In the modern world, the media
decide who the political leaders of society are. That means that also decide the
contrary. This is one of the causes of the media immense power.
Since democracy is based on one
basic principle, which is the rotation of elites and this, in turn, is done
through elections, the power of the media is complete, because all people,
children and adults, is influenced by their messages.
The media open their doors to those
who want to favor and close to those not willing to help. The consequence is
that the first become known to the rest of society while the second remain
anonymous.
Therefore, in the modern world there
are not equal opportunities for participation in politics. Before the great
development achieved by the media from the second half of the twentieth
century, political leaders competed in circumstances more or less the same, but
the development of the media has changed the terms of political participation
in favor to those who enjoy the support of the media.
In today's political reality, the
media are the main electors, because they impose on those who want. For
example, if a television channel with sufficient coverage in your country wants
you to be a candidate for any office from president, senator, governor or
Mayor, it is enough to start a campaign to present you at different times of
the day for a given time. At the end of that time surely you will be a candidate.
The qualities of people have little
to do with modern politics because the media fill all voids; they build the
image of the candidate and present him like the ideal person. The problem
arises when the media disappears from the market or when changing its policy
towards the candidate. In this case the leader begins also to disappear; this
occurs especially with those leaders that do not have proper leadership, based
on its own merits. This happens in many countries, especially in developing
countries.
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