categories?

•Almost no one believes that the US media should be able to print or broadcast information during wartime that could endanger US troops. However, the military also believes that the media should not publicize information that might adversely affect troop morale––and perhaps indirectly endanger US troops. What do you think?

•Explain the challenges that the Internet poses for traditional media regulatory policies.