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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 , 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 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 on the American television industry to create entertaining news material made sound bites central to political coverage. Politicians began to use techniques to craft self-images and slogans that would resonate with the television-viewing audience and ensure their victory in campaigns.
(2011). 9780691152073, Princeton University Press. .
The term "sound bite" was coined in the late 1970s, several years before the presidency of , who was famous for short, memorable phrases like, "Mr. Gorbachev, tear down this wall!" in reference to the .
(2009). 9780470438510, John Wiley & Sons. .

During the 1988 United States presidential election, candidate highlighted the prominent role of sound bites and in political campaigns by running a commercial that mocked contender George H. W. Bush's handlers' frustration over the of his vice presidential running-mate .

(1993). 9780415100670, Psychology Press. .


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 and broadcast journalism, sound bites are conventionally juxtaposed and interspersed with commentary from the journalist to create a . A balanced news report is expected to contain sound bites representing both sides of the debate.
(2006). 9780805854152, Psychology Press. .
This technique, however, can lead to reporting when a sound bite is selected for , or is used to promote the point of view of one individual or group over another.
(2008). 9780805861914, Taylor & Francis. .


Impact
In his book The Sound Bite Society, Jeffrey Scheuer argues that the sound bite was the product of '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.
(2001). 9780415936620, Psychology Press. .
In contrast, 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'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."
(1999). 9780060987404, HarperCollins. .

The increased use of sound bites in news media has been criticized, and has led to discussions on journalistic and .

(2008). 9780754647805, Ashgate Publishing, Ltd.. .
According to the Code of Ethics of the Society of Professional Journalists, 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 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
  • Peace for our time
  • Shock and awe
  • War on terror
  • Weapons of mass destruction


See also


External links
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