The main way in which voters become informed about parties and candidates is through the mass media. There are other ways, such as word of mouth and political ads, but the media is the dominant way.
Most of the information we get as members of the public comes through the media. We read newspaper accounts of the candidates or we watch them on TV. We hear the people on talk radio discussing the candidates and the issues. This is by far the most important way in which we get knowledge about the parties and candidates and their stands on issues