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ERIC Number: ED361817
Record Type: Non-Journal
Publication Date: 1993-May-2
Pages: 15
Abstractor: N/A
Reference Count: N/A
Gaining Media Attention in the Changing Media Environment: A Case Study.
Hardenbergh, Margot
The media's use of videotaped 1992 New Year's greetings to President George Bush (taped by several people in front of a life size image of the president from his college days) raises questions of the media's diversity, ethics, and agenda setting. A New Haven television station reported on the activity as one of many taking place that night. Ten days later, portions of the tape had been shown on many television network news feeds, written up in newspapers nationwide, and served as a vehicle to bring a national news program to interview some of the participants. It is ironic that as much as the media attempt to go to the wider public, they have to rely on those stories that are easiest to get. All media outlets went to the same source for the videotape of the event. Ethical issues involved payment for the videotape, requested embargoes on the story, and the use of private media for public consumption. Media hype fulfilled its own needs, feeding on itself and almost going around in circles. This case indicates, on the one hand, that the media continue to provide little diversity, they continue to be dominated by the national print media, and they do not always act ethically. On the other hand, the case indicates that the media are seeking diversity, they are attempting to be processors and put the news into a context, and they are attempting to act ethically. As the media environment continues to change, there is a critical need to research the relationships among the media. Continuous study is needed to add to an understanding of how the media set their agenda. (RS)
Publication Type: Speeches/Meeting Papers; Reports - Descriptive
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Connecticut (New Haven)