The influence of mass media in the shaping of public opinion. An analysis of the political polarization in the United States during the presidential campaign of 2016

Seminar paper from the year 2019 in the subject Politics - Region: USA, grade: 2,7, University of Regensburg (Philosophische Fakultät Lehrstuhl für Vergleichende Politikwissenschaft (Schwerpunkt Westeuropa)), course: Einführung in den Vergleich westlicher Regierungssysteme, language: English, abstract: This paper attempts to analyse what role the mass media played in the formation of public opinion and in the accentuation of the political polarization in the United States during the presidential campaign of 2016. The presidential elections of 2016 have definitely marked the beginning of a new political era in the United States. But most importantly, they serve as an example of the increasing impact of mass media in political communication and in the performance of basic democratic mechanisms, such as electoral campaigning. Both Hillary Clinton¿s and Donald Trump¿s electoral strategies reflect the rising influence of social media and other forms of traditional media in the shaping of public opinion.