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Claims regarding the power of the mass media in contemporary politics are much more frequent than research actually analysing the influence of mass media on politics. Building upon the notion of issue ownership, this article argues that the capacity of the mass media to influence the respective agendas of political parties is conditioned upon the interests of the political parties. Media attention to an issue generates attention from political parties when the issue is one that political parties have an interest in politicizing in the first place. The argument of the article is supported in a time-series study of mass media influence on the opposition parties' agenda in Denmark over a twenty-year period.

In democratic societies, the media today have a complex relation with the sources of power and the political system. Firstly, they should emit information and attitudes independent from the government and interests of power, secondly, those with interests promote news and information closely related with the political parties and other groups. Hence, there has always been a close relation between the mass communication and the product of politics. In the relation between politics and the media the good informative function is very evident. As a part of the media reality, communication contents do not only transfer messages and information from the political factors, but they also analyze, select, make comments, give their own opinion and share attitudes on them. Media effects on politics are realized through manipulative and propagandistic techniques of persuasion, contrary to the professional standards and criteria of the functioning of the mass media communication.

1 Mass media and political economics -- 2 Collective decision-making and market provision of information -- 3 Public good provision, electoral selection and informationacquisition -- 4 Theory and evidence from Norway: Newspaper circulationand local government efficiency -- 5 The geography of local television markets and the allocationof federal funds in the United States -- 6 Concluding remarks -- 7 References

Mass media helps administrators and policy makers expand their audience reach, which is crucial considering the fact that face-to-face channels of communication often require abundant human resources to reach masses in rural areas. Agriculture communication is the process of communicating agriculture related information to the stakeholders of agriculture activities. The study reveals that oral communication channel plays a major role in providing information to the rural respondents vis-à-vis mass media channels. Majority of development schemes have reached stakeholders through oral communication than mass media, says the study. It may be inferred that oral communication channels are the major source of information in agricultural communication to the extent of creating awareness about development oriented programmes of the government.

American Indians and the Mass Media explores Native experience and the mainstream media's impact on American Indian histories, cultures, and communities. Chronicling milestones in the relationship between Indians and the media, some of the chapters employ a historical perspective, and others focus on contemporary practices and new technologies. Particularly valuable are the essays highlighting authentic tribal voices in current and future media. Mark Trahant chronicles the formation of the Native American Journalists Association, perhaps the most important early Indian advocacy organization, which he helped found. Including discussion questions for each essay and an extensive bibliography, American Indians and the Mass Media is a unique educational resource.

Cover -- Half Title -- Title -- Copyright -- Contents -- Acknowledgements -- INTRODUCTION -- 1. CORE TERMS/CONCEPTS -- The Fine Arts -- The Mass Media and Mass Culture -- 2. ART USES MASS CULTURE -- Courbet, Van Gogh and Popular Imagery -- Pop Art Translates Mass Culture -- American Pop -- Formalism in Pop Art -- The Politics of Pop -- Transubstantiation -- Indirect Influences of the Mass Media -- 3. THE MASS MEDIA USE ART -- Art as Subject-matter -- Image of the Artist in Advertisements -- Art as a Source of Styles and Formal Innovations -- Art as Subject-matter in the Cinema -- Artists as a Pool of Skilled Labour -- 4. MECHANICAL REPRODUCTION AND THE FINE ARTS -- 5. HIGH CULTURE: AFFIRMATIVE OR NEGATIVE? -- 6. CULTURAL PLURALISM AND POST-MODERNISM -- Reporting the Zeitgeist -- The Politics of Pluralism -- 7. ALTERNATIVES -- John Heartfield and Photo-montage -- Community Art/Murals -- Political Art in the Galleries -- 8. ART AND MASS MEDIA IN THE 1980s -- Cross-overs and Mass Avant-gardism -- Simulacra -- Art, Advertising and Billboards -- Appropriationists -- Plagiarists -- Koons, the Master of Kitsch and Business Art -- 9. ARTISTS AND NEW MEDIA TECHNOLOGIES -- Photography -- Photocopiers -- Video -- Computers -- 10. WAR, THE MEDIA AND ART IN THE 1990s -- 11. CONCLUSION -- Notes and References -- Bibliography -- Index.

Purpose: The relevance of work is connected with understanding that the policy turns into the media process. Problematic is an allocation in a huge flow of information of the most priority and significant: consciousness of the recipient is considerably overloaded; the individual does not manage to carry out the analysis of the obtained information, and only gives it a superficial emotional assessment Methodology: The method of comparison is used for the correlation of political media reality with reality. The method of the analysis of empirical data of political activity promotes the establishment of the truth in the registration of media materials. Result: In the article, the levers used in mass media are analyzed, their manipulative potential is defined. Special attention is paid to the fact that virtualization of political reality in mass media leads to the emergence of ideological symbols. The practical importance of research of manipulative capacity of mass media consists of the identification of peculiar features, forms, and methods of impact on the consumer of information content. Applications: This research can be used for universities, teachers, and students. Novelty/Originality: In this research, the model of The manipulative capacity of mass media is presented in a comprehensive and complete manner.