Essay 19

(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 covers 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.

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


Identify and explain two ways in which the media have contributed to candidate-centered presidential campaigns.
1. The media has contributed to candidate-centered presidential campaigns by focusing on every aspect of the candidates life. Appearance has become a much larger issue in presidential elections recently. Candidates must be careful that they are always behaving well and looking nice because paparazzi is everywhere. If they are not living up to their standards, the media will make sure that everyone knows about it and will affect how voters view them. 

2. Another way that the media has contributed to candidate-centered presidential campaigns is with publicity funds. The more the media covers presidential elections the more willing the public is to donate to the campaign. 

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

1. Presidential candidates use the media to have their opinions heard. Candidates can use media to create advertisements supporting their specific issues and polices. They also use media to cover press conferences and large debates. This is a great way that candidates gain more support from the public. 

2. Another way that presidential candidates use the media is to criticize their opponents. In certain advertisements, candidates will attack their opponent's personality, record and opinion. This technique is also known as negative campaigning. There are two main ways that negative campaigning is used: attack and contrast. Attacking is simply criticizing their opponents every action. Contrasting is slightly different in the way that it make the featured opponent more desirable. While putting down the opponent the other candidate is showing their own more favorable aspects.