INTG 415 - Media and the Self-Directed Citizen

 How Can Citizens Influence the Main-stream Media? 

Advertisers are the pressure point!!

 

1. Individual Complaints

• Media execs assume each letter represnts many others

• Send complaints to anchors or producers with copy to the head of the media outlet

• Try for op-ed and leters to editor

• Note "Viewers for Quality TV" success (TV Guide helps to)

• Also try self regulation groups

2. Boycotts (esp. advertisers)

• threats alone sometimes work esp. on non-critical issues to the advertiser and seemy stuff.

• It's hard to target syndicated shows advertisers - who are they?

3. Legal action

• license challenges

• FTC

• libel suits

Regulation as Media Influence

 

Regulation -- Uses govenment to control and influence media

• FTC - Regulates Interstate Commerce

• unfair competition

• deceptive practices

• false advertising

  • cease and desist orders

  • corrective ads can be required

• FDA - packaging and advertising of food and drugs

• Better Bus. Bureau National Ad Division (NARB)  -- does the evidence support the ad claim, Board decides.

• NAB - code and limits on "decency of products" e.g. condoms.

• Network standards

Typical Limits on (Commercial) Ads

• FTC prohibits material misrepresentation AND omission of key facts

• The product must look and act like the real thing (including size, color, distorting camera angles, etc.

• Product performance must be like the actual product (must note time lapses)

• Advertisers must use comparable products in comparisons

• Most puffery is acceptable ("best tasting") but most refer to real characteristics (Puffery involves claims not suceptible to empirical testing.  fantasy and personal opinion are OK.)

Audiences create limits by attitudes toward children's advertising and Taboos.

Citizens can promote self-regulation

Use established, high-credible organizations (PTA) to pressure industry groups

• Politics vs Products

• Political campaigns are time constrained

• Image depends on candidate record - limits choices

• Audience targets may emphasize elderly and poor too and must consider district lines not media markets (e.g. NYC and Conn.)

 

Regulation (of public airways)

• Censorship by media is not generally allowed

• Equal time is required - note "newsworthiness" issue in debates

• Access by candidates is required of broadcast media

"Sales" objectives in politics are different (50+% required in politics)

Unpaid coverage is routine in politics and includes invented news, photo-ops, etc

• quality reviews (truth squads)

• endorsements

• financing and "non-affiliated groups"

   

  Constructing a strategy for Influencing Media [read pp. 279-281 in the Jamieson text ]
  

  1. Isolate message to key issue + support

  2. Define intended audience - focus only on essential people

  3. Determine/plan the newsworthiness of the message and select appropriate format, piggy-back on other issues, timing

  4. Become aware of constraints - who wants it buried and what will they do - who will help?

  5. Select channels - news, ads, media events, segmentation

  6. Adapt your message to the channel