Democrat party tends to have liberal ideology, republican party tends to have conservative ideology. In order to attract campaign donors, you have to gain momentum/media coverage. Negative coverage = also can be good for candidate, any coverage is good coverage name recognition! Print and digital forms of communication that convey information to large audiences. Give the public the opportunity to evaluate issues to form reasoned opinions and actions. Print and broadcast are the traditional forms of media. Newspaper readership has declined, but are still very influential among elites. Radio and tv is still popular, but has an aging population. Radio and tv news is not very detailed, sound bites short snippets of info/headlines, more focused on entertainment than analysis (rating constraints), time constraints. Concentration of ownership in traditional media leading to media monopolies. More than of all daily print newspapers are owned by large media conglomerates. Leads to less diversity in the news and political environment, operating under rating constraints.