The Role of Media in Elections 

The media have played an important role in politics since the First Amendment established freedom of the press as a cornerstone of American democracy. Voters need information to make educated decisions, and it’s journalists’ job to give it to them. 

But can the media alter the outcome of an election? Two scholars from the University of Oregon School of Journalism and Communication explained what the research says about the media’s evolving role in the election process. 

1. To cover or not to cover 

The first way journalists get involved in elections is by choosing which candidates to cover and how much. 

“The biggest thing that drives elections is simple name recognition,” said Regina Lawrence, associate dean, author of “When the Press Fails: Political Power and the News Media from Iraq to Katrina” and editor of the journal Political Communication. “Research has shown that some candidates are invisible because they can’t win enough interest from the media.” The decision to cover some candidates more than others is often driven by economics, as outlets want to publish stories they think will drive traffic in the competitive 24/7 news cycle. 

2. Selective exposure and bias 

Since news consumers can get the basic facts from an internet search, many publications differentiate themselves by shifting from news to analysis. This can become a problem when people consume news only from biased sources. 

“Selective exposure is the tendency to seek out news sources that don’t challenge what we believe about the world,” said Lawrence. “We know there’s a relationship between selective exposure and the growing divide in political attitudes in this country.” 

3. Echo chambers and direct lines to the masses 

According to a 2021 Pew Research Center study, about half of Americans get their news via social media. But they might not realize their newsfeed is heavily filtered. 

“What we see on social platforms is dictated by algorithms that decide what you see based on what you like and dislike, what you comment on and click on,” said journalism professor Nicole Dahmen, who researches visual communication and social media in politics. “Rather than getting a diversity of perspectives that contribute to political discourse, we see an echo chamber.” 

Social media also gives users more direct access to candidates than ever before. “With social media, voters may believe they have an intimate relationship with a candidate they will probably never meet in person,” said Lawrence. 

4. A picture is worth 1,000 words 

For most people, visuals carry an even more powerful impact than words. The photos that outlets choose to publish and such factors as size and layout can influence voter perceptions. 

“Visual communication research has shown that images, especially of political candidates, convey emotions, actions, realism and credibility,” said Dahmen. “These images form a lasting impression in the minds of the voting public.” 

5. Fact-checking, polls and the self-perpetuating cycle 

Thanks to data-journalism tools that make verification fast and accurate, fact-checking has become a major part of the election media cycle. 

“Organizations like PolitiFact are doing good-quality journalism,” Lawrence said. “They’re asking tough questions about what candidates are saying and testing them against the available record. But research suggests that, because of people’s pre-existing beliefs, fact-checks will not necessarily change somebody’s mind.” 

Polls also influence voter perception. “We know how candidates are doing in the polls can influence the type of coverage they get,” Lawrence said. 

This can create a self-perpetuating cycle when media flock to the front-runners, often propelling them even higher in the polls.