A sound bite or soundbite is a short clip of speech or music extracted from a longer piece of audio, often used to promote or exemplify the full-length piece. In the context of

journalism Journalism is the production and distribution of reports on the interaction of events, facts, ideas, and people that are the "news of the day" and that informs society to at least some degree of accuracy. The word, a noun, applies to the journ ...

, a sound bite is characterized by a short phrase or sentence that captures the essence of what the speaker was trying to say, and is used to summarize information and entice the reader or viewer. The term was coined by the U.S. media in the 1970s. Since then, various

politician A politician is a person who participates in Public policy, policy-making processes, usually holding an elective position in government. Politicians represent the people, make decisions, and influence the formulation of public policy. The roles ...

s have increasingly employed sound bites to summarize their positions. Due to its brevity, the sound bite often overshadows the broader context in which it was spoken, and can be misleading or inaccurate. The insertion of sound bites into news broadcasts or documentaries is open to manipulation, leading to conflict over journalistic ethics.

History

In the 1960s and 1970s, pressure from advertisers on the American television industry to create entertaining news material made sound bites central to political coverage. Politicians began to use PR techniques to craft self-images and slogans that would resonate with the television-viewing audience and ensure their victory in campaigns. The term "sound bite" was coined in the late 1970s, several years before the presidency of

Ronald Reagan Ronald Wilson Reagan (February 6, 1911 – June 5, 2004) was an American politician and actor who served as the 40th president of the United States from 1981 to 1989. He was a member of the Republican Party (United States), Republican Party a ...

, who was famous for short, memorable phrases like, " Mr. Gorbachev, tear down this wall!" in reference to the

Berlin Wall The Berlin Wall (, ) was a guarded concrete Separation barrier, barrier that encircled West Berlin from 1961 to 1989, separating it from East Berlin and the East Germany, German Democratic Republic (GDR; East Germany). Construction of the B ...

. During the

1988 United States presidential election Presidential elections were held in the United States on November 8, 1988. The Republican Party's ticket of incumbent Vice President George H. W. Bush and Indiana Senator Dan Quayle defeated the Democratic ticket of Massachusetts Governor M ...

, candidate

Michael Dukakis Michael Stanley Dukakis ( ; born November 3, 1933) is an American politician and lawyer who served as governor of Massachusetts from 1975 to 1979 and from 1983 to 1991. He is the longest-serving governor in Massachusetts history and only the s ...

highlighted the prominent role of sound bites and

spin doctors Spin Doctors are an American alternative rock band from New York City, best known for their early 1990s hits "Two Princes" and "Little Miss Can't Be Wrong", which peaked on the Billboard Hot 100, ''Billboard'' Hot 100 chart at No. 7 and N ...

in political campaigns by running a commercial that mocked contender

George H. W. Bush George Herbert Walker BushBefore the outcome of the 2000 United States presidential election, he was usually referred to simply as "George Bush" but became more commonly known as "George H. W. Bush", "Bush Senior," "Bush 41," and even "Bush th ...

's handlers' frustration over the gaffes of his vice presidential running-mate

Dan Quayle James Danforth Quayle (; born February 4, 1947) is an American retired politician who served as the 44th vice president of the United States from 1989 to 1993 under President George H. W. Bush. A member of the Republican Party (United States), ...

Journalism

In journalism, sound bites are used to summarize the position of the speaker, as well as to increase the interest of the reader or viewer in the piece. In both print and

broadcast journalism Broadcast journalism is the field of news and journals which are broadcast by electronic methods instead of the older methods, such as printed newspapers and posters. It works on radio (via air, cable, and Internet), television (via air, cable, ...

, sound bites are conventionally juxtaposed and interspersed with commentary from the journalist to create a news story. A balanced news report is expected to contain sound bites representing both sides of the debate. This technique, however, can lead to

bias Bias is a disproportionate weight ''in favor of'' or ''against'' an idea or thing, usually in a way that is inaccurate, closed-minded, prejudicial, or unfair. Biases can be innate or learned. People may develop biases for or against an individ ...

ed reporting when a sound bite is selected for

sensationalism In journalism and mass media, sensationalism is a type of editorial tactic. Events and topics in news stories are selected and worded to excite the greatest number of readers and viewers. This style of news reporting encourages biased or emoti ...

, or is used to promote the point of view of one individual or group over another.

Impact

In his book ''The Sound Bite Society'', Jeffrey Scheuer argues that the sound bite was the product of

television Television (TV) is a telecommunication medium for transmitting moving images and sound. Additionally, the term can refer to a physical television set rather than the medium of transmission. Television is a mass medium for advertising, ...

's increased power over all forms of communication, and that the resulting trend toward short, catchy snippets of information had a significant negative impact on American political discourse. In contrast, Peggy Noonan feels that sound bites have acquired a negative connotation but are not inherently negative, and that what we now think of as great historical sound bites—such as " The only thing we have to fear is fear itself", the most famous phrase in

Franklin D. Roosevelt Franklin Delano Roosevelt (January 30, 1882April 12, 1945), also known as FDR, was the 32nd president of the United States, serving from 1933 until his death in 1945. He is the longest-serving U.S. president, and the only one to have served ...

's first Inaugural Address—were examples of eloquent speakers unselfconsciously and "simply trying in words to capture the essence of the thought they wished to communicate." The increased use of sound bites in news media has been criticized, and has led to discussions on

journalistic Journalism is the production and distribution of reports on the interaction of events, facts, ideas, and people that are the "news of the day" and that informs society to at least some degree of accuracy. The word, a noun, applies to the journ ...

and media ethics. According to the

Code of Ethics Ethical codes are adopted by organizations to assist members in understanding the difference between right and wrong and in applying that understanding to their decisions. An ethical code generally implies documents at three levels: codes of b ...

of the

Society of Professional Journalists The Society of Professional Journalists (SPJ), formerly known as Sigma Delta Chi, is the oldest organization representing journalists in the United States. It was established on April 17, 1909, at DePauw University,2009 SPJ Annual Report, lette ...

, journalists should "make certain that headlines, news teases and promotional material, photos, video, audio, graphics, sound bites and quotations do not misrepresent. They should not oversimplify or highlight incidents out of context." Despite this criticism, sound bites are widely employed by businesses, trade groups, labor unions and politicians. Senator

Jim DeMint James Warren DeMint (born September 2, 1951) is an American businessman, author, and retired politician who served as a United States Senate, United States Senator from South Carolina and as president of The Heritage Foundation. A leading figure ...

readily admitted this when he said, "There’s a reason why most politicians talk in sanitized sound bites: Once you get out of that, you’re opening yourself up to get attacked."

Examples

* Ash heap of history * Axis of evil * Ever closer union * Evil Empire speech * Make America Great Again *

Manifest destiny Manifest destiny was the belief in the 19th century in the United States, 19th-century United States that American pioneer, American settlers were destined to expand westward across North America, and that this belief was both obvious ("''m ...

* Peace for our time * Read my lips: no new taxes * Shock and awe * War on terror *

Weapons of mass destruction A weapon of mass destruction (WMD) is a Biological agent, biological, chemical weapon, chemical, Radiological weapon, radiological, nuclear weapon, nuclear, or any other weapon that can kill or significantly harm many people or cause great dam ...

References

External links