10.2190/6GPV-5YDC-FUDY-4FYJ 6GPV5YDCFUDY4FYJ 0 PUBLIC EMPLOYEE COLLECTIVE BARGAINING: A MASS-MEDIATED PROCESS 20020509 20020509 20020509 20020509 http://baywood.metapress.com/link.asp?target=contribution&id=6GPV5YDCFUDY4FYJ 4 MICHAEL MARMO The central point of this analysis is that the process and outcome of public sector collective bargaining is greatly dependent on the role of the media. The major concern of politicians in such bargaining is to maximize their political well being. "New-style" political leaders, however, realize that their political success is less dependent on how well they actually perform than on how well they are perceived to be performing. Since virtually all perceptions of a politicians performance are received from the media, all individuals and groups attempting to influence the bargaining can benefit their position by successfully manipulating the media.