New York, April 25, 2008: The Democratic candidates have painted themselves into a corner: Media coverage of Hillary Clinton and Barrack Obama stressed the shortcomings of the candidates in the run-up to the Pennsylvania Primary. “The paradox result of the Pennsylvania Primary shows us two frontrunners on the TV screens,” explains Markus Rettich, Head of Political Analysis at Media Tenor International. “While Clinton is rated as the winner of the latest round, Obama can take comfort from not being billed as loser. As most of the positive coverage referred to the poll results, both candidates could not profit from media coverage in terms of their personality or their political platform.”
A detailed analysis of the reports from ABC, CBS, NBC and Fox news shows that the war of words has damaged both candidates. In the two weeks before the Pennsylvania poll, negative statements exceeded positive information by a wide margin. Overall coverage of the three candidates has turned negative in April, when Hillary Clinton and Barrack Obama started to attack each other in earnest. “This strategy turns out to be self-defeating,” analyzes Rettich. “The charges undermine not only the credibility of the target, but also the integrity of the attacker.”
Senator McCain, who should profit most from Democratic infighting, did not do as well as expected: Although he stayed in the background of the campaign reports, he earned less positive coverage than Clinton or Obama. His tax proposals were billed as a populist gesture by the media. “Although McCain has achieved more attention for his economic platform than his Democratic contenders, his tax proposals have flopped,” Rettich points out. “Moreover, as his visibility is insufficient, McCain is not yet beyond criticism.”
War of words damages both Democratic candidates
Negative statements – mostly originating from the respective opponents – dominated reporting about Hillary Clinton and Barack Obama in the two weeks before the Pennsylvania Primary.
ABC, NBC, CBS candidate coverage, 2/11 – 4/24/2008: tone of coverage by weeks
Basis: all statements by or on Clinton and Obama on ABC, CBS, NBC evening news programs 2/11 – 4/24/2008
McCain struggles to stay on the screen
Senator McCain’s proposals fell victim to the journalists’ preoccupation with the Democratic race. McCain’s visibility continues to hover around a slice of 20% of the candidate coverage. This may be insufficient to insulate McCain against criticism.
ABC, NBC, CBS and Fox candidate coverage, 2/11 – 4/24/2008: volume of coverage by weeks
Basis: 34,887 statements by or on Clinton, Obama and McCain on ABC, CBS, NBC and Fox evening news programs 2/11 – 4/24/2008
International TV anticipated Clinton win
The drama of the Democratic race fascinated international TV news. Hillary Clinton’s charges against Obama were taken up by German, British and Arab TV journalists. They expected that Hillary Clinton would turn the table on Obama in Pennsylvania.
International TV coverage of Clinton, Obama and McCain, 2/4 – 4/23/2008
Basis: all statements by or on Obama, Clinton and McCain on 8 International news programs from 2/4 – 4/23/2008
To read the full Media Tenor election report in PDF format click 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.
For further information visit: MediaTenor.com
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