Media support is likely to lead to the incumbency advantage for a candidate.
The benefit the incumbent candidate (the one already in office) enjoys over the challenger candidate is known as the incumbency advantage. The benefit that the incumbent receives from their activities, independent of their party. A politician can purchase financial assistance, access to powerful people, and greater media coverage in future elections by winning a position previously. Re-electing incumbents to a position might be advantageous but it also reduces electoral competition. Politicians who are otherwise competent are discouraged from running for government by high financial hurdles and a lack of communication outlets.
Media offers a less expensive, more popular way to counter the incumbency advantage.
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