Third Party & Independents Archives

Focus on Horse Race Unfavorable for Bush; Kerry Leans on Campaign Coverage

NEW YORK - The latest report from Media Tenor, an independent institute examining the presidential election media coverage, shows that in the last week, 60% of all reports on George W. Bush’s performance both in polls and in the election horse race were negative. The networks’ extensive coverage of recent poll results creates an added challenge for Bush’s campaign. Horse race and poll coverage have a potentially larger impact than other news coverage, as a bandwagon-effect often sways public opinion, engendering further swings in voter-preference.

Meanwhile, John Kerry's presence on the evening news would be negligible if not for his campaign efforts and political advertising. Almost half of Kerry’s coverage consisted of news on his campaign efforts and appearances.The only actual policy-related issue Kerry had any say on in the news in mid-May was foreign policy. His statements on foreign policy, however, were eclipsed by the president’s, which out numbered Kerry’s six to one.

Both Bush and Kerry suffered notable setbacks in their media representation last week, with lower media presence and a more negative tone in coverage on all TV networks.

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Posted by Isadora Badi at May 26, 2004 9:16 AM