U.S. presidential candidates have always sought to leverage mass media in new and innovative ways to
gain support for their campaigns. The first televised American presidential debate occurred in 1960, and it
was considered groundbreaking. By 1992, candidates were making appearances on late-night television
shows. Today, presidential debates are broadcasted and analyzed in real time, candidates appear on late-
night talk shows and people ask candidates questions in Twitter-based town halls. In this Project, you will
research the ever-changing role mass media has played in presidential elections and write a report on your
findings.
Directions
You are a media consultant who has been hired by a startup social media company. The company wants
you to write a formal research report that answers the question “How have changes in mass media
influenced individual and societal thinking about politics and politicians?” In your report:
describe major milestones in the history of mass media between 1960 and today
compare and contrast the use of mass (and, as appropriate, social) media during three political campaigns
1960: The Nixon/Kennedy Campaign
1992: The Bush/Clinton/Perot Campaign
2012: The Obama/Romney Campaign
discuss how changes in mass media impacted these three political campaigns
identify how social media differs from mass media
explain how media can influence individual and societal thinking
show how changes in media since 1960 have impacted individual and societal J
Sample Solution
