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The reporting of news had a significant impact on the electorate and the immediacy of the reporting, for example, on the war in Vietnam or the Cuban Missile crisis meant that public opinion had more impact on foreign policy decisions. Television became more immediate as more Americans had colour and the impact and popularity of TV journalists and presented such as Walter Cronkite grew. Some may consider the implications of developments in the media that were not on the face of it political but had political implications. The rise of the counterculture and its music played on radio which had more diversity in the 1970s. But also, the use of the media by social and religious conservatives. Christian broadcasting made use of developments in television spreading messages hitherto confined to Southern states. AM radio stations or ultrahigh frequency (UHF) television channels were bought by Christian groups and conservatives gained new outlets. 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Many will focus on the greater accessibility of television and its impact on the way that politics was conducted and the appeal of political leaders with a key example being the confrontations between Kennedy and Nixon. The reporting of news had a significant impact on the electorate and the immediacy of the reporting, for example, on the war in Vietnam or the Cuban Missile crisis meant that public opinion had more impact on foreign policy decisions. Television became more immediate as more Americans had colour and the impact and popularity of TV journalists and presented such as Walter Cronkite grew. Some may consider the implications of developments in the media that were not on the face of it political but had political implications. The rise of the counterculture and its music played on radio which had more diversity in the 1970s. But also, the use of the media by social and religious conservatives. Christian broadcasting made use of developments in television spreading messages hitherto confined to Southern states. AM radio stations or ultrahigh frequency (UHF) television channels were bought by Christian groups and conservatives gained new outlets. The Washington Times was bought by conservative Rev. Sun Myung Moon. After 1978 conservatives would become increasingly influential in American politics, significantly contributing to the victory of Reagan in 1980 and the swing to more conservative policies.

However, it could be argued that the impact can be overstated with traditional politics and long-term concerns rather than immediate reactions to events remaining important. The role of the media and public opinion in political decisions in Vietnam has been challenged and was often used by military and political leaders as a cover for their own failures. The question does not invite a sustained consideration of other factors independent of the main issue in the question, but it would be legitimate to examine other influences compared with the media.

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Assess the political impact of the mass media in the 1960s and 1970s.

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2023 - O/N - 9489/42 | Q2

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