Changing Role of the Mass Media in American Politics

Political campaigns have changed in techniques and intensity of effort, particularly during the past three decades. How may these changes be related to the changes which have occurred in the mass media? A look at the 1976 primaries makes it clear that the whistle-stop technique is still a basic part of political campaigning, even if candi date appearances are designed in part to entice media coverage, particularly by television cameras. Combining the advantages of television penetration of masses of voters with the excitement of the political rally and personal appearance became the ultimate goal of political managers. Returns from 1976 primaries through April, and opinion poll findings, indicate the mass media projected the image of front-running candidates to Americans in all parts of the country. In this sense, the mass media remained an im portant part of the political structure—including the print media. Since all available research evidence indicates rela tively few voters change their minds or make them up during an actual campaign (rather they vote traditionally), the media cannot have a massive effect upon voter decision-making. But since many elections are decided by small percentages of voters, media influences can become crucially important. Their rivals are, of course, interpersonal communication, group associations, and opinion leader influences. At times, television has played a key role in political campaigns, particularly when it brings an event directly to the viewer.