all I Know Is What I Read In The Papers - Will Rogers -- essays resear

"All I Know Is What I Read In The Papers" - Will Rogers     There have been many criteria over the then(prenominal) few centuries that measuredones political clout and influence divine right, property, money, andacquaintances. In the twentieth century, particularly the past two decades, thepolitical power to influence others resides in information the more informationyou have and the more you know how to persona it, the more potential influence youhave.     People rely on the media for their information, as it is the nearly easilyaccessible, efficient, and passive way of acquiring knowledge. Unfortunately,the media is not completely reliable as it can and has been manipulated bypoliticians, their parties, and their governments. This makes the media apowerful weapon as politicians use it to effect passrs political choices throughadvertising, change touristed opinion on issues of state, and debasing politicalcampaigns through smear tactics."You can make a vista someone they arent. You can protect themfrom someone they are, or make them more of what they are".-Senator NormAtkins(1)"An election is like a one day salethe product (candidate) in a sale(campaign) is only available a few hours on one day".(2)     The main goal one hopes to win by advertising something is to makeit marketable so people will purchase it. Since what a politician hopes toultimately do is persuade people to vote for, or buy, their political platform,they would be foolish to not take advantage of the captive and passive audienceof the advertising mass media. Unfortunately politicians and their managementtake advantage of this medium to manipulate voters choices. Two cases ofadvertising manipulation on voters was during the Canadian National Referendumof 1992 and the Quebec Referendum of 1995. During the National Referendum of1992 over the Charlottetown Accord "three hours of free shine time was madeavailable during prime time on every radio and television network that met thestatutory criteria"(3) according to the Referendum Act. The act also statesthat " half(prenominal) (of the time) is allocated to the Yes and half to the No side"(4).This allotment of advertising time did not take into account the printadvertisement that was plastered al... ... in thatmatter"(22). Truedeau floored Bouchard by saying that "the federalists wouldhave done better in the recent Quebec referendum "(23) if the Yes side didnt"make Quebeckers, especially former premier Rene"Levesque, look likevictims"(24),Politics is a very dirty game, and if you dont develop a thick skin todeal with the rhetoric then you will not survive the smear campaigns.     "I idolize three newspapers more than a hundred thousand bayonets"(25)      The mass media in all its manifestations has a mandate to be a forumfor views both straigh taway and indirectly through advertising and journalistreporting, This massive forum has been the place, for many years, thatpoliticians have had their voice. Like many other institutions, the mass mediahas been utilized as a tool of the political world with which politicians, theirparties, and their governments capture the fixated and passive audience, thusmaking the media a powerful device to affect voters political choices throughadvertising, change popular opinion on issues of state, and debasing politicalcampaigns with smear tactics.