The Media
Why are the media important
to democratic elections?
Why are the media important to
elections?
• Accountability requires citizens to have
information
• Help translate citizen preferences into
policy by helping determine issue agenda
• Help candidates communicate with voters
What are the principles that guide
reporters and publishers in their
coverage of elections?
Media incentives
• Publishers/editors: make a profit
• Reporters: write a story by deadline
• Reporters: maintain sources
What effects do the media have on
elections?
• Agendasetting and priming
• Framing issues
• Tone of coverage
(positive/negative/neutral)
Does the media just hold up a
mirror? Or does it shape election
outcomes?
What do the media cover?
• Presidential and gubernatorial elections
• NOT House/local/US Senate elections
What do the media cover?
•
•
•
•
•
Not politics
Sexy politics
High profile campaigns
“The Horserace”
“Inside baseball”
Local News Coverage, 2004, NewsLab
Elections
Crime
Local Interest
Teaser/Intro/Music
Sports/Weather
Health
Unintentional Injury
Business/Economy
Political/Government
(nonelection)
Iraq
Other
Advertising
Foreign Policy
How does media coverage
affect campaigns?
How do the media affect
campaigns?
•
•
•
•
•
•
•
Create name recognition
Create a dominant storyline about a candidate
Set expectations
Create bandwagon effects
“Prime” the electorate with issues
Evaluate candidate strategies
Report the outcome
How do campaigns try to
affect the media?
Free vs. paid media
• Free media: news organizations act as
intermediaries and communicate the
candidate’s message in their own frame
• Paid media: candidates pay to
communicate their message
How do campaigns try to affect the
media?
• Paid media—create their own message,
pay to advertise it
• Free media
– “Message of the day”
– Soundbites
– Physical and visual staging
– Avoiding complexity