The Power of the Media by Chauncey Davis
Throughout the 2012 presidential campaigns/election the media has been used to help both candidates Barack Obama and Mitt Romney to gain the voters trust and support. At various times, both the candidates and the media itself helped change the perception of the American people on particular issues, which could or couldn't have affected the outcome of the election. Overall, the media, whether in the form of TV advertising, network broadcasting or social networking, had influenced the voters to vote for their desired 2012 president.
Television ads had dominated the air waves during the 2012 presidential elections by both candidates respectively. In the article, " Mad Money: TV ads in the 2012 Presidential Campaign" by The Washington Post recorded that Barack Obama's Democratic Party spent approximately "$396 million" on TV ads with 85% of the funds spent on negative ads. Mitt Romney's Republican party spent approximately " $ 492 million" on TV ads with 90% of the funds allocated to negative ads. Yet that's just part of the political tactics. According to the same article, both candidates pinpointed their ads (mostly) in the battleground states; Florida, Virginia , Ohio etc... However, the question is, did the negative ads pay off for the candidates? In an interesting way, it did, especially for Obama. According to the the Washington Post, " Countless Romney ads tried to tie down Obama to the sluggish economy , making the point that he is responsible for the current jobless levels." However, the Obama's campaign, through their advertising, kept reminding the voters that " the president took office in the midst of an economic meltdown" and how "Romney's policies" was associated " with the policies of the previous administration." Respectively, "Exit polls show that voters, by a large margin, blamed George W.Bush more than Obama for the country's continued economic woes" (Washington post, Glenn Kessler). Even though both candidates paid enormous amounts of money in advertising, another form of media, "without candidacy inference?", helped influence the minds of the public.
Television broadcasting stations were influential, especially when it came to the Benghazi incident. According to the article, " Five ways the mainstream media tipped the scales in favor of Obama" by Foxnews's Rich Noyles, "The Benghazi Blackout" was one of the ways in which the media tipped the scales in favor of Obama. According to the article, in late september, as news broke online about the "Obama Team knew within 24 hours that the attack was likely the result of terrorism"(FoxNews.com). However, this "starkly contradicted claims from the White House press secretary Jay Carney, U.N. Ambassador Susan Rice and President Obama himself that the attack was a "Spontaneous" reaction to an Anti-Muslim video posted on Youtube" (FoxNews.com, Noyles). Yet the interesting part is ABC news took approximately two days to report the news to the public, while both CBS and NBC took three days to report share the story with viewers. Even though Noyles is quite upset with this observation, he concludes the " broadcast networks patterns" in October were that; new findings exposing the administrations failure to provide efficient security or contradictions in public statements were usually hidden from the public or poorly covered. Yet one should question, what would happen if the American people found out the truth behind the Benghazi incident in a timely and coherent fashion? Would this have been more ubiquitously covered than " Romney's 47% gaffe" (Noyles)?
Finally, the last form of media that showed a great impact on the election, by far, is the social media. Social media became a more innovative way for candidates (and politicans in general) to interact with the average citizen. In this election, social media sites, such as Facebook, Tumblr and twitter became very important, because young people/adults utilized these social networking sites on a daily basis. In the New York Times article, " Campaigns Use Social Media to Lure Young Voters" by Jenna Wortham, Dr. Coye Cheshire, and associate professor at the School of information at the University of Berklely stated that " It is important for people to know whether or not a huge political figure shares the same tatse as me." She then states that, "creating a playlist on Spotify is part of what makes them seem more human" (New York Times, Worthman). Both of these quotes show that someone who is has extreme executive power should also be able to connect with the american people, to touch their minds, to leave a positive impression in their hearts and even to identify with them on a level where security and trust is followed with authority and leadership.
As one can see, the media was a powerful tool to use in helping the Americans decide who would be their leader, and still is. Whether is advertising, network broadcasting or social networking, the media retains its purpose, which is to help facilitate information between two parties. Who knows what the new media will be like or how it would affect the outcome of future presidential elections. Only time will tell.