IMHO, media analysis always focuses on two things, in a campaign:
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They focus on what the campaigns and candidates themselves (Biden, Trump) do or say;
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They focus on external factors, such as a terrorist attack, the economy, a trade deal, peace deal, etc. that could sway the election.
But one factor that the media almost never mentions is the factor of what the candidate’s supporters themselves do. Both Trump and Biden command the support of well over 60 million Americans, and the actions and words of these supporters have tremendous sway. People read Twitter, Facebook, etc. and a comment made by a Biden or Trump supporter can sway people into voting for or against someone just as much as anything else. People don’t just go to the polls voting because “Party put out plank platform with 26 bullet points and I agree with Item #23,”; they may be embittered into voting against Trump or Biden because of some snide, snarky or false comment posted on Facebook by one’s supporters. There are verbal wars brewing in a thousand different message boards. Yet you never hear pollsters asking, “how did the behavior of your pro-Trump/pro-Biden neighbors, classmates or coworkers affect you in this election.”