In recent decades, the candidate behind the presidential race has become more of the focal point of the campaign rather than the party and policy. Media has contributed to this by focusing on the personality of the presidential candidate and moving away from policy discussion. It has also moved put emphasis on the candidate's personal history and background, not simply his political past. The constant scrutiny of the individual and his/her appeal to the public is broadcast more frequently in public opinion polls, news, talk shows etc. Presidential candidates have formed strategies to use this new campaign system by engaging in negative ads. Anything and everything that can be used to discredit the opposition is used, both personal and professional to undermine their position, credibility, and like ability. Because of this emphasis on image, candidates also bolster how they are perceived. Talk shows, emphasis on positive characteristics, public philanthropy and other tactics can be used in the media to improve image. This perpetuates the media focus on the individual and not the politics.
(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.
Your answer should not include a discussion of presidential primary elections.
http://apcentral.collegeboard.com/apc/members/repository/sg_gov_pol_us_99.up_7047.pdf
No comments:
Post a Comment