Final answer:
The media plays critical roles in elections as a scorekeeper, a provider of visibility for candidates, and as a public forum for debates, shaping public opinion and determining the salience of issues.
Step-by-step explanation:
The media plays a pivotal role in shaping the political landscape and influencing elections. As a scorekeeper, media outlets report on who's ahead in the polls, turning the focus to polling numbers rather than policy positions. This emphasis on the horserace aspect of elections can detract from a substantive discussion of the issues at stake. Furthermore, visibility through media coverage is crucial for candidates, particularly new ones, as it helps them gain momentum and build their public profile. The media serves as a seemingly reliable source for voters to learn about candidates' histories and issue positions, largely because campaign materials are often viewed as biased.
The 'fifth branch of government' is a moniker sometimes given to the media due to its significant influence over public opinion and political outcomes. It's where many Americans get their news and develop their understanding of events and issues. Media coverage contributes to the salience of particular issues in the public mind, impacting voter and citizen behaviors.
In addition to their role as informers and influencers, media outlets also act as public forums for debates and the dissemination of political advertisements, providing a space where political leaders can argue their views and interact with the electorate.