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Dulio, Medvic, Nelson on TV, Style, and Substance

David A. Dulio, Stephen K. Medvic, and Candice J. Nelson, Shades of Gray (Brookings: 2002), p. 14.

The problems include limited access to mass media outlets afforded to some voices in our political process; “sound bite” journalism that covers campaign strategy more than policy pronouncements and emphasizes conflict over consensus; and overreliance on the medium of television, the logic of which makes politics “an activity of style over substance, image over reality, melodrama over analysis, belief over knowing, awareness over understanding.” The primary cause of these problems, [Robert] Denton argues, lies in “contemporary news values.” As a business, the media must maintain high circulation (or ratings) in order to make a profit by selling advertising. The incentive to make the news entertaining is overwhelming. But information that is most useful in a democratic system may often be subtle and complex — boring, to some.