Media in Politics: An Analysis of the Media’s Influence on Voters

Tira J Murray, M.A.*

Department of Journalism and Mass Communication,
North Carolina Agricultural and Technical State University, United States of America
E-mail address: tira.murray@gmail.com

Abstract

Television and media outlets have become one of the major sources for gathering
information. A study conducted in 2016 suggested that Americans watch approximately five-
hours of television per day (o). In the United States, political candidates and incumbents
utilize media outlets to assist their upcoming election. Media outlets have the ability to
impact the outcome of an election by influencing the public’s opinion about candidates.
Politicians and Political Action Committees (PACs) pay upwards of $30,000 for television
ads to display positive and negative messages about candidates. In most cases, PACs favor a
particular candidate; usually one that aligns with the vision and purpose of their organization.
If a citizen does not conduct further research on a candidate, the media ads can persuade them
to vote in a different manner.

Research has shown that if a politician uses the media correctly, they can increase their
chance of winning the election. Politicians have the opportunity to engage the public and
create a large public interest based on their policies and intentions. The purpose of this
review is to explore how politicians use different media platforms to be elected into office
including positive and negative effects on voters. This argument is influenced by the
Communication Theory and by Lasswell’s Model theory.

Keywords: Politician, Incumbent(s), media, media platform(s), public

1. Introduction
In nearly every election, whether it is local, state, congressional, or presidential, candidates
utilize some form of media to assist their efforts. During election season, candidates make
social media profiles on all platforms and utilize radio, television and newspapers. Candidates
spare no expense when selecting the tools and systems needed to reach the masses.

This study determines how political leaders can influence the public through media outlets.
Media coverage is often the blame for why voters are uneducated on who and what to vote
for and what will benefit them. In nearly every case, where there is one advertisement in
favor of a policy or candidate, there is usually another that speaks in opposition to the same
policy or candidate. This type of instance can confuse citizens and encourage apathy.

In order to have a successful campaign, candidates must have experienced personnel

involved, host successful events, have effective communication styles that reach the voters,
and focus on their ability to solve issues that are of grave concern to their constituency.
Reaching the voters and acquiring their support is paramount in order for candidates to gain
the traction needed to win their election. Candidates utilize their campaigns to educate the
public on who they are, their main issues of concern, how they intend to address those issues,
and to gain public support for their efforts.

The ideal candidate promotes their political ideologies regarding issues that are pertinent to

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their particular constituency. Based on the level that they are running for, i.e. local, state, or
congressional, the issues can range from waste management, taxes, or international relations.
During election season, the public has the opportunity to develop their thoughts on a
candidate. For example, presidential debates are aired on major media outlets such a CNN,
Fox News, ABC, and MSNBC. The same occurs on local and state levels during debates and
town hall meetings. In all regards of the political realm, media influence is critical and can
shape how the public views a candidate.

We will begin by examining the various stages of the political campaign process. Next we
will examine the negative campaign strategies used to influence voters. After this, we will
examine case studies of political figures using media outlets to influence voters. Lastly, we
will conclude by reiterating the influence media has on voters.

2. The Stages Of The Political Campaign Process

In the beginning of every political campaign, candidates examine their goals and purpose for
running for office. Bligh, Schlehofer, and Gaffney (2011) stated that this is important because
this is the basis of their political platform. The issues each candidate chooses to address will
have a major impact on how their campaign will flourish. Political candidates must have an
end goal in mind. According to Legislative Research Analyst, Demetrius Deloatch, without a
purpose or goal for their election, their efforts can be futile.

An article published by the National Democratic Institute for International Affairs identified
six phases to establish a successful campaign. The six steps include: conducting the
resources necessary to prepare for the campaign, setting a strategic campaign goal of how
many votes are needed to win, analyzing and targeting voters, developing a campaign
message, developing a voter contact plan, and lastly, implementing the selected plan (NDI,
2009).

During the research phase, candidates must be able to identify the rules of the election, the
characteristics of the district and its demographic. It is also important to identify the
outcomes of previous elections and what factors contributed to the outcomes. Lastly,
candidates must conduct a comparative analysis of themselves and their opponents. In phase
two, candidates identify the elements needed to win their election. Perhaps the most
important step is identifying your target voters. By selecting target voters, candidates can
mold their message and design the best practices to achieve the victory; which leads to step
four. Once the target audience has been identified, along with the other steps, committees
must create the campaign message that will attract the voters. The message of the campaign
will be echoed among the constituency and will help your campaign stand out from others
running for office. Being able to stay in contact with voters is paramount as well. In most
cases, social media and media outlets are the best option to reach the entire constituency.
Lastly, once the other steps have been completed, candidates must begin to execute the plan.
This is where they must rely on their team in order to ensure that the campaign plan is
executed in the most efficient and effective manner.

The role of an elected official is to serve as a representation of the interest of their

constituency. Constituents hope that elected officials maintain integrity and vote in a manner
consistent with their beliefs. In many cases, PACs manipulate candidates to vote in manners
that conflict with the interest of their constituency. Ekstrom (2001) found that through

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fundraisers, donations, and other sources, candidates have the ability to build their campaign
funding.

Over the course of time, the number of female contributors, volunteers, and elected officials
have greatly increased. It is becoming more customary, and an expectation, to see women in
the same political atmosphere with men. It is an expectation that women are able to make
strong arguments for policy and the interests of their constituency.

2.1 Gender Representation in Politics

According to Goidel and Langley (1995), gender no longer prohibits women from becoming
political leaders in today’s society. For example, in the 2008 Presidential Campaign, Senator
Hillary Clinton and Governor of Alaska, Sarah Palin, were candidates for the Democratic and
Republican Party. Senator Clinton (D) was campaigning for the Presidential title and
Governor Palin (R) was campaigning for the Vice Presidential title under Senator John
McCain (R). Although neither of the women took on the role in which they pursued, research
has shown that this election received largest voter initiative. During the 2016 Presidential
Election, there were two women running; Senator Clinton (D) whom is running for
presidency for the second time and Carly Fiorina (R). Senators and Representatives such as
Representative Maxine Waters (California, D), Senator Tammy Duckworth (Illinois, D), and
Representative Ludmya "Mia" Love (Utah, R) have proven in multiple instances that being a
female does not hinder a candidate from being nominated or elected.

Media coverage such as commercials and television interviews have favored showing female
candidates and politicians taking initiative and action within the community. Light (2010)
surveyed how women have always had a harder time gaining publicity while trying to obtain
the title of office simply because they are women. It is rare that women would serve in such
high power and rare that they are even given a chance. Women generally receive less media
coverage than males do and are made to look sensitive and less knowledgeable.

2.2 Information Delivered By the Media

When it comes to the basics of the presidential campaign, the media does whatever it takes to
gather information and deliver it to the public in such a way that anyone can understand it.
Lasswell’s Model Theory is the presentation of information and how it generates different
effects through different channels. As shown in Figure 1, this model examines Who, Sends
What Information, Through What Channel, To Who, and With What Effect. For example,
President Trump will tweet(Twitter Posting) about an issue then it is received by the media
and his followers on Twitter. In order to better serve the public, local news station have taken
his tweets and used them for the news to inform viewers who are not on social media and to
be informed.

Media outlets such as community or town newspapers can choose to be biased based on their
audience. This does not show favoritism, rather it shows support of the candidate. However,
the First Amendment does not prohibit any media outlet from showcasing any information.
Depending on the city, county, and state, there are different regulations as what is acceptable
for the media to legally report without defamation of character.

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 Fig. 1: Lasswell’s Model Theory Demonstrated

3. Negative Campaign Strategies On Voters

Burden (2000) examined how voter turnout can damage a campaign before it has even
started. Negative press can do an extreme amount of critical damage to a candidate's
campaign. The more personal a candidate is, the more the voter feels like they have in
common which will give the candidate the vote. It is beyond imperative for voters to have
knowledge on the differences between a candidate and a political party. A political member
can be in the same party but have different beliefs. For example, although President Donald
Trump and President George W. Bush are both affiliated with the Republican Party, they both
have different outlooks on American politics.

Negative campaigning can discourage the public in their choices for the position therefore
leading them not to vote at all. Discouragement in a voter is the number one reason for the
lack of votes followed by voters being unaware of what they are voting for. The lack of
information can cause the public to be uninterested in what they can hear or see of the
candidate.

3.1 Different Media Platforms

Radio Talk News platforms have become a large widespread platform for candidates to voice
their political opinions to the public. Talk News stations have similar demographics,
Conservative While Males, 35 - 65 years of age. Research has shown that White Males, 35 -
65 years of age are more than likely to actively participate in political campaigns and vote.

One fact that researchers have yet to find the answer to is if a political debate forum is the
most appropriate setting for politicians to bash each other and pitch their personal platforms.
For example, the political debate for 2016 Presidency, the Republican debate was shown on
CNN (Cable News Network). Rather than presenting their platforms, each candidate debated
about hidden facts from each candidate. Unfortunately, this debate did not inform viewers.
Following the debate, CNN posted a survey to let viewers vote for who they believed best
answered each question and who they prefer to vote for. According to the survey, majority of
the viewers were confused on who to vote for.

According to Stanton, Beehner, Saini, Kuhn and LaBar (2009) there is not enough coverage
of a political campaign of any kind. Although political advertisements can be found on any
local news channel, that does not inform the viewer on who to vote for or the candidates
platform.

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 3.2 Negative Social Media

Over the past decade, Facebook and Twitter have become the premiere social media
platforms for politicians. Facebook allows political parties to sponsor posts or information
regarding their Facebook page to garner more viewers and followers onto their pages. With
the assistance of sponsored posts and paid social media advertisements, candidates can create
a general following for donations or volunteers.

During any election, social media participation is documented to show politicians the
likelihood of a citizen having a response in the next election (Burden, 2000). Despite the
small character count, using quick social media platforms such as Twitter is easier for users
to read information in a quick and informative way. The outlet is simple enough to operate
and is able to be shared with other platforms such as Facebook and Instagram.

Unfortunately, Twitter is used to disrupt the order of journalism. Prior to President Trump,
past presidents have informed the public by hosting press conferences or attending
community engaging events to speak about the changes that are being planned or proposed.
Press such as local and national news would be invited to attend. By using Twitter, this has
disrupted the order that the public receives pertinent information.

4. Political Figures Influencing Media Platforms

According to Coen (2015) the term used for communication between the politician and public
is Parasocial Interaction (PSI). Parasocial Interaction can be defined as the relationship
connection with the public and politicians via the media. The president can have anything
published to generate media for themselves. As a standpoint in American society, the media
can also manipulate the information given to them about the government.

Stromback (2008) define mediation and mediatization as two basic terms used to summarize
the relationship with the media and politics. Mediatization is a theory that media shapes the
political communication in society. Mediation of politics can be defined as a theory of how
foreign policies coincide with politics in America.

5. Conclusion

Media platforms such as television, radio, newspapers, podcasts and advertisements have
become the main source for the public to learn about political candidates and incumbent.
With adequate campaign funding and resources, candidates have an advantage of being
elected. More resources and publications do not necessarily equal to winning an election.
Without proper knowledge of the candidate and their platform, it is likely that the public will
not vote. It is essential for the candidate to engage with their constituents and community to
ensure the trust of the voter.

Voters need to become educated on who is running for office and what they represent.
Without clear knowledge of the politician and what they represent the voter is likely to be
encouraged not to vote and to feel less important. It is difficult to entrust that the media will
deliver all information regarding a candidate or the platform.

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 6. References:

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Burden, B. (2000). Voter turnout and the national election studies. Political Analysis, 8(4),
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Coen, S. (2015). The age of celebrity politics.

Deloatch (2018, September 27) Personal Interview.

Ekstrom, M. (2001). Politicians Interviewed on Television News. Discourse & Society, 563-
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Goidel, R., & Langley, R. (1995). Media coverage of the economy and aggregate economic
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Koblin, J. (2016, June 30 Published). How Much Do We Love TV? Let Us Count the Ways.
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