The media can have an influence on the voters if they choose to campaign against or for a candidate. Although there are those who argue that the media not political leaders call the shots in the UK as there are those who Martin Kettle of The Guardian argues the media has limited sway .
There are the media that focus just on the errors or the ignorance of a candidate. This happened, for example, during the last presidential elections in France when the press cited the blunders of the presidential candidate Segolene Royal like her saying Afghanistan was still ruled by the Taliban.
In countries, where the media is state controlled, the opposition has limited access to radio and television to air its view. The voters are exposed to propaganda rather than to campaigning per se.
As the media has a great influence, the candidates should be careful about every word they pronounce and should be on constant alert to respond to articles and comments against them.
Now the internet has become a powerful tool for campaigning, the candidates have to be more aggressive in their approaches to counter-attack disparaging views. It’s all a matter of communication skills and strategies that can make a candidate look smart or dumb.