Whoever wins the US presidential election, two questions are going to haunt me for years to come. How did Hillary Clinton go from being rated as the most admired woman that Americans “have heard about or read about, living in any part of the world”, in the words of an annual Gallup poll that she has topped for the past 14 years, to being equated with the disgraced Richard Nixon?

And how did Donald Trump, her opponent, go from a history of corporate bankruptcies that made others pay the cost of his business failures, and from a record of racial discrimination, exploiting illegal labour, and predatory behaviour towards women, to being a viable candidate for the presidency of the US?

One answer is that Mr Trump ascended through the media, not a political party or election. He was a brand, not a person, a shiny gold name on buildings, even if he did not build them, and a boss on television, even if he merely insulted and roared. During the presidential primaries, for instance, he received an estimated $2bn in free exposure from corporate media in search of ratings to attract advertising — which may be the best argument for subscription-financed media, public television, investigative reporting and the simple act of fact checking.