Essay 20

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. Two ways in which the media have contributed to candidate-centered presidential campaigns include coverage on the backgrounds of candidates as well as candidate sound bites.
The media tends to focus less on issues and more on the personalities and backgrounds of the candidates because it interests the public more and receives higher viewer ratings. Sound bytes have also become more popular. These are brief recorded statements by the candidate that seek to summarize the most important part of the whole message, or capture the most interesting quote to grab the audience's attention. You cannot talk about an entire policy issue within the space of a few seconds.

Two ways in which the candidate's use of the media has contributed to candidate-centered campaigns include negative ad campaigns against the character of the opposing candidate and the president's use of the media to promote good deeds he/she performs for the community.
(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. 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.


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