chapter  9
The Campaigns and the Media: Whose Election Is It Anyway?
Pages 16

The media are important in any election; they perform the vital role of connecting the voters, issues, and candidates. In a state as large as Californiawith 35 million people, 15 million registered voters, and over a dozen distinct media markets-media linkages are crucial to providing much needed information. In the early days of the recall effort, nontraditional media such as talk radio and the Internet promoted the petitions. As the campaign unfolded, traditional media outlets such as newspapers and television became major conduits of information. By campaign’s end, Californians and the world had witnessed coverage by three almost separate branches of the media: the traditional campaign media, the traditional news media, and the entertainment news media, or what some have called the “celebritization of politics” resulting from the presence of a movie star candidate.