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Linkage institutions: the interest groups, political parties and the media.

Political campaigns are influenced by a combination of factors. Among the leading factors are the media, political parties and the interest groups. These three groups have both specific roles that they play in campaigns. This means the absence of one of these three groups cannot be supplemented by the other. This paper purposes to discuss the how these institutions influence campaigns and elections. The paper will also determine which among the three institutions has the greatest impact on campaigns and elections.

The interest groups influence campaigns either directly or indirectly. They set their agenda and identify with a political party that promises to incorporate their agenda in their manifesto. While some of the political parties may opt to remain neutral, those that participate directly in campaigns fund candidates and even campaign for them. They may advertise for the candidates independently, or even mobilize members for them. In some cases, an interest group may influence their members, or even the section of society they represent into supporting a particular candidate in an election. In doing so, they do not promote free speech and free choice. This means that they do not give space for deliberative democratic forums. This denies them the chance to promote political equality. By arguing for their section, they promote segregation.

Political parties link the people with their endorsed candidates. They influence campaigns by funding political candidates and several campaign activities. They also organize rallies and meetings to sell their manifestos and their candidates. A political party is a vehicle with which the candidates ride to power. America is made of a two-party system. The political parties can be viewed as avenues for the promotion of free speech and free choice. This is because they draw members nationally; the two parties appear to be almost the same in terms of finances and also in the sense that they have almost equal following. To some degree, they may be viewed as promoting political equality. However, their deliberation is in doubt.

The media is very instrumental in elections and campaigns. It airs the events as they happen from the beginning of campaigns to the post-election period. The interest groups, which are also stakeholders in elections, depend on the media to air some of their programmes. Further, political parties depend on the media to air their programmes. An example is the presidential debate. This translates to mean that all the activities of the elections and campaigns pass through the media to the people. The media influences elections both directly and indirectly. It has the greatest influence among the three institutions. It holds forums giving the people an opportunity for deliberative democracy. Through participation in these forums, people can express themselves freely, in the spirit of free speech. Since everyone can access the media, it promotes political equality. The media also linked to the principle of free choice, making it the most influential institution in campaigns and elections.

In conclusion, this essay has considered three institutions and their influence in campaigns. The political parties and the interest groups are seen as sections groups. The difference between them is that political parties are only two, while interest groups are very many. These two institutions influence campaigns almost in a similar manner, though with a noticeable difference. They can fund candidates, or mobilize people for them. The aspect of deliberation is controversial in them. The media has the greatest influence through its provision of a forum on deliberative democracy.