Mass Media Coverage of Presidential Election Essay Example

Mass media coverage of the U.S. presidential election involves two key elements- news reporting and paid advertising. Combined they make the media an important and influential factor in the election process. The media depends upon the campaigns for both news and revenues. The candidates then rely upon the media to get in touch with the largest number of voters possible. The Media has a " very powerful and justifiable role"
(Fullerton-1) to play in presidential elections and can actually dictate a campaign agenda. "It is the media's job to sort of be the watchdog
(Fullerton-1)." Their job is basically to ferret out the truth and sniff out the falsehoods. To view the media as one large entity is misleading. It's actually a huge community that includes mainstream media which is the major newspapers and major television networks. Then there is the alternative media, talk radio and tabloid shows which play up the most sensational in politics The majority of Americans get their political information from the media, the most of which comes from television. Campaign events are covered on the nightly news, and the candidates themselves appear on news interview programs as well as daytime talk shows. At the state and local level of campaigns, candidates usually provide time for interviews with area journalists and the coverage is usually very positive towards their respective campaign. The media itself, however, "tends to accentuate on the negative aspects of a political campaign, to hit hardest at those who are in power or running ahead, and to emphasize scandal." (Gorin-1). The candidates counter this, and attempt to use the media to their advantage by carefully staging media events. "These usually take place at national monuments or flag factories with balloons and banners in the background to set a real upbeat atmosphere. The speeches made are carefully worded to emphasize making an impact on the news program" (Gorin-1). There was