Comparative Analysis of Independent Media Development in Post- Communist Russia and Ukraine Chapter 4. The structural supports for media independence as laid out in the previous chapters are an indicator of conformity between the intentions of the state and the real measures taken in relation to the performance of media during the elections, which are a suitable test case of the results of the development of its independence and of the maturity of the state allowing this independence. This chapter will be based on an examination of the struggle for media control during the periods of conduct of election campaigns, which is a common feature in the political process in Russia and Ukraine. For most people the campaign is what is covered by the media. Modern elections seem to be impossible without media coverage, the primary chance for candidates to communicate with their voters.
Political leaders rely on mass media to mobilise electoral support.
While the right to vote freely and the credibility of the ballot process are central to democracy, the conduct of campaigns and the flow of information to voters are also important. The citizens' opinion about the meaning of elections may have a profound impact on the legitimization of transitional political systems. The political significance of campaigns must be assessed, not only in terms of voter choices and election outcomes, but also with regard to the quality of the public debate and the information environment provided for voters. As can clearly be deduced from the results of this survey, mass media, particularly TV programmes, had a large effect on the final choice of the electorate. 60.5 percent of the voters were influenced by TV or radio programmes, whereas the most influential factor of the campaign was the image of party leaders.