American Politics : A Successful Modern Campaign Essay example

1404 Words Sep 23rd, 2016 6 Pages
In contemporary American politics, name recognition is of the utmost importance. It is significant reason why Hillary Clinton had such a large lead over her two opponents early on in the primary season. If people are aware of a candidate, they will be more likely to pledge this support to them. It is chiefly for this reason that third parties continuously find themselves lagging behind in the polls and unknown to the vast majority of the American electorate. All of the factors that handicap third-parties in the American political system are consequential but the biggest hurdle these parties have to overcome is media access. The limited coverage they receive as well as inadequate advertising funds on media outlets, which is the foundation of a successful modern campaign. The problem of name recognition is largely associated with the media’s lack of coverage of candidates outside the Democratic and Republican system. A prime example exists in the election where Republican Ronald Reagan and Democratic Jimmy Carter, were afforded “about ten times more coverage than all eleven third party and independent candidates combined…This disparity showed up in network television as well” (Rosenstone 1984, 33). Resultantly, both candidates became household names. This lack of attention from the media is not likely done in malice or in collusion with any particular group. Their reasons are often understandable. The press strives for two main goals of journalistic integrity and profits.…

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