The correct answer to this open question is the following.
The media can be used to portray an image of a political candidate in many ways. The way the media portrays a candidate can be decisive in the final results of an election. That is why political candidates hire PR and media experts to design the kind of public image the candidate needs to show every time it appears in front of reporters and cameras. These experts know the importance of the image of the candidate, of a genuine smile, the way it dresses and relates with the voters, and the right kind of words to be included in their speeches.
One of the classic examples of the way the media can influence the results of a presidential election in the United States is the TV debate between John F, Kennedy and Richard Nixon. Kennedy followed the instructions of his team about public image and appeared well dressed, smiling, with the proper makeup for a TV interview. Nixon did not pay attention to those important details, and he lost.