presidential election campaigns

(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.
1) Identify and explain two ways in which the media have contributed to candidate-centered presidential campaigns.
2) Identify and explain two ways in which presidential candidates’ use of the media has contributed to candidate-centered campaigns.

Your answer should not include a discussion of presidential primary elections.

1) Two ways in which the media has contributed to candidate-centered presidential campaigns are image centered coverage/ personality coverage and coverage of the backgrounds of candidate's. Image centered coverage has become more important since elections have become televised. The more attractive candidate tends to be more well liked. It has also become important for voters to know who the candidates are for likability purposes.

2) Two ways in which presidential candidates’ use of the media has contributed to candidate-centered campaigns. Presidents have historically used the media to make themselves look good one way in which they do that is by pre scripting their interviews and only taking interviews they can control.  They also use the media to show the good work they do, to gain support.
    


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