New Era of Mediated Politics

Political Candidates and Media

The most powerful celebrity of society: The US President

   For a politician today, in our cyberspace era, with no limits of information flow and speed, it is necessary to be continuously portrayed in the media positively. Therefore, to stand in a plausible light is what a politician is concerned about nowadays. To be taken serious and appear responsible, settled, not to cool but also not too distanced from society, the voters in this case is the key to election. In order to do so  a politicians has to do whatever it takes to fit in this media frame as best as possible.

Pseudo-Events alias Free Advertising

   President Nixon knew what he had to do and went to China in 1972, so too did President Obama when he recently went to Afghanistan, one year after Osama bin Ladens death. Both those visits took place in a tense environment and were dangerous trips, this is however not really underlined by media (The Washington Post stressed both my points: firstly, that Obama might have done this visit to gain more political favor and secondly, it discusses the Romney-Offending ad where also testimonial appearance of Bill Clinton play an psychological appeal on voters. Have a look at the article here). But such opportunities can't be taken for granted and just like Nixon, Obama has now advertising for free, popular tendency rising, so why wouldn't take make something out of it?

Psychological and Social Pressure Media

    But there is also another site of this story: constant pressure. Never before was the eye of media so powerful as today. This 24/7 watch also leads to constantly increasing and steady pressure towards politicians and their family. Not everyone (although this person might be very well suitable fort he position as US President) can deal with such circumstance and environment and step down prematurely just like former US Congress House Speaker Gingrich in 1998: „Gingrich announced he would step down not only as Speaker but also from the House -- despite soundly winning an 11th term.“ (Quinn). Gingrich also resigned as a candidate from this years presidential elections (The Huffington Post). Being a politician nowadays means being in a favor light for media and a constantly watched and under pressure subject because media is the medium for voters.


Media and it's Territory

    Since the Internet became the new battleground for journalists, media and other opinion leaders embody the term mass better than ever before. The constant rivalry but also interaction and cooperation between new media (blogs, individual PR agencies, social websites) didn’t change the fact that the big picture lies in medias hands. They decide what to display and how to portray, if ridicules, falsely or controversially, dramatically, negatively or positively. This leads to constant pressure also on journalists. 

Drama and Entertainment

    Pushed to publish the most drastic and fantastic story and maybe to favor one or another party more than the other is what the entertainment society nowadays demands. It is the story and entertaining context, not the issue or other relevant topics because they are too complex and boring to be covered in the audiovisual world of the Internet. It is not voters who create their own opinion but it is media shaping it. Never before could media set agendas and cultivate the voters as easy as today. Media can easily shape voters opinions as they not only give users information but entertainment and so they get users attraction easier. Therefore, headlines and stories are amusing, dramatic but not really relevant to a presidential performance. They are there to create gratification rather than educate properly. 

New Trend to Learn Entertained About Politics: Late Night Shows

    Late night shows have become more popular and an increasing number of especially young adults educate their selfs about politician with such entertaining political shows. But viewers might favor a politician only because the comedian favors her or him, which again is a process of shaping voters choices based on false and misleading connections through non-relevant agenda setting and cultivation. Are media really transparent or did they create an environment in which the candidate has to fit in? Media, impacting on voters more than ever before,  can portray a politician  however it wants and therefore influence the public, voters strongly. This means that it creates a world in that a candidate who is not portrayed in media (often and positively) is not credible nor important to get attention. This trend was perfectly set in 2008 and this years election when Clinton, Obama and Romney, all candidates or already elected politicians were or are up front at the political horse-race because they have the necessary budget, therefore the essential media illustration and the outgoing awareness, attention and fellowship of potential voters. 

Conclusion

    The interaction between politicians and media has not only a dangerous impact on voters, it might lead them to false assumptions, maybe choices only based on what media are telling but it also leads to the question of how media will continue to shape voters decisions and if one day the media will be so powerful that it will overshadow our own opinion or that the mass will be guided by media. Increasing pressures on both sides, politicians and media not necessarily lead to new dimension but rather to dangerously overrated and falsely created spheres in which the performance and ability of the US President is based on not relevant issues or stories which basically only display something funny or dramatic and juicy but not meaningful for the performance. 

Works Cited
Quinn, Justin. News Conservatives Politics. 06 05 2012 <http://usconservatives.about.com/od/champions/p/NewtGingrichBIO.htm>.
The Huffington Post. The Huffington Post. 02 05 2012. 06 05 2012 <http://www.huffingtonpost.com/2012/05/02/newt-gingrich-out-2012_n_1254924.html>.