ABSTRACT
This chapter argues that the underlying relationship between candidates and reporters, and hence the essential dynamic of the campaign, changed little in 1992. It summarizes the vast literature on 'media effects." The chapter describes three key elements of campaign strategy in 1992–the candidates' attempts to influence the flow of news, reporters' efforts to monitor the candidates, and the effects of campaign advertising. Frequently, candidates who surge to prominence based on impressive showings in early primaries fade rapidly as voters learn more about them. Candidates' efforts to shape the campaign agenda are also limited by public stereotypes concerning their policy capabilities. The candidates can also engage in direct persuasion without having to rely on intervening effects such as agenda-setting or priming. "Nightline" and other mainstream media news programs, having been snubbed by the candidates, turned their attention to candidates' paid advertisements. The chapter assesses the implications of the 1992 election for the quality of discourse in American political campaigns.
