The third factor, the ambivalence in the media, is almost negligible but is worth of consideration nevertheless. Most – if not all – constituents rely on the media not just to report the news but also to provide an understanding of the complex issues politicians seeking public office would debate throughout political campaigns. As such, the media plays an important role, to bridge the gap between political jargons and public understanding. It is expected that bias in the media will sift through to the public although most members of the media have always worked diligently to minimize the problem. Despite the importance of the media, its influence is most likely minimal for two principal reasons i) most people have already made up their minds one way or another ii) the wide availability of information makes it all the more difficult for any particular media to sway individuals one way or another. Did I say most people have their minds made up no matter what?

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