How has media influenced public perception of political figures, issues, and institutions? Through agenda setting and framing, media has the power to set the agenda for political discussion by providing public attention to political figures, issues, and institutions. In addition, the media can frame political agendas by influencing public perception and interpretation. (Ginsberg, Lowi & Weir, 1999)

In campaigning, media coverage plays a large role for candidates. They use the media to make their name heard and image seen. "Nearly everything a candidate does is geared toward the media, especially television" (Stuckey, 1999, p. 99) Candidates make appearances on talk shows, televise town hall meetings, and press conferences. Their agenda is not the issues they present or their positions on them, but to gain media attention.

If the candidates do not present interesting visuals or dramatic news, than the media can pull the plug from underneath them. "The media has a good deal of discretion over how individuals are allowed to portray themselves" (Ginsberg, Lowi & Weir, 1999, p. 298). In addition, the me

In campaigns, the media does not focus on explaining the differences among candidates and the implications of these differences, focusing instead on style, tactics, and strategy. New coverage is reduced to personality contests and mud slinging. Complicated issues and events often are trivialized into easily dramatized conflicts between personalities, and slanderous ad campaigns. The mediated campaigns have little effect on public opinion about candidate's issues and policies, but influence public perception of candidate's image. (Weaver, 1996)

An introduction to American politics. (pp. 274-311). New York:

The media also influences how the public perceives issues. The placement of political issues during news coverage influences the importance of political issues on society. The ranking of media issues and society's ranking suggest that the media influence the public (Weaver, 1996). The importance of an issue may rests on its time slot, sequence in the news story, or in the advertisement for the news.

Annals of the American Academy of Political & Social Science, 546, 34-48.

The media brings public attention to political events and campaigns. However,the media influence how events are interpreted by the public. The media's own bias or

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