How has the media influenced public perceptions of political figures, issues and institutions? Through agenda setting and framing, the media has the power to set the agenda for political debate by directing public attention to political personalities, issues, and institutions. Furthermore, the media can set political agendas by influencing public perception and interpretation. (Ginsberg, Lowi & Weir, 1999)Agenda definition and framingPolitical figures and candidatesIn the campaign, media coverage plays an important role for candidates. They use the media to get their name heard and their image seen. “Almost everything a candidate does is oriented toward the media, especially television” (Stuckey, 1999, p. 99). Candidates make appearances on talk shows, televised town halls and press conferences. Their goal is not the issues they present or their positions on them, but to attract media attention. If candidates don't present interesting visuals or dramatic news, the media can pull the plug on them. “The media has wide latitude in how individuals are allowed to present themselves” (Ginsberg, Lowi & Weir, 1999, p. 298). Additionally, the media controls how it portrays an individual. Thus, political figures are framed by the media. The media can define the image of a political figure or candidate, sealing their approval or disapproval and cementing that image with the public. The media can cause certain political figures or candidates to...