With the proliferation of new media, candidates and parties must maintain consistent platform rhetoric at all times in order to achieve their agenda. By examining political awareness, party separation, and persuasion, it becomes clear that candidates have a direct effect on the public's political decisions. How the electorate votes and what candidates think has a direct correlation to what candidates say. To win elections, candidates and parties must respond to the ears of moderately informed people so that they can persuade them to adopt the program that the candidate believes is correct. Political figures must also use persuasion techniques to be able to shape the political behaviors of their voters in the direction of their party. Political rhetoric fuels decisions made by government and directly affects everyone's lives.