How has the media influenced public perceptions of political figures, issues and institutions? Through agenda-setting and setting, the media has the power to set the agenda for political discussion by providing public attention to political figures, issues, and institutions. Furthermore, the media can structure political agendas by influencing public perception and interpretation. (Ginsberg, Lowi & Weir, 1999) Agenda setting and setting Political figures and candidates In the election 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 geared toward the media, especially television” (Stuckey, 1999, p. 99). Candidates appear on talk shows, televise town hall meetings 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 images or dramatic news, the media can pull the plug on them. “The media has a wide margin of discretion in how individuals can represent themselves” (Ginsberg, Lowi & Weir, 1999, p. 298). Furthermore, the media has control over how they portray an individual. Therefore, political figures are framed by the media. The media can set the image of a political figure or candidate, sealing their approval or disapproval of them and cementing that image to the public. The media can create certain political figures or candidates...