Answer:
Media has given political parties the tools to reach large numbers of people and can inform them on key issues ranging from policies to elections. In theory, media should be seen as an enabler for democracy, having better-educated voters would lead to a more legitimate government.
I believe the answer is: Power
In the past, this power is mostly derived from nobility line, but In our current society, Power usually derived primarily from economic power.
For example, someone in company's Upper management position tend to always required to maintain their persona in order to keep a certain amount of respect/positive perception from both the workers and the public.
Copernicus put out the idea that the planets orbited the sun, but Kepler defined their orbits.
