The general election is not an organizational exercise - it's a mass media exercise.

Mass communication--wonder as it may be technologically and something to be appreciated and valued--presents us wit a serious daner, the danger of conformism, due to the fact that we all view the same things at the same time in all the cities of the country. (p. 73)

Polling in a general election is pretty accurate, because turnout is usually high.

The average TV commercial of sixty seconds has one hundred and twenty half-second clips in it, or one-third of a second. We bombard people with sensation. That substitutes for thinking.

Mass media wants bright lights. Mass media wants crazy clothes.

It is advertising and the logic of consumerism that governs the depiction of reality in the mass media.