ABSTRACT
This chapter expresses that politicians need the media, and media companies and reporters need politicians. It is a two-way street: the politician depends on media coverage to communicate his or her message to potential voters; the media benefits both in terms of audience and from campaign advertising that boosts its bottom line. Former political campaign consultant Josh King has coined the word "polioptics" to describe the stagecraft and choreography at work whenever candidates make appearances that will inevitably be covered by the media. The creation, production and distribution of image to persuade audiences in one direction or another is happening all around people, from Washington to Beijing and every place in between. It is a fundamental driver of politics, entertainment, marketing and popular culture. It is ever-changing and endlessly fascinating, from the roots of influence through image to the technology-driven developments of today.
