They also make their presence felt among their

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they also make their presence felt among their prospective supporters and constituents” (Eslit,2017). As society and technology advances, mass media continues to grow and change how wecommunicate with others.From the 1960s to the late 2000s, political campaigns have been impacted and influencedby mass media with the continuing advancement of technology. The political campaigns ofNixon and Kennedy, Bush, Clinton and Perot, and Obama and Romney were impacted by massmedia. Before television, the primary way to advertise political campaigns was throughnewspapers and radio. During the Nixon and Kennedy campaign, televisions were starting toboom. According to Shedden (2014), “On September 26, 1960, John F. Kennedy and Richard M.Nixon held the first televised debate in presidential campaign history.” The debate was one offour held and had a huge impact on the election. It is common knowledge that without the
Mia T. SenneJune 25, 2018COM126 – Chart the Evolution of the Mediatelevised debate, John F. Kennedy would not be president (Webley, 2010). This was due to theweak appearance of Nixon. As reported by Webley (2010), “the number of viewers who tunedinto the debate has estimated as high as 74 million.” Following the debates, television influencedthe way politicians portrayed themselves directly to audiences. Ultimately, the first televiseddebate in 1960 influenced societal thinking on politicians and politics by changing the waypeople view them. During the debate, “Nixon, pale and underweight from a recenthospitalization, appeared sickly and sweaty, while Kennedy appeared calm and confident”(Webley, 2010). The media had influenced societal thinking through the images portrayed of thecandidates on television. Kennedy won the election that November and credits television inturning the tide.With the advancement of technology and the introduction of computers and the internetby 1992, mass media impacted the political campaigns of Bush, Clinton and Perot. Beforeinternet, politicians used the computer for tasks such as managing volunteers, accessing articles,and tracking expenses (McCracken, 2016). As the internet became more accessible inhouseholds, politicians were able to utilize the internet to communicate with prospective voters.Additionally, McCracken (2016) states, “By 1991, as the 1992 campaign got underway,CompServe, GEnie, Prodigy, and AOL were competing vigorously and expanding their customerbases.” This caused the expansion of the internet between households. With the introduction ofcomputers and the internet, societal thinking was influenced by researching candidates on theinternet and learning more about them. This greatly improved the knowledge about eachcandidate and election predictions through various websites. For example, Prodigy was an onlineservice that created a campaign database for users to track candidates (Smith, 2016).
Mia T. SenneJune 25, 2018COM126 – Chart the Evolution of the MediaBy the mid-2000s, the internet provided a new outlet for people to communicate to one

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