The influence of mass media in the american election - Research Proposal Example

The US mass media concentrates almost exclusively on elections during the presidential election year. Several television channels are wont to support one or other presidential aspirant. Traditionally, Fox News and the National Review have supported the Conservative point of view, whereas the Liberal ideology has been promoted by MSNBC (Quinn). The use of exit polls by the media to predict winners in elections, on the basis of whom voters say they had voted for in the elections, subsequent to casting their vote has resulted in considerable controversy.

These estimates are generally made on the basis of marginal differences in the stated number of votes. Such predictions have the effect of influencing persons who have yet to exercise their franchise (Mass Media Play Important Role in U.S. Elections). The general view is that television channels do not provide accurate political information to their viewers. Some people argue that TV channels have failed to provide their viewers with correct information. However, this notion is not correct; because several studies in this area have revealed that TV news channels reach a broader section of the populace, in respect of political issues, than newspapers.

More importantly, during election times, TV channels provide accurate information about candidates; and clarify at length the ideological and issue based differences between them. Studies by scholars in this regard indicated that the audience of these broadcast acquire better and more accurate political information, if they concentrate on the content of these programs. Therefore, the attention of the audience is essential in grasping the various issues under discussion (Perloff). Barack Obama’s outstanding victory at the polls has confirmed the fact that he understood the nuances of the mass media’s power to influence people.

In fact his dominance over McCain was total in every area that related to social media activity. Obama based his