Mass-media and the internet have long surpassed their meagre prerogative as being just a simple purveyor of information, transitioning towards its new objectives of establishing trust, influence and even intimidation or control in its relation with its citizens, with the receivers of what is now strategic and weaponised information. The media is no longer a vector of objectivity, nor does it formulate that assertion any longer. Media conglomerates have become quite outspoken in embracing or rejecting one ideology or the other, one candidate or the other. Therefore, objectivity has been abandoned to the detriment of subjective purpose. Major media players will choose to either carefully construct the positive image of a candidate or a party while at the same time, often viciously and unjustifiably, attacking the opposite candidate or the rival political movement. Simply supporting one candidate is no longer the norm and the socalled dirty adds and biased reporting of our contemporary political era expose an intricate mechanism that, however, has a simple purpose, namely, to lower certain percentages and elevate others in terms of public perception and favourability.