Final answer:
Politicians use media for political advertising, staging media events to gain attention, and crafting their public image. They employ these strategies more aggressively during elections to influence voters and policy, while using social and digital media to communicate directly with the public.
Step-by-step explanation:
Politicians have a complex relationship with the media, utilizing it as a vital tool for winning elections and influencing policy. The media serves as a platform for political advertising, dissemination of policies, and promotion of a politician's image and platform. During elections, politicians extract maximum value from the media by orchestrating media events, such as debates and press conferences that are crafted specifically to gain public attention, influence public opinion, and deliver their political messages effectively.
Congressional representatives, however, face more challenges due to the high number of agendas within Congress. Despite these challenges, those who use the media effectively can gain significant power and influence, helping them to bargain for legislative support. Advances in technology have provided new means for politicians to reach constituents via social media and other digital channels, often bypassing traditional media routes to control their messages.
Historically, media has always been a critical conduit for political communication. From the Federalists' letters advocating Constitution ratification to FDR's radio-based 'fireside chats', the ability to sway public opinion via the media has been recognized and employed. More contemporary instances involve strategic appearances on a variety of media outlets and the use of new media platforms by individuals like Sarah Palin to shape their public image and advance their agendas.