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Essay on Presidential Candidates Media Efforts

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Presidential Candidates Media Efforts

Senator John McCain, a Republican from Arizona, has had a long and distinguished career in both the military and in politics. A United States Naval Pilot and Captain who received the Silver Star, Bronze Star, Legion of Merit, and Purple Heart, McCain then moved onto the House of Representatives and Senate (“Biographical Data for John S. McCain”). In April of 1999, McCain announced his candidacy for President, stating his mission to “restore integrity into the office, reform government, and renew the American dream”(“The John McCain Story”). Senator McCain’s platform is “classic GOP conservatism…a strong defense, less government regulation, tax reductions, local oversight of education…”(“The Issue: Senator John McCain “). McCain has endeavored to fulfill his dream by creating a web site devoted to his campaign, giving numerous speeches, running many television ads and appearing on various television programs. An integral part of his campaign has been to reach the less reliable, harder to attract youth vote.

America’s youth today is disenchanted with the political system. Two-thirds of young Americans don’t vote, primarily because they don’t feel candidates are addressing issues important to them (Cox, Finklestein). According to a Youth Survey conducted by Project Vote Smart, voters aged 18-24 think school shootings and kids with guns, crime and violence, poverty and unemployment, corrupt government and illicit drug sales are the five most important problems facing America today (“General Population”). Meanwhile, candidates spend the majority of time discussing issues such as Social Security, taxes and abortion, which are not of as much concern to young voters.
John McCain has actively sought out 18-24 year olds, the group collectively known as “Generation Y.” The Arizona Senator reached out to young voters with a message of personal honesty and government reform, drawing large crowds on college campuses in New Hampshire and South Carolina (Sullivan, “McCain Gets”). McCain has addressed some of the issues that concern America’s youth today. The Senator does not support gun bans but does promote “effective measures that keep firearms out of the hands of criminals, children, and the mentally incompetent”(Cox, Finklestein). Corruption in government, particularly the role that money plays in politics, is a main ...


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... in youth-oriented programming has helped McCain to obtain the Generation Y vote (“Why John McCain”).

According to Senator and Presidential hopeful John McCain, “that’s what this is all about–inspiring young Americans” (Cox, Vekshin). From playing throbbing techno music complete with roaring MC at a rally (Cox, “Young Michigan”) to establishing a web site offering college students campaign internships (Fagan) to appearing on various magazine covers and youth-oriented television shows (“Why John McCain”), McCain has aggressively courted “Generation Y.” America’s youth today is disenchanted with politics, tired of campaigns focused on health care and social security. “Generation Y” wants to hear about school violence and college costs; issues they care strongly about and feel should be an essential part of candidate’s platforms. McCain has attempted to win their vote by utilizing the Internet, magazines, youth-oriented television programs, and speaking on such topics at various college campuses. Judging by his recent victories in New Hampshire, Michigan and Arizona, states where he energetically pursued the youth vote, McCain is effectively reaching today’s young voter.


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