By Tim Arakelian

QuestionIn the 1990’s presidential election campaigns have become more candidate centered and less focused on issues and party labels. This change has been attributed both to how media cover presidential campaigns and to how candidates us the media. Identify and explain two ways in which the media have contributed to candidate-centered presidential campaigns. Identify and explain in which two ways presidential candidates’ use of the media has contributed to candidate-centered campaigns.

Media on candidate-centered campaignsCoverage of background of candidateImage-centered coverage/ personalityTalk shows, TV debatesHorserace, reporting pollsCandidate sound bitesDe-emphasizing partyFeeding frenzyCoverage of conventionInvestigative reporting/ scandalsFocus on candidate gaffes

Explanation of twoCoverage of background of candidate-

Covering the background of the candidate would give the population an overview of where the candidate is coming from, and is a personal look on the candidate and who they are as a person.

Talk shows, TV debates- By going on TV for debates and radio for talk shows, the candidate makes an appearance, and makes a statement on the different issues, which can lead to stepping out of party lines on different issues, making it more a more candidate centralized campaign.

CANDIDATES' use of themedia has contributed to candidate-centered campaignsNegative commercials/mudslingingAttention-getting: public appearances to enhance

public attention to individual qualities; timing of candidate activities to make free news coverage

Seeking contributionsLeaking informationImage building : positive ads; hiring consultants;

TV debates that focus on individual appearance/qualities; getting on talk shows

Candidate creating choreographed opportunitiesUse of Internet to disseminate informationSound bites

ExplanationAttention-getting- By taking advantage of

media moments in the press, the presidential candidates can get more publicity for their race and show the public who they are.

Seeking contributions- Candidates can use the media to make commercials, ads, etc. to get contributions from supporters.