Short Introductory Summary It has long been said that the media has the potential to make a candidate known as well as to make a well-known candidate unpopular by giving greater media coverage or media blackout. It is interesting to see how the media can play with people's psychology and largely influence their decisions. In this article, the student investigates the contribution that the media has on political campaigns. The main issue of concern in this paper is the extent of media coverage accorded to particular candidates. In this topic we will focus on issues such as the contribution that technology in media broadcasts has on candidates in political campaigns. For example, do YouTube and HDTVs play a role in boosting or destroying a candidate for a political campaign? This will then be followed by coverage of potential media bias recorded in the past and the level of consistency thereof. The effect of these biases on political candidates, particularly those vying for the presidency and other prominent positions, will be discussed. The student will introduce some personal reasoning about these issues and their contribution to the making or failing of a candidate for a political campaign. It is inevitable that today's world lives in an age where technology is evolving at such a rapid pace, so much so that even the media as politicians have to think about how to integrate their political and personal ambitions on the same platform and rhyme for your own good. For media houses and giants, the policy gives them the best opportunities to get advertising from potential advertising clients from whom they earn the most. Bernt argues that the media is more like a vehicle at the center of the newspaper in terms of coverage in airtime than in others. In this article it clearly emerges that female candidates are less publicized by the media unlike their male challengers, especially for presidential elections. It's also clear that media houses are turning to technology to try to amplify the negative physical aspects of a candidate they don't support in favor of the one they support with the use of high-definition TV. When all is said and done, the media remains the biggest benefactors in all election campaigns. Works Cited Bernt, Joseph P. “Women for President: Media Biases in Eight Campaigns.” Journalism and Mass Communication Quarterly 85.2 (2008): 473,473-475. ABI/INFORM Completed. Network. October 9, 2011.Crupi, Anthony. "Scars and streaks." Mediaweek 18.35 (2008): 12,12-13. ABI/INFORM Completed. Network. 9 October. 2011.