Define narrowcasting. Provide examples of groups who are the targets of narrowcasting, and explain how narrowcasting polarizes public opinion. Assess the impact of narrowcasting on democratic health
What will be an ideal response?
Answer: An ideal response will:
1. Define narrowcasting as targeting media programming at specific populations. This has been made possible by the growth of cable and satellite television.
2. Discuss the ideological niches—liberal (MSNBC), conservative (Fox News or AM talk radio)—or racial groups such as African Americans (BET), ethnic groups, and religious groups such as evangelical Christians (CBN), to which different networks cater.
3. Explain how narrowcasting reinforces the preexisting views of group members, results in agenda setting, and allows political leaders to avoid certain hard-hitting news reporters.
4. Assess how narrowcasting affects democratic health. For example, narrowcasting polarizes public opinion, which might hinder democracy. However, it might also encourage Americans to become more informed, benefitting democracy.
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