The Influence of the Media in Politics, Campaigns and Elections

The Influence and Relationship of the Media in Politics, Campaigns and Elections - In an age of timeliness and demand for information, the media plays a crucial role in informing the public about politics, campaigns and elections. But while the public demands information from the media, there is also an underlying cynicism in the American culture against the media and politicians for negative campaign coverage and a perceived media bias. What is often missed is the influence the government has on the media, and equally, the influence the media has on the government. Additionally, the media helps influence what issues voters should care about in elections and what criteria they should use to evaluate candidates. There is a cyclical relationship between the media, the government and the public and while the media can occasionally shape public opinion, it has a greater influence in communicating to voters what issues are important and less of an influence in convincing them what to think about those issues. The media works more effectively by placing a spotlight on certain issues they feel the public should be concerned with. "A large body of evidence now indicated that what appears in print or on the air has a substantial impact upon how citizens think and what they think about: e.g., what they cite as 'important problems'" (Page 23). The government plays a role in dictating the media's content through the media's regular use of public officials as sources in the news. Just as the government influences the media, the media can help set the political agenda by focusing on specific issues and influencing what issues the public and government should be concerned with.

THE AFFECT OF A MEDIA BIAS