Rats fighting in a sack.
Also, the myth of Murdoch is hardly right. He's influential - because his media tells you so. However a lot of that is sly after the event reporting.
In any flavour of democracy, the actual swing between sides is in the gift of a tiny tiny few. In the UK probably less than 10,000. For all the noise in the media, most of our votes are useless - they achieve nothing.
Once upon a time, knowing who those 10,000 or so were would have been impossible. Then we invented social media with it's ability to slice and dice data until you can not only identify those 10,000 but just buy their votes for a few pieces of silver.