(1999_1)In the 1990’s presidential election campaigns have become more candidate centered and less focused on issues and party labels. The change has been attributed both to how the media cover presidential campaigns and to how candidates use the media. Identify and explain two ways in which the media have contributed to candidate-centered presidential campaigns. Identify and explain two ways in which presidential candidates’ use of the media has contributed to candidate-centered campaigns.
Since the era of mass broadcasted presidential campaigns, many things have changed. Whereas the focus used to be on current issues and events occurring involving our country, now the main focus is on the candidates themselves. With the development of the internet, citizens can research the candidates and find information on everything from their birthplace to what sports they played in high school. Another reason todays campaigns have become candidate centered is because each candidate is on display for the world to see. Many citizens are much more interested in what a candidate is doing wrong rather than what they plan on doing right. Any affair, mistake, or wrong doing is sure to be picked up on by the media and broadcasted to millions of viewers to watch on the nightly news.
Candidates have also used the media to their advantage, however. Every time before and election is to be held, millions of dollars are spent on ads aimed at taking down their opponent. By attacking and belittling their opponent through carefully manipulated T.V. and radio ads, candidates can get the people on their side by making the other candidate the "bad guy". Using the media to hinder their opponent is popular, but it can also be used to boost their popularity. By appearing on T.V. often and doing good things while on camera, the people build awareness as well as a relationship with the candidate. This can help candidates gain votes and show what they plan on doing once in office.
http://apcentral.collegeboard.com/apc/members/repository/sg_gov_pol_us_99.up_7047.pdf
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