Professor Michael Pfau

Michael Pfau, chair and professor in the Department of Communications, will be one of the featured presenters in the panel discussing the role of media in a democracy on Oct. 11 at 3:30 p.m. Regents room, OMU.

He plans to focus on two media developments he feels have brought unfortunate implications for American democracy:

“The first development concerns the proliferation of media, which has produced a dramatic shift in the way Americans acquire political campaign information.” Pfau says. He feels party members are drawn to information that supports their own views. “These more partisan-charged communication forms produce a more visceral response to political claims. By contrast, less committed non-partisans find it much easier to avoid political campaign news altogether, getting most of their political campaign information from political ads.” He feels this explains the growing influence of soft-money advertising campaigns and of entertainment programming, such as talk shows and late-night comedy.

The second development Pfau will present is the disappearance of candidates’ words from traditional communication news venues. Since the 1970’s, the news media has become more preoccupied with the strategy and tactics of politics. “As a result, candidates’ words have been replaced with journalists’ words.”

Pfau also feels the news media has largely surrendered its traditional role as gate keeper. In today’s climate, the media’s tendency is the printing or airing of all claims, no matter their veracity, as long as campaign surrogates from left and right are permitted to comment. As a result, Pfau feels campaigns are less about what the candidates say and more about assertions.

Dr. Pfau served as professor and director of graduate studies in the School of Journalism and Mass Communication at the University of Wisconsin-Madison before joining OU. His research interests include mass media influence, specifically in political and health contexts. He is the author of 6 books, including With Malice toward All? The Media and Public Confidence in Democratic Institutions, with Patricia Moy.