Final answer:
Mass media acts as an agenda setter in political campaigns, influencing which issues are emphasized and shaping voter perceptions of what's important, thereby affecting electoral outcomes.
Step-by-step explanation:
One mass media role in political campaigns is acting as an agenda setter, which often determines which issues are emphasized. The media decides which issues deserve public attention, thereby influencing the political dialogue and shaping voter perceptions of what is important.
During political campaigns, the media performs several roles. Not only do they report news, but they serve as a linkage institution connecting the government and the people, help set the public agenda by selecting which issues should be discussed, and motivate engagement in the community. The coverage provided by the media, including political advertisements, debates, and analysis, influences the salience of particular issues.
The media often cover candidates and their campaigns by offering analysis and horse-race coverage rather than in-depth reportage on positions and policies. This impacts how candidates are perceived and can significantly influence electoral outcomes, as candidates with more media coverage typically gain momentum, leading to more coverage and potentially success in elections.