Whos in Charge

Seib, a journalism professor at Southern Methodist University, has worked on both sides of the political fence, advising and managing campaigns and later covering politics as a journalist. His study, which examines the relationship between politicians, the media and the public, would be an appropriate textbook for his undergraduate courses, but postgrads may find it bland. Many of his points seem obvious: that the volume and tone of campaign coverage is sometimes more important than the substance; that Ronald Reagan has used the media more successfully than any other politician; that self-imposed restraint by the media is desirable; that television, ""and by extension all news media,'' plays a dominant role in American politics. Strong on valid generalization but short on specifics, the book includes only one mildly venturesome section, addressing the growing importance of political advertising. (May)