public is not interested in them and they do not make money for the news company.One of the most ironic ways the media influences public opinion is by presenting the candidates personality through the use of television and radio. Could one honestly say that Abraham Lincoln might not be elected if he were running today. Lincoln was not a very attractive man and did not have a very refined voice. How would Lincoln have looked and sounded on television and radio? The public may be stubborn to admit it, but it is true; the nation judges possible candidates upon appearances and performances (mass media). If a presidential candidate could not speak in front of large groups, they could never be elected in today’s society. It would not matter that his or her policies were better than their opponents.Furthermore, the media can influence public opinion is through their ability to convey an overall tone to their readers and viewers according to their own sentiments. Often a newspaper’s own feelings on a certain issue are expressed in their articles. When the public reads about such issues they can adopt the attitude which the media portrayed. The press may frame stories in a way that enhances the overall tone toward government and politics. Unfortunately the most common trend is to hold a negative attitude toward government. This negative tone has led to a national decline in voter participation. A greater portion of the country now attains a skeptical view of the American government. However, News programs constantly bombard the public with campaign coverage that negatively affects the way people vote. The most noticeable effect the TV news media causes is a decrease in voter attendance at the ballot boxes. News coverage of political campaigns reduces voter turnout because of the negative campaign tactics used by candidates and their parties. Voter turnout has significantly dropped from 75 %-85% in during the 19th century to fewer tha...
