Recently, the vital importances of mass communication in the United States have aroused world—wide attention. There is a way of saying goes that “Mass Media are the fourth branch of the government.”( 蔡帼芬， 2002 ， 284) Another saying is “Mass media are the fourth estate in the USA” （蔡帼芬， 2002 ， 284 ） which is mentioned in the same breath as the power of legislation, administration and judiciary. We can understand from these two statements that, mass communication have deeply influenced people’s life, especially in America’s political life.

The systematic mass communication came into existence along with the establishment of the capitalism. In the seventeen century, following the development of the printing technology, print media---newspaper became popular. In the end of nineteen century, electronic media had brought to the second revolution in mass communication, and television played an important role in this age. From the 1990s, international computer net works began large—scale commercialization with unprecedented speed. Nowadays, the internet becomes necessary in our life. But, how can mass media become “the fourth branch of government” and “the fourth estate” in the United States? What are the relationships between the mass communication and politics? The purpose of this paper is to examine their bearing on each other and to discuss the effects in the future.

I.  The forms of Mass communication

The origin of mass communication can be traced back to many centuries ago. Yet the concept of “mass communication” is quite new. It was first used in 1945 in the UNESCO charter. What is mass communication? An American sociologist put forward the definition as “Mass communication is a course, during which professional communication utilizes mechanical to disseminate information widely, rapidly and constantly to a large audience. The purpose is to share with the audience what they express and to influence them with various methods” （郭庆光， 2000 ， 111 ） . This is the most authoritative definition which was agreed on by many scholars. It is undoubtedly that, mass communication send the information to the publics, and attempt to affect the peoples who receive it. In the process, Media are the bridges between communicators and audiences, communication can not be carried out without Media. This is the main difference between the mass communication and other communications.

    According to the rise and development of mass communication, it can be divided into three types, and every type has peculiarities for its unique technology structure and function.

    The first type of mass communication consists of print media. Mass Media are the channels of realizing the process of mass communication. Needless to say, the developing history of the mass Media might be a history of social development. Technological development is the prerequisite of the birth of any medium. The occurrence of written language and the invention of paper and printing gave a full preparation in terms of technology and language for the birth of the newspaper. Englishman Benjamin Harris published the first newspaper edition of Public Occurrences in Boston in 1690. From that time until 1775, 50 kinds of newspaper appeared. Along with the expansion of newspaper production scale, it came to rule the unparalleled influence of the media in those days. American president Thomas Jefferson said in 1787, “Were it left to me to decide whether we should have a government without newspapers or newspapers without a government, I should not hesitate a moment to prefer the latter.”( 蔡帼芬， 2002 ， 198)These words at least tell us that, the America republic in those days put a high value on newspapers. The publicity about the freedom of formulism and the supervision of government behavior made newspapers a symbol of America’s democracy. Newspaper has had an identity since their emergence: to serve the ruler class and the governments. In twentieth Century the United States entered a monopoly stage ， as an industry , mass media could not avoid the same fate. Founding of press groups is the main forms of monopoly for print media. To say nothing for it, the press groups always stand for the ruler class’s benefit.

Electronic media is the second type of mass communication. If the great changes print media have brought to the world are regarded as the first revolution in mass communication, then we can think the development of electronic media the second one .The twentieth century is considered as the age “filled with noise”. It was the “noise” of radio that broke the silence of print media; claiming the coming of the electronic. Especially, television emerged in the media in 1920s. Compared with other Media, television’s advantages are as follows: To begin with, television news presentation of both sounds and pictures had broken up the silence media thoroughly. Beside, television draw audience and news event closer. Lastly, television’s timelessness and influence is superior .Owing to its advantage television gained popularity in a short time. By the end of 1952, 15 million families in the USA had had TV sets.

    Television severed the politics when it became dominant medium rapidly. In 1960s, politician paid attention to television, gradually, dozens of seconds’ original voice in TV instead of one or two hour’s political speech. In the nineteen century, television has deep influenced on the voters. When the politician’s realized the power of television, they began to make their vision image and to contrive unreal thing attracting media’s report. It is very convicient for the candidates speaks directly to the public, when the rise of wire television in the 1980s. 90 percentage American families were covered. In that century, television almost took place of other media in the politics.

    The most important type of media communication is network media. In September 1993, the USA government delivered a report, claiming to build up “Information highway”, （肖恩 . 霍利，徐艳秋， 1999 ， 45 ） then, the Internet revolution has greatly changed American’s life.

    There are two basic forms now existing in the network communication: one is the network combined with the traditional media to form a new medium. Such as network radio, network newspapers and network television. The other is that some individuals and organizations produce and deliver news regularly through websites and homepages to form a new medium. Compared with traditional media, network media is mainly special in its functions of three ways, interactivity, abundant information and rapid information dissemination. “ According to a survey by American research, in 2005 ， the number of internet users in America reached 1 billion, of which 75 percentages said that they were using the time they would be watching TV to use the Internet .” （张昆， 2005 ， 125 ）

    Obviously, the internet also has influence on politics. “ On January 27, 1998, the AP website provided some 200,000 news reports to comment on Clinton’s scandal story, impacted on the public’s vision and thought. On August 31, 1997, three hours after British princess Diana’s dying in a car accident, at least 100,000 people registered for the times online and many people doubted that, this was a murder.” （蔡帼芬， 2002 ， 248 ） It is certainly that, the impact brought about by the Internet is much greater than other Media.

From what has been discussed above , we may safely arrived at a conclusion that mass communication in the united states have brough to important effect on every aspect of American politics since they become essential to society . Every government considers mass communication as a weapon in their hands.

II. Mass communication and politics bear on each other

1.      The effect of mass communication

The facts show that mass communication are really a double—edged sword. On one hand, powerless people can use them to embody and ensure crizens’ democratic rights; on the other hand, they can serve as tools for the government to control its people and society, but how can mass communication become “the fourth branch of government ” and “the forth estate ” , we can answer this question in three ways : Agenda setting ( 议程设置 ) , supervising government （监督政府） and molding diplomacy （影响外交） . These are the most chiefly influence by the mass communication in American politics. 转自 http://www.lwck.cn/

1)      Agenda setting

Agenda setting is a hypothesis, put forward by McQuail D and windahi S in 1972. To investigate the agenda—setting capacity of the mass media in the 1968 presidental campaign, they found that while the mass media may have little influence on the direction or intensity of attitudes, it is hypothesized that“ Mass media set the agenda for each political compaign, influencing the salience of attitudes toward the political issues.” （ Robert,1989,185 ） The press “may not be successful much of the time in telling people what to think, but it is stunningly successful in telling its readers what to think about.” (Everette, 1989, 345)

Before the establishment of democracy, agenda was controlled by the political ruler. The will of people was negligible compared with “ruler’s opinion”. Along with the emergence of mass communication, there is a special thing—media put into the ruler and the ruled.

In the age of information, most of Americans get the information about outsides world by mass communication. Howerer, they are unable to identify the reality of the news, for the information overflowing. Therefore, mass media can attract audience’s attention by increasing numbers of reports on this certain subject that they want to set. Then, “ Pressure of public opinion” ( 徐艳秋等， 1999 ， 46)will force the government to put this subject on its agenda. Needless to say, mass communication become another “ruler”.

The typical example for agenda setting is the war between America and Viet--Nam. In the later stage of the war, the United States sank into the war wire and unable to help itself. The number of the soldiers’death increased day after day. Many mass media began to be against the war, they tend to resport the news of anti—war .The reports about the American soliders killed the Viet—Nam’s common people have brought about the feeling to Americans that, it was mistaken to support the war, because this was against America’s value. Then, people opinion of anti—war take shape gradually .Losing support of the public, Amerian government can do nothing but withdraw from the war.

Although, we accept the effect of mass communication in American political life, we also must know that this phenomenon is not decided by the strength of the people, but by media owners and the economic interest groups. Monopoly is the characteristic of America, this interest group use the people will pressure to bargain with the government. If they come to agree on the dominant groups, they will abandon the so—called people’s will or conceal the facts from people. As long as social issue is ignored by mass media, they will not be on the government agenda, no matter what attitude people hold.

2)      Supervising government

In theory, mass communication are the same as a gun hold in the public’s hands. It was not to serve government but the people. Mass communication have the advantages of quickness and wide coverage. Thus, it will have more direct impact than the legislature. That is why the third American president, Jefferson said “The newspaper should provide the government a sort of supervision that other organization can not offer, we can rely on them to seek light, if only the newspaper gains protection.”(Jarice, 1996, 172) Facts show that, American mass communication have always been critizing the government and exposing political scandals.

Because of the high—speed and wide—coverage of mass communication , If mass media criticize one government officer or one government behavior , the criticism will stretch in all the country , even , all the world . If the criticized one explains the cause, he will not be trusted again. Most of them will resign and finish his political life. This sort of power of mass communication called “soft power”; it plays an important role through superiving the “still power”. Therefore, the mass media are called “the fourth estate”as mentioned in the same breath as the power of legislation, administration and the judiciary.

We can see the “soft power” in impeaching president. In 1974, the House of Representatives of the United States approved three clauses for impeaching President Nixon, the direct reason for impeaching president Water Affairs. Moreover, the role of media investigative reporting in Watergate was to bring the scandal to light in its infancy, to disclose new information for policy makers to investigate further. The result of it is Nixon’s resignation. Run up to the impeachment of President Bill climton, media’s communication also plays an important role. “During the period of Clinton’s scandal story, only on January 27, 1998, the AP website provided some 200, 000 new reports to comment on the event.”( 尹鸿，李彬， 2002 ， 69) Form the people opinion in the whole world. Thus on Deceber 12, 1998, the House invoked five clauses for impeaching president Cliton. From above case, we can see the media communication’s “soft power” is very powerful in American’s political life.

However, supervision by mass communication can not occur directly. It must combine with masses and political course. In a word, mass communication have great influence on political but their power is limited.

3) Molding diplomacy

The molding diplomacy function of mass media also is of vital importance.Because in the foreign affairs, it can transmiting in formation, superving government, setting agenda .Change decision and act as spokesman.

a. Transmiting international information

The mass communication in the United States, not only are the ways of people know the outside world; but also are an information source which the government and diplomacy organization rely on. President Kart said in an interview that, every morning on his work, he first read newpapers adstract, and then asked the concrete situation, at last made a decision that what measure carry out .while president Rigan was always watching TV news with his super—assistant in every evening. Thus, we can consider mass communication as a vital line of transmiting information among the governments. 转自 http://www.lwck.cn/

b. Setting government’s diplomacy agenda

The mass communication in the United States affects the diplomacy decision vitally. Media’s arranging and selecting for the news, influence the attentions that people and government pay to the international issue, it draw up people and government’s predilection on the international affairs. Thus, we can say mass communication setting agenda of government arrange diplomacy Affairs.

c. Superivising government’s dipolomacy behavior

The criticism of government has become one of the eternal subjects in the mass communication. Almost every reporter hoped that they can found another Watergate Affairs in the diplomacy, which can bring benift and reputation to them. Therefore, the entire reporter always pays careful attention to the government’s diplomacy affair. If the government has few mistakes in the foreign affairs they will report it very detailed. Therefore, we can say, this is another superiving behavior.

d. Changing government’s diplomacy decision

    Mass communication are one of the parties in America government’s international decision. Although, it was not directly participate the decision. In the foreign affair, mass communication are unable to be compared with president, but it will change government’s diplomacy decision on the periphery’s reporting. The influence on the periphery will leak into the interal government and change its dipolomacy decision. In some special situation, it will rewrite American history.

e.      Acting as an government’s diplomacy spokesman

Generally speaking, the hot diplomatic issue which the government pays attention to also is the hot issue media reporting. In many periods, the mass communication must publicize the government’s policy, make bedding and atmosphere to the government, its statement must be close to the government’s policy. The influence of mass communication in the dipolomacy certainly does not contain only these points. The diplomacy of American is bourgeoisie’s dipolomacy, the mass communication of American also are bourgeoisie’s, Utilizing each other is bourgeoisie class’ characteristic. 转自 http://www.lwck.cn/

2. The control of American politics

    Freedom is the super pursuing of mass communication. But, as we all know that, there is no absolute freedom. Freedom and restrictions are two opposite aspects. “ Dual F Lazarsfeld, one of the founders of communication, said that, mass Medias are powerful tools that can both serve the good and the evil. Generally speaking, they will be more like to serve the latter, if not properly controlled.” （蔡帼芬， 2002 ， 94 ）

    Though mass communications in the United States are enjoying more and more freedom in the mass comunication in the last two hundred years, however, we mentioned above, there is no absolute freedom, they are restricted and controlled by the government according to power and legal system. Speaking deeply, interest groups in the society also restricted mass communication by the tools of ecomomy.

    In the first place, government controlled the mass communication by its power. We say that in the above, mass communication are the forth branch of government and plays an important role in the American political life. No matter how, mass media is an organization in the control of the country, we must know that, bourgeoisie’s purpose is seeking profits. The ruler class and interest groups approach to new media to promote their interests. They do not only try to control mass media to publicize their view, but also use news media to present a good image to the people.

Generally, president’s office---White House is much easy to approach and influence the news reporting. An American officer said that: “Mass communication tranmist the information that every person can see it, so, we should try our best to control it under the ways which benefit us (Robert, Maclehda, James, 1998, 223).

There are two ways for the government to control the mass communication. “One is to keep facts secret on the pretext of national security and prohibit news media from making them public.Another way is to take advantage of mass media tocreate public opinion ,using news to help strengthen political positions”.(Josephr,1996,961)

  For instance, in the war of invacing Grenada, the government did not allow the reporter to review in the troops.The reporter consider that: “reality is the first victim in the war.” Therefore, America mass media rely on the information offered by the government, but this information is full of humanism, it can not reveal the suffering and death under the war. The government’s view through the mass media was believed by most people, but, in fact, the common people were deceived.  We all thought that the news has value is good news. In America, the good news undoutly is president’s words and deeds or his policy; it was an advantage for president to use the media to propagate his views. President Nixon reinforce to media work as soon as he come to power, he often gave speeds on television to promote himself and his policies. The present president Bush has more news press conference than others.   

    In the second place, government controlled the mass communication by its legal system .The legal system in the United States is severing for the bourgeoisie.  In the early stage, they use violence to deprive weaker groups to seeking their interest. There is shrill contradiction between the ruler and the ruled. However, a split society is not good for the bourgeoisie to attain more ecomonic interests. Thus, in nowadays, bourgeoisie use the legal system as excuse to do some compromises.

The law in the United States allows mass communication some rights but restricts its right openly. The government restricts three aspects, the statement of overturn the government by illegal ways; the statement of scandalous and the statement of obscene .For boasting its feedom; there is not examination before reporting. Howerer, if you are disobey the law, you will be punished after it. But in most of times, mass media is an independent organization. There is not antagonism contradiction between mass media and the ruler class. “News reporter and government officer is natual ally”. We can learn from the words, the relationship between political organization and mass media unite and controllerd each other. Furthermore, “Armed with the law, it is convenient for the American ruling class to support domestic anti—government fforces and control relatively independent mass media to serve them.”( 蔡帼芬， 2002 ， 297) 。 We can see that, the bourgeoisie take legal system as excuse to do some promiseing, its reasons are as follows: firstly, this is the gain that people struggle for. Secondly, bourgeoisie’s compromise is in order to maintain stability and seek their interests.

III. The interplay will continue in the future

The age of capitalism will exist for a long time, the mass communication’s action will not change in a period .The mass communication always stand for the bourgeosie’interest, besides, the government usually controlled by the biggest interest groups, this course decides that the interplay between mass communication and politics in the united states will continue in the future.The reasons for this phenomenon are so complicated and not only the points we mentioned above. Hovever, it is high time for us to think about that, how much feedom the people really enjoy in the United States? May be we can not answer this question clearly, but we can get some points from above discussion:

On one hand, monopoly is characteristic of the United States, like any other enterprises, the mass media organization also is profit—hungry and pursues both economic interest and social interest. Therefore, they must carry out within the bounds permitted by the interest groups.

   On the other hand, the government always is take hold of the biggest interest groups. It was not standing for the people’benefit, but the bourgesie’s. Thus, the government controls the mass communication in order to serve the capitalist system, the bourgesie democracy and capitalist domination.

    If we want to understand their relationship clearly, we can learn from the words above: If the government agreed with people’s interests, interest groups will support the government, and mass media have no choice but to support the government and the people. If the difference between the people and the government was sharp, interest groups support the government; mass communication will certainly not side with the people but throw themselves into government arms.This is the real relationship between mass communication and politics.

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