READING 3 The Media and Presidential Elections

The Media and Presidential Elections

Read the following article. Pay special attention to the words in bold. 6.5

There’s no doubt about it—the media influence elections. First newspapers, then radio, then television, and now social media—all of these have played an important part in getting out information and shaping public opinion.

One example of how the media could influence election results took place in the 1960 presidential race between John F. Kennedy and Richard Nixon. For the first time in history, two candidates debated1 each other on TV. John Kennedy was the first candidate who understood the influence that television might have on the result of an election. Both candidates had to answer difficult questions. Many people who heard the NixonKennedy debate on the radio thought that Nixon was the stronger candidate. But people who saw the debate on TV thought that the young, handsome Kennedy was the better candidate. Also, Nixon was sweating under the hot lights, and people thought that he must have been nervous and uncomfortable with the questions. It was a close election, but Kennedy won. Many people think Kennedy couldn’t have won without TV.

If Kennedy was the first presidential candidate to understand the influence of TV, Barack Obama was the first candidate who understood the influence of social media. For the 2008 election, he reached out to the Internet generation; his opponent, John McCain, didn’t use a computer. He depended on his wife to read and send e-mail. By the time of the 2012 election between Barack Obama and Mitt Romney, both parties understood the power of social media, but Obama’s team was able to collect data online and use it more effectively.

When people started to use social media, they no longer had to get their information from TV or newspapers. With social media sites, people could influence each other. According to a media blog: “In the 2012 election, 30 percent of online users reported that they were urged to vote via social media by family, friends, or other social network connections, 20 percent actively encouraged others, and 22 percent posted their decision when they voted.”

In the 2016 election between Donald Trump and Hilary Clinton, social media again played a role. Many now believe that “fake news” was spread purposefully on social media and that it could have influenced the election. One thing is for sure: media has throughout history impacted elections, and will no doubt continue to do so in the future.

1 debate: to answer questions (before an audience) so that the public can judge who is the best candidate

John F. Kennedy (left) and Richard Nixon (far right) during their televised presidential debate