How does media coverage affect the outcomes of the elections?
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public opinion
media influence

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Smajlović, H., & Čolakhodžić, F. (2023). How does media coverage affect the outcomes of the elections?. MAP Social Sciences, 4, 109–123.


During elections, the media plays an important role in shaping public opinion and educating voters because it gives candidates a forum to share their platforms and gives the public access to information about the candidates platforms and policies. This research paper looks at the role of the media in the outcomes of the elections, and tries to understand how much influence it has. Main focus of this research and the research question is how does media coverage affect the outcomes of the elections? Main assumption or hypothesis is that there is a significant media influence on the outcomes of elections. This paper explored various media channels, including social media, TV, newspapers, and radio, revealing their multifaceted role in shaping public decisions. Non-experimental quantitative research is conducted to address the research question. Data collection method that is used is a survey. Collected data is then analysed and discussed. As nearly everyone engages with some form of media, this research highlights the media’s potential to shape individual beliefs and, ultimately, election outcomes. Meaning that through survey and collected data the hypothesis is proven to be correct.

Keywords: media, elections, public opinion, media influence, politics
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Full Paper (PDF)


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