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Media was only available when the company service provided it, now it is being recorded and viewed anytime they wish. The strength of the media was noticed when the presidential election between Kennedy and Nixon. The people who viewed the television sought favor of Kennedy but those who listened heard favor in Nixon. The expansion of YouTube and the focus in on Presidential campaigns created a one-stop place to view everything, from campaign ads to campaign speeches.
Since then, campaigns have been trying to get a handle on YouTube, a tool that can be a politician's best friend or worst enemy-able to showcase opponents' flaws, deliver new mixes of politainment and offer the prospect of pitches longer than 30 seconds.
This puts a nozzle on politicians and controls their flow, because they know now the power of YouTube. It can change a whole persons race for a political office if something faulty is recorded. People can let the world know by one click that he/she said one statement and it can forever decide the decision of some voters. YouTube operates for the people and by the people therefore making it easier for common America to see whom the best person for office is. It is a strong influence because people can also break into details with comments and offer links to further support their stance.