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American Behavioral Scientist
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The Political-Media Complex at 50

Putting the 1996 Presidential Campaign in Context

DAVID L. SWANSON

University of Illinois at Urbana-Champaign

Placing the 1996 presidential campaign in its broader historical and institutional context reveals changes taking places in the "political-media complex." These changes include a shift in control of political communication away from mainstream news media in what might be described as a progressivist reformation; the inability of mainstream news media to resolve both their commercial needs and their professional needs, leading to a decline in their influence; and the need for both candidates and journalists to respond to public dissatisfaction with campaigns and campaign news coverage.

American Behavioral Scientist, Vol. 40, No. 8, 1264-1282 (1997)
DOI: 10.1177/0002764297040008022
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