Mass Media and American Politics

Mass Media and American Politics
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Mass Media and American Politics
The mass media have replaced political parties as principal intermediaries between candidates and voters. This change has transformed candidates’ campaign strategies, particularly at the national level. Politicians are keen to propagate and maintain a positive public image and steer the public towards a more positive reception of their candidacy and policies. The shift from personal appearances to mass media campaigning as the only uniquely unmediated form of a campaign speech has resulted in various media strategists by politicians to spin the press and ensure a regular stream of favorable media coverage. The first strategy is avoiding placing oneself at the mercy of the media by sidestepping any behavior that raises questions about the candidate’s suitability for office. Since issues about morality tend to take a black and white approach, scandals tend to raise doubts about the aspirant’s suitability even when he or she is an able leader. While past presidential candidates have periodically found themselves entangled in multiple personal and official disgraces and even managed to win, ensuing media storms tend to overshadow everything else and make it more difficult for the candidate to eke out an edge in the race.[Shanto Iyengar, Media Politics: A Citizen’s Guide (Fourth Edition) (New York: W. W. Norton & Company, 2019).]
Because of the heightened scrutiny brought about by mass media, politicians have also adopted being decisive on sensitive policy issues. Policy issues are typically a convenient excuse for journalists to attack a candidate, and therefore, aspirants whose deeds or statements are incompatible with their statements are ripe for widespread criticism. In those cases when both candidates are relatively flawed or ethically upright, the press is particularly keen on analyzing each candidate’s assertions on policy issues. Therefore, any inconsistency becomes a stumbling block. Another critical facet in spinning the press is manipulating reporters’ treatment of the aspirant’s electoral chances by playing their expectations to one’s advantage. For instance, favorable coverage during the initial stages can help source additional funds and voters, while setting low journalists’ expectations can help moderate the level of scrutiny given to a candidate. Candidates who are not regarded as favorites may get away with the occasional gaffe, while high-profile aspirants tend overly-criticized for even the smallest stumbles. Downplaying or overplaying electoral prospects can provide significant advantages in shaping public perception and amassing campaign resources. Another way in which the rise of mass media as the primary form of a campaign speech has transformed the candidates’ campaign strategies relates to scheduling events to ensure maximum news coverage.[Shanto Iyengar, Media Politics: A Citizen’s Guide (Fourth Edition) (New York: W. W. Norton & Company, 2019).]
Timing one’s announcements have become a central pillar in press management, especially in increasing the longevity of a candidate’s news coverage. Politicia...