The candidates have used traditional media such as newspapers to construct a campaign image in the past. They allied with major newspaper companies that were independent to transmit their news and messages specifically. Also, they generated campaign songs and buttons to communicate with the public. However, these were hard method because it was slow to spread to a large number of audiences. From then, the candidates started to directly deliver their messages through the “whistle stop campaign” and radio. These direct communication gave them more power and authority compared to that of newspapers.
Improving from that, the development of television introduced the televised debates. For instance, the Republican or Democratic debate influences the American audiences to vote for who based on the candidates’s political values, attitudes and improvements. Although this is still the dominant source of news for politics, the emergence of the Internet and the social media totally changed the way of campaign as a direct interaction to the public. Particularly, Barack Obama extensively used the social media marketing as a personal activity through Youtube, Facebook, Twitter and individual domain site to immediately communicate to large number of audiences in a multiple platforms effectively. Recently, Hilary Clinton campaign released Spotify playlist and occupied Snapchat in addition to the original popular social media to attract more voters. In addition, Donald Trump and the other presidential candidates are all big issues on the social media because of funny moments or of their newsworthiness. In conclusion, the traditional media, an indirect and informal communication, such as newspaper evolved to online news media that would deliver the news faster and efficient. The social media, a direct interaction to large audiences, has taken up immense space in the presidential campaign and politics to influence the public’s mind and thoughts on different matters.