CHAPTER SIx • PublIC OPInIOn, POlITICAl SOCIAlIzATIOn, And THE MEdIA 133
The media have influenced the passage of legislation, such as “Megan’s Law,” which
requires police to notify neighbors about the release and/or resettlement of certain
sex offenders. American journalists also work in a long tradition of uncovering public
wrongdoing, corruption, and bribery, and of bringing such wrongdoing to the public’s
attention.
Closely related to this investigative function is that of presenting policy alternatives.
Public policy is often complex and difficult to make entertaining, but programs devoted
to public policy are frequently scheduled for prime-time television, especially on cable
networks. For its part, the Web offers an enormous collection of political sites, with policy
proposals representing every point of view.Socializing new generations. As mentioned earlier in this chapter, the media strongly
influence the beliefs and opinions of Americans. Because of this influence, the media play
a significant role in the political socialization of the younger generation and of immigrants
to this country. Through the transmission of historical information (sometimes fictional-
ized), the presentation of American culture, and the portrayal of the diverse regions and
groups in the United States, the media teach young people and immigrants about what
it means to be an American. Many children’s television shows are designed not only to
entertain young viewers but also to instruct them in the moral values of American society.
On the Internet, young Americans participate in political forums, obtain information for
writing assignments, and, in general, acquire much of their political socialization.Providing a Political Forum. As part of their news function, the media also provide
a political forum for leaders and the public. Candidates for office use news reporting to
sustain interest in their campaigns, while officeholders use the media to gain support for
their policies or to present an image of leadership. Presidential trips abroad are one way
for the chief executive to get colorful, positive, and exciting news coverage that makes
the president look “presidential.” The media also offer ways for citizens to participate in
public debate through letters to the editor, blog posts, Twitter posts, and other channels.Making Profits. Most of the news media in the United States are private, for-profit cor-
porate enterprises. One of their goals is to make profits for expansion and for dividends
to the stockholders who own the companies. In general, profits are made as a result of
charging for advertising. Advertising revenues usually are related directly to circulation or
to listener/viewer ratings.
Several well-known media outlets, in contrast, are publicly owned—public tele vision
stations in many communities and National Public Radio. These outlets operate without
extensive commercials, are locally supported, and are often subsidized by the government
and corporations.
For the most part, however, the media depend on advertisers for their revenues.
Consequently, reporters may feel pressure from media owners and from advertisers. Media
owners may take their cues from what advertisers want. If an important advertiser does not
like the political bent of a particular newspaper reporter, for example, the reporter could
be asked to alter his or her “style” of writing. According to the Pew Research Center’s
Project for Excellence in Journalism, 38 percent of local print and broadcast journalists
know of instances in which their newsrooms were encouraged to do a story because it
related to an owner, advertiser, or sponsor.^6- Pew Research Center for the People & the Press and the Project for Excellence in Journalism, The
State of the News Media 2007: An Annual Report on American Journalism.
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