This thesis looks at entertainment bias, specifically bias on the Tonight Show with Jay Leno towards Arnold Schwarzenegger during the time leading up to the California recall election in 2003. Entertainment media possess a unique ability to communicate messages to an unguarded audience, which gives them the potential to have more of a political impact than traditional news media. The basic theory is that Jay Leno showed political bias in his monologues towards his friend and gubernatorial candidate, Arnold Schwarzenegger. This theory was tested through a highly detailed descriptive analysis of monologue jokes and summary data for the time period March 31, 2003 to October 6, 2003. In total, there were 388 jokes from monologues of the Tonight Show analyzed. These jokes were broken down into categories based on their content and the subject. They were then compared to jokes delivered on the Late Show with David Letterman about the California recall election. The analysis of jokes showed that the manner in which candidates were portrayed on the Tonight Show with Jay Leno was politically biased towards Arnold Schwarzenegger. Due to the differences in program structure it was difficult to determine if this political bias was also present in the Late Show with David Letterman. / Master of Arts

More research is needed to be able to fully understand the role that social media plays in elections, specifically in local elections. Candidates need to understand how it works and how they can effectively use this new communication medium. By exploring Diffusion of Innovation Theory, Social Information Processing Theory, and the Two-Way Symmetrical Model of communications this study sought to answer one overarching question: how should a candidate employ social media in a local election? This qualitative, single case study explores the 2014 recall and general election in Yorba Linda, California. Councilman Tom Lindsey and candidate Matt Palmer are the primary subjects of study. Observations were made through analysis of documentation, interviews, and participant and direct observation. The researcher was employed as the campaign manager for both Lindsey's and Palmer's campaigns. The findings support the use of social media in local campaigns on a case by case basis. Determining use depends on the demographics of the voters and the abilities of the candidate. The data suggests that social media needs to be part of comprehensive strategy that includes traditional communication tools. Observations from the case study illustrate the need for candidates to engage in two-way communication that is monitored and regulated. This study begins to establish social media as a tool that candidates can use to inexpensively reach voters in a way that showcases the candidate's personality and allows them to connect on a personal level with constituents. Social media will play a role in politics at all levels.