Sociologists often contend that the media is a major influence on how individuals form opinions, behaviors, and beliefs. Not so recently, the media institution has merged with the political institution to influence voters opinions and political affiliation. Because of this merge, social scientists call the media the fourth estate in politics. The idea is that the media operates as an informal branch of government by swaying public opinion and voting behaviors. Examples of the fourth estate include attack ads during campaigns, political pundits on networks like FOX and MSNBC, and political bloggers.
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