Mass media in the usa

M ass communication has revolutionized the modern world. In the United States it has given rise to what social observers sometimes call a media state, a society in which access to power is through the media. Since a democracy largely depends on public opinion, all those involved in communicating information inevitably have an important role to play. The print and broadcasting media not only convey information to the public, but also form and influence public opinion and are considered to be abundantly confident.

Mass media in the USA is an enormous network of television, film, radio, print and web broadcasters. The organization Reporters Without Borders compiles and publishes an annual ranking of countries based upon the organization's assessment of their press freedom records and undeterred activities of journalists and publishers. In 2010 USA was ranked 20th of 178th countries, which was an improvement from the preceding year (Sweden is ranked number 1 along with Norway, Finland, Iceland, Switzerland and the Netherlands).

Television, with access to virtually every American household, is a powerful influence. Nowadays Americans consider television the highly reliable source of news, and a majority ranks television as the most reliable news source. On average, American viewers watch TV about six hours a day, usually tuned to one of the national commercial networks: ABC (the American Broadcasting Corporation), NBC (the National Broadcasting Company), CBS (Columbia Broadcasting System) or Fox Broadcasting Company. These stations attract about 98 per cent of TV audiences.

Theoretically, anyone in the United States can start a newspaper or a magazine, but to become a radio or television broadcaster one must be granted a portion of the limited radio-television spectrum by the government’s licensing board, the Federal Communications Commission (FCC), an independent agency of the United States government with the majority of its commissioners appointed by the current President. The FCC works towards six goals in the areas of broadband, competition, the spectrum, the media, public safety and homeland security, and modernizing the FCC. The FCC is directed by five Commissioners appointed by the President and confirmed by the Senate for 5-year terms, except when filling an unexpired term. The President designates one of the Commissioners to serve as Chairperson. Only three Commissioners may be members of the same political party. None of them can have a financial interest in any Commission-related business. The Federal Communications Commission (FCC) regulates ‘indecent’ free-to-air broadcasting (both television and radio). Satellite, cable television, and Internet outlets are not subject to content-based FCC regulation. It can issue fines if, for example, the broadcaster employs certain profane words, libel, obscenity or blasphemy.

For the most part, the American broadcasting system has always been a commercial system. It is supported by money from businesses that pay to advertise goods or services to the audience. Advertising messages are usually presented as 15, 30 or 60-second commercial announcements before, during and after programs. During a sixty-minute TV program you can expect to see about twelve minutes of commercials.

Commercial broadcasting is a huge industry bringing in profits of about 1.8 billion dollars annually with lots of pay-per-view channels. The commercial networks broadcast a variety of shows: news, drama, soap operas, comedy, sports, music, movies, children’s programs, game shows and talk shows. There are a lot of competitions for viewers, especially during prime time, from 7 to 11 pm.

P BS (Public Broadcasting Service), supported by government and private funding, is the only noncommercial network. It broadcasts more serious drama, performing arts, science, public-affairs documentaries and educational children’s programs. Sesame Street, the most popular children’s show on PBS, appears on TV stations all over the world. All five networks broadcast twenty-four hours a day.

Viewers whose tastes are not satisfied by the many offerings of network and local programs are now increasing their options by subscribing to cable television. About 35 million Americans pay a monthly fee for greater selection. There are up to 500 cable stations. Two well-known ones are HBO (Home Box Office), which shows movies, and CNN, which specializes in news.

Satellite TV was originally designed to offer a greater selection of programs to people in rural areas that could not easily be connected to the cable system. It now provides anybody who is ready to have a satellite dish installed in his or her backyard with the same programming as cable TV. Conventional television has had to struggle to retain its audience as people switch over to cable viewing or satellite TV.

A cross the United States there are more than nine thousand radio stations. Almost all of them are commercial, except for National Public Radio stations. Listeners can tune into all kinds of stations: pop or classical music, news, sport, or community radio. Talk radio shows are very popular. Listeners call in and ask the talk-show host or guest’s questions about anything from cooking or car repair to politics or health. Callers often get a chance to give their opinion on the air.

N ewspapers have to cope with competition from radio and television. There’s something worthy of note for everyone with 1,700 daily and 6,300 weekly newspapers. Eight out of ten Americans read a tabloid or standard newspaper every day. Often newspapers are delivered early in the morning so people can read them before leaving home. Most newspapers are regional rather than national, although some are distributed all over America. The New York Times, for example, is available in New York and in most big cities. The paper with the largest circulation is The Wall Street Journal, which specializes in business news.

In general, freedom of speech is considered an integral American value, as protected by the First Amendment to the United States Constitution. This freedom has caused controversy at times. For instance, it is legal to express certain forms of hate speech so long as one does not engage in the acts being described or urge others to commit illegal acts. However, more severe and hurtful forms of hate speech have led to people or groups, such as the Westboro Baptist Church, being successfully sued.

The mass media has been referred to as ‘the new parent’. Television and Internet now displace parents as the chief source of information as children get older. Governments throughout the world use the schools in their attempt to instill a commitment to the basic values of the system. Both democratic and authoritarian governments want students to learn positive features about their political system because it helps ensure that youth will grow up to be supportive citizens. The media is an intricate part of American government, intertwined with the practice of democracy, but to what extent does the media influence public opinion? To answer that several aspects of media coverage have to be explored. The media is America’s basic resource for all the news concerning American politics. Also, the opinion expressed by the fourth estate influences the opinion adopted by the public. Lastly the issues the media deem important help set the national agenda and to affect the public’s opinion of voting. The most basic way the media influences public opinion is by offering knowledge about government decisions and access to government information.

Exercise 1. Give Ukrainian equivalents:

Media state;to convey information to the public; undeterred activities of journalists and publishers;with access to virtually every American household; the most reliable news source;‘indecent’ free-to-air broadcasting; to issue fines; to employ certain profane words;supported by government and private funding; pay-per-view channels.

Exercise 2. Give English equivalents:

Комерційні оголошення; суспільно-політичний документальний фільм; платити щомісячну плату за більший вибір; традиційне телебачення; невід’ємна американська цінність; жорстокі та образливі форми агресивної промови; вселяти зацікавленість до основних цінностей; бути переплетеним; вважати важливим.

Exercise 3. Explain in English:

Broadband	Conventional television	Prime time
Homeland security	Freedom of speech	Worthy of note
Libel	National agenda	Circulation
Fourth estate	Coverage	Commercial announcement

Exercise 4. Fill in the chart with different parts of speech.

Verb	Noun	Adjective	Adverb
	observer
			abundantly
designate
	profit
		conventional
broadcast
			inevitably
	voting
		integral
subscribe

Exercise 5. Choose any newspaper or newsmagazine you like and prepare a talk about its history.

• the Wall Street Journal

• the USA Today

• the New York Times (NYT)

• the Los Angeles Times

• the Washington Post

• the International Herald Tribune

• Time

• Newsweek

• U.S. News & World Report

Exercise 6. Answer the questions:

1. What are the peculiarities of the media market in the USA?

2. Which type of mass media do Americans consider the most reliable?

3. Is it difficult to launch a radio station or a TV channel in the United States? Why or why not?

4. Is freedom of speech taken for granted in the US? In your country?

5. Freedom of expression may be subject to certain restrictions. Do you agree with this statement?

6. What is the role of media in American political campaigns?

7. H ow do the American media differ from the media in most other countries?

8. How do the media influence public opinion in America? Do you think that the government should control the media?