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Many have claimed that the media contributed to the U.S. losing the war, because the media was generally against the war
While a large audience is crucial in influencing public opinion, credibility is a much more significant factor. The Roper surveys mentioned above also asked respondents which medium they would trust if the media gave conflicting accounts of a story. In 1972, 48 percent said television while only 21 percent said newspapers (Hallin, 1986, p.106). Television is "consistently evaluated as more attention-grabbing, interesting, personally relevant, emotionally involving, and surprising"(Neuman, Just, Crigler, 1992, p.56) because of two elements: visuals and personality.
The visual element of television allows viewers to feel as if they are part of the action. When news programs aired images of battles and death, Americans at home felt as if they too were in the jungles of Vietnam. Additionally, intense visuals helped explain the complex nature of war to Americans who could not understand the military's technical language. Anchors and reporters quickly became trusted, household names because the public turned to them every night for the day's information; Walter Cronkite was even referred to as the "most trusted man in America" throughout the war (Hallin, 1986, p.106).
This trust allowed the opinions and biases of television news personalities to have some influence on the way in which many Americans viewed the war. Thus, Americans increasingly depended on television for images and accurate accounts of the Vietnam War; what they were watching, however, were edited, thirty-minute versions of an extremely complex war.
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