Media and Its Influence

MASS MEDIA POLIT U.S.ICAL CAMPAIGNS

Summary: This is a 14-page paper that discusses the influence of mass media on the way political campaigns are run. It uses 7 references in MLA format.

On the Monday when the United States Supreme Court issued its ruling on whether the deadline for certifying votes could be extended in Florida, there was an unsettling sight on TV. News correspondents came flying out of the court and stood, out of breath, before the cameras. Without having read the six-page ruling, reporters began to talk to millions of people about what the court had done. Some reporters got it flat wrong, saying the high court's ruling was in favor of George W. Bush and a defeat for Al Gore. News wire services and several Web sites also incorrectly summarized the court's action. It was only later that the news media corrected itself by reporting that the court had simply sent the case back to the Florida Supreme Court and requested some clarification. Walter Cronkite, the living legend of TV news, has criticized his profession for having too much of an emphasis on getting the news out fast. And the Society of Professional Journalists has criticized the media in the aftermath of these events for failing to act independently in their reporting on the election...so what is the real role of the media in political campaigns? Does it report or influence?

INTRODUCTION

One of the most important aspects of political elections is its media presentation. This is especially enhanced in the United States where the majority of the people are media thirsty. The important factor that plays on the electoral process is the ability to promote and set the agenda for the candidate. This comes from the outcome they want from their campaigns. Most candidates believe that their policy to promote their agenda at the beginning of the year is never effective because people eventually get tired of watching their faces and their biographies on the media channels and other mass media distribution. Hence, it acts negatively on the psychology of the people. Therefore it is imperative that media must be used in a very contingent manner.

Secondly, the image of the candidate presented in mass media is paid therefore they need to be effective. Candidates depend on the office of the campaigner to do this. The media for example gives the power to the candidate to create policy views in a realistic manner that is meant to attract the attention of the viewer. The imagery, the impression and the psychological connotation of the ads are all influential, if any of the elements were missing it would mean that the candidate would lose ground against his / her opponents (Lawrence 213).

Since most of the media are either free or lowly paid like the news, PR and general programs, candidates feel they are not presented correctly. IN an effort to bring up their status among their voters or potential voters, they need impressive ads on television or extensive campaigns on radio airtime. Therefore in view of their situation mass media is the best option (Lawrence 213). In this context the need to evaluate the effects of media, its analysis of the psychological validity as well as financial implication it has on the overall election result is important. For this purpose the researcher has posit the following hypothesis for discussion.

HYPOTHESIS STATEMENT

The mass media (political cartoons, print, TV) influences the way political campaigns are run. Moreover, I believe the effect is more greatly felt in the earlier stages of campaigns, up to about 2-4 weeks before the election.

DISCUSSION

The following is a detailed investigation why mass media influence the way candidates run their political campaigns.

Evolution of mass media in political campaigns

The evolution of media as a way to inform voters has been age old. In the olden days when Abe Lincoln was fighting for his own camping it was the newspaper and the caricatures that attracted the voters most. His street speeches as well as personal relationship with his people of that time brought about public relation. However, over the years these have changed in tactics along with technological development. The freedom of the press as well as the introduction of TV and radio has changed the way political campaigns are run.

For example during the fifties the media form for political campaign was the radio and newspapers. While today it is satellite TV and the Internet. These have evolved into more dynamic mass media form but expensive one. In the olden days the cost of the campaign was important because fewer would be willing to donate to something that did not concern them