There has absolutely been an increase in the ways in which the media influences culture generally in the dominant society. The impact of media on the dominant society is so substantial that sociologists have created a unique term for this technologically-rooted social reality. The term "mediated culture" refers to the phenomenon of how media both reflects and creates culture. This mediated culture certainly affects the political realm of media and political campaigns. In an age of social media and mediated culture, political campaigns resemble reality TV segments, which reflects a culture of shallow entertainment amidst global crisis.
Negative campaigning certainly plays into the mass entertainment spectacle, which perfectly distracts from the absolute horrors that are existing alongside this spectacle, such as the reality of concentration camps on the US southern border and the growing climate catastrophe. From a sociological perspective of mediated culture, negative campaigning may gain the interest of otherwise disinterested or disillusioned people. The political tensions in this country are continuing to polarize, with the rise of hyper-nationalist/fascist organizations and, conversely, the rise of people who are steadily becoming more aware of the oppressive nature of government. Within this tense political timeline, positive campaigning may appear uncritical or even delusional.