The media definitely played a big roll on how things were perceived. But I don't think it was conscious.
Donald Trump did and said so many negative things and the media covered them as they should, but then it seemed like they would try to give equal time to tell negative Clinton narratives and it always came back to the emails. I think that focus on a few issues had more impact than the constant one-off things Trump was doing him. I think Trump figured out early that if the heat is on you for something big, it's better to say some outrageous things to change the subject. And the media went for it big time.
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