
respond to perceptions of audiences and issues rather than intrinsic shifts in perspectives
or news. Dramatic visual images of
civil rights
that galvanized America were conveyed
by white reporters and camera men; declines in
affirmative action
or issues of the Third
World have been ignored by culturally diverse networks in the 1990s.
It is clear that news coverage does have an impact on how Americans understand and
react to events. Hence, television news coverage on politics has sparked constant debates.
Early TV news offered American politics, gavel to gavel. The immediacy of political
conventions and the
Watergate
hearings drew millions to the tube, and TV news was
credited with providing a relatively transparent representation of the US political process.
Other Sunday-morning panels also have allowed politicians and newsmakers to discuss
serious issues with journalists as hosts and interrogators. Yet, facing telegenic political
contests (Kennedy versus
Nixon,
Clinton versus
Dole),
one must ask if media are channel
or cause. Moreover, with the rise of the political consultants, who are adept in creating
media events for the candidates or politicians, TV viewers learn to view politicians as
media-generated icons, while images and soundbites avoid more substantive issues.
Television news has been accused of only reporting the horse-race aspects of elections,
concentrating on opinion polls and personalities.
In the 1980s and 1990s, network news has expanded into
prime time
as magazine
format shows. These feature network personalities and stories of corporate corruption,
personal tragedy medical triumphs (and tragedies),
celebrity
gossip and natural disasters
and have become almost nightly staples. The most senior and popular of this format,
Sixty
inutes,
has remained among the top ten shows for years since its beginning in 1968.
Local news
magazines
have tended to concentrate on nostalgic history minority
opulations and special events. Another extension of the morning/ evening schedule was
the introduction of ABC’s
Nightline
(1980–), which grew from coverage of the Iran
hostage crisis into a monographic report after local news. PBS news has always been
considered as quality and liberal news; however, researchers have pointed out that the
guest list in the famous McNeil/Lehrer
News Hour
(PBS) often favors white males.
Cable, however, provides the most telling shift in American news. CNN, with its axis
in
Atlanta, GA,
rose to national and international prominence through coverage of the
Gulf War via 24-hour news. C-SPAN, as a public service offered by
cable
providers,
offers complete, relatively neutral coverage of events, including sessions of
Congress
.
Other cable news services have added talk, call-ins and gossip; many like MSNBC,
suggest
Internet
connections for immediate updates, while CNBC promotes finance and
business information.
With TV a mature medium, producers, journalists, politicians, as well as the audience
all understand how to manipulate or simply use the medium to their advantages. While
many in the audience still believe that the evening TV news is authoritative, more are
skeptical. The news media, including the print press, and electronic media were attacked
y the American public for their handling of the Clinton scandal. In the end, Clinton was
not convicted, no matter how big the story was.
Local TV newscasts have faced other difficulties despite strong revenues. While some
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