With the primary elections reaching a decisive period, political issues are becoming more important for voters. As Media Tenor’s research has found, a change in the political debate could benefit Senator McCain. “Two current trends might help McCain,” says Roland Schatz, President of Media Tenor International: “First, Iraq coverage is less prominent in news coverage than it was last year. Second, Recession coverage continues.”
“After Super Tuesday, current candidate trends resulted primarily from Horse Race coverage,” Schatz explains. The candidates’ platforms have played a minor role in TV coverage so far. But when issues get more important, Senator McCain might take advantage. Media Tenor data show that McCain was more often mentioned when economic and foreign policy issues were covered, and the tone was slightly positive.
Slightly positive coverage of McCain
During the primary season economic issues have not yet played a major role in coverage. But after Romney has quit the race, Senator McCain was mentioned more often than the other candidates and the tone was slightly positive.
ABC, NBC and CBS candidate coverage, 1/1 – 2/7/2008*: economic issues
Basis: all statements by or on candidates on ABC, CBS and NBC evening news programs 1/1 – 2/7/2008 (* individual shows missing)
When mentioned, McCain was rated positively
When foreign policy issues were mentioned during the Primary season so far, McCain was number 1 as well. While Clinton has been doubting Obama’s record and vice versa, the tone of foreign policy coverage of McCain was positive.
ABC, NBC and CBS candidate coverage, 1/1 – 2/7/2008*: foreign policy
Following Super Tuesday, the Network news have presented a clear winner: in the last two days the tone of Obama’s coverage was more positive than any other candidate. “Obama has started to close the experience gap,” says Schatz. “During the last two weeks he was rated positively on previously problematic issues: platform and leadership.” However, while Obama could benefit from media momentum, Clinton is not written off. Content analysis of ABC, NBC, CBS and Fox news indicates that Mrs. Clinton’s media image is positive as well.
Covering Super Tuesday results: One winner
In TV coverage after Super Tuesday, Barack Obama emerged the clear winner: he was rated much more positively than his opponent, Hillary Clinton. On the Republican side, John McCain has not yet received a winner coverage.
ABC, NBC, CBS and Fox News candidate coverage, 2/6 – 2/7/2008: winners and losers
Basis: all statements on or by the candidates on ABC, CBS and NBC evening news programs
“Obamania” continues, but Clinton not written off
Media analysis can show whether or not a candidate can benefit from media momentum. “Obamania” continued in this Super Tuesday week, but the tone of the Clinton coverage was quite positive too.
ABC, NBC and CBS candidate coverage, 1/1 – 2/7/2008*: tone of coverage by weeks
Basis: all statements by or on Clinton and Obama on ABC, CBS and NBC evening news programs 1/1 – 2/7/2008 (*individual newscasts missing)
Read more of Media Tenor’s latest election data in PDF format here.
For the third time, International Media analysis company Media Tenor is offering a detailed analysis of the U.S. presidential campaign. TV news coverage of the leading Presidential contenders is scrutinized at a detailed level. “The methodology was developed 15 years ago and has been successfully used not only to analyze the 2000 and 2004 U.S. Presidential campaigns but also for International politics as well,” Schatz explains. Media Tenor’s Presidential Campaign Watch focuses not only on Candidate standings, but also on topics and sources, while adding on an international perspective. Results of Media Tenor studies will be regularly published on MediaChannel.org.
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