FRQ on Elections and the Media

In the 1990's presidential election campaigns have become more candidate centered and less focusedon issues and party labels. This change has been attributed both to how the media cover presidential campaigns and to how candidates use the media.

A. Identify and explain two ways in which the media have contributed to candidate-centered presidential campaigns.

B. 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.


It's fair to say that both the media and presidential candidates have benefited symbiotically from one another during presidential campaigns. Both stand to gain significantly under this relationship with media recording profits from their coverage while candidates stand to potentially win an election with the appropriate amount of media exposure.

A1. One way in which the MEDIA contributes to candidate-centered campaigns is through the coverage of background on a perspective presidential candidate. During the 2008 election profiles of all of the major candidates were covered on most of the major networks. Many Americans tune in with fascination to learn about a candidates' early beginnings.

A2. Another way in which the MEDIA contributes to candidate-centered campaigns is through feeding frenzy coverage of a candidate's potential wrong-doing. In the case of John McCain during the 2008 election, allegations of an alleged affair with a staff member while unsubstantiated played to a huge spike in audience attention-undoubtedly boosting ratings and revenue for the media.

B1. One way in which CANDIDATES use of the media contributes to candidate-centered campaigns centers around the use of negative commercials and mudslinging to defame their competitor during election time. Millions of dollars are spent by campaigns to buy advertising time during elections and attempt manipulate public opinion usually through attack and smear campaigns that are viewed during prime time.

B2. Another way in which CANDIDATES use of the media contributes to candidate-centered campaigns is through attention-gathering public appearances to enhance public attention to individual qualities. One public attention appearance that backfired against George W. Bush was his entry onto the flight deck of an aircraft carrier with the emblem "Mission Accomplished" emblazoned on the ship. The war in Iraq could hardly have been characterized as completed during this publicity stunt. This public appearance actually had the opposite effect and led to a precipitous decline in Bush's popularity.