Brief introductory summary It has long been said that the media has the potential to raise awareness of a candidate and make a well-known candidate unpopular by granting either more media coverage or a black -out media. It's interesting how the media can play with people's psychology and greatly influence their decisions. In this thematic paper, the learner studies the contribution of the media to political campaigns. The main question addressed in this document is the extent of media coverage given to a particular candidate. Under this theme, emphasis will be placed on issues such as the contributions of technology in media delivery to candidates in political campaigns. For example, do YouTube and high-definition televisions play a role in helping or destroying a candidate in a political campaign? This will then be followed by coverage of potential media biases that have been recorded in the past and the level of consistency of these. The effect of these biases on political candidates, particularly those vying for the office of president and other important seats, will be discussed. The learner will present some personal justifications for these questions and their contribution to the success or failure of a candidate in a political campaign. It is inevitable that today's world lives in an age where technology is evolving at such a rapid pace, so is the media as politicians need to think about ways to integrate their political and personal ambitions on the same platform and rhyme with their own good. For media companies and giants, politics provides them with the best opportunities to gain hype from potential advertising clients through which they earn more revenue. Bernt argues that the media is more like a medium of paper vehicle in terms of airtime coverage than others. In this thematic document, it is clear that female candidates receive less media coverage unlike their male challengers, particularly for presidential elections. It is also clear that the media is turning to technology to attempt to amplify the negative physical aspects of a candidate they do not support in favor of one they do, through the use of high definition television . Ultimately, the media remains the greatest benefactor of all election campaigns. Works Cited Bernt, Joseph P. “Women in the Presidency: Media Bias in Eight Campaigns.” Journalism and Mass Communication Quarterly 85.2 (2008): 473 473-475. ABI/INFORM Done. Internet. October 9, 2011. Crupi, Anthony. “Scars and Scratches.” Media Week 6:35 p.m. (2008): 12.12-13. ABI/INFORM Done. Internet. October 9. 2011.