Living room has the television, outer lawn has the newspaper, car has the radio, mailboxes are full of mailers and journals while office table has the Internet and computer. The penetration is so deep that it won't be an exaggeration to say that no citizen can escape the news, views, and opinions, in different forms from the media. Political field is one such field which encompasses all aspects of our social life. So it is affected the most by media. Media has become an integral part of our lives and therefore they generate popular interest and debate about any social problem that we can think of. Media prospers and becomes more meaningful in a democratic environment like USA, India etc.
It provides information: Media provides an access to government decisions and the decision taking process. Media also provides a scope for the public to know as to why the decision taker has taken such a decision.
Accountability: Media has the ability to hold government officials accountable - either to the legal system or to public opinion - when they violate the law or when they act in ways that adversely affect people's interests.
3. At times shrewd political parties and politicians manipulate the media to serve their own interests. In fact now there are media channels/ newspapers set up by political parties/ leaders to influence the public opinion.