MEDIA-UNBIASED & OBJECTIVE??
The media has tremendous power to shape the political agenda, shape our images of politicians and policies, and to influence our images of our society and ourselves. From this, the question arises whether it's possible to have an unbiased and objective news coverage. The answer to that is a simple no. Media content and news coverage is definitely affected by the views, ideals, and interests of those who seek out, write, and produce news and other stories. Take for example reporters. They often have the freedom to interpret and evaluate stories that they are covering. As a result, they have an opportunity to slip in their views and ideals into the news stories. Take for instance the time when Richard Nixon was president. Many Americans as well as reporters felt a certain distrust and dislike for him. Eventually the negative attitudes that were felt by the reporters ended up in the news coverage. Also, take for example Franklin Roosevelt and John Kennedy. The personal friendship and respect that
But the most important factor influencing news coverage is the audience. Competing forces also help to influence the news coverage. They tend to persuade the media to present their own interests as more general or "public" interests. ) Therefore the product of the media, what appears, what doesn't appear, and the way it is slanted will reflect the interest of the buyers and sellers, the institutions, and the power systems that are around them. They tend to form good relations with reporters in order to shape or manipulate their media images. Take for example the political and social topics in news coverage. According to the article "What makes Mainstream Media Mainstream" by Noam Chomsky the Times are considered a corporation that sells a product. They have been very successful in recent in persuading the media to present their environmental, consumer, and political reform proposals as matters of the public interest. These topics mainly appeal to the interests of well-educated professionals, executives, and intellectuals. Therefore it is in the upper and middle class segments of the audience whose interest and taste especially influence the media's news, public affairs, and political coverage. They can make or break reputations, help to begin or end political careers, and build support for or bring together opposition against programs and institutions. Since mass media depends upon advertising revenues for their profits the perspective of most advertises (especially those whose products are relatively expensive) tend to want younger, upscale consumers for their ads and commercials. some reporters felt for them helped to generate more favorable news coverage for these presidents.
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