mass media   The mass media consists of television, radio, newspapers, magazines, on-line services, and other means of popular communication, also called "the press," because they reach out and profoundly influence not only the elites but the masses. 

media events   An event that is staged primarily for the purpose of simply being covered.

sound bite   Short video clips of approximately 15 to 30 seconds, which are typically all that is shown from a politician's speech or activities on the nightly television news.

"the press"   The media that includes television, radio, newspapers, magazines, wire services, and on-line services, among others. 

press conferences   Meetings with reporters.

investigative journalism   The use of detective-like reporting methods to unearth scandals.

print media   That portion of the mass media which include newspapers and magazines.

broadcast media   That portion of the mass media which consist of television and radio. 

yellow journalism   The term used to describe sensational news reporting.

beats   Those specific locations where news frequently emanates from, such as the courts, Congress, etc.

trial balloons   Information leaked for the purpose of determining what the political reaction will be. 

talking heads   A shot of a person's face talking directly to the camera.

policy entrepreneurs   People who invest their political "capital" in an issue and who depend heavily upon the media to get their ideas placed high on the governmental agenda. 

linkage institutions   The channels or access points through which issues and people's policy preferences get on the government's policy agenda.