Mass Media and Presidential Elections

I. Historical overview

A. Penny press

· what made it possible: technology and literacy

· the advertising economic model ---à structural bias (audience driven)

B. Yellow Journalism – sensational advocacy journalism

C. Objective journalism—neutrality and balance, professionalism (NY Times)

C. Rise of photo-journalism by early 1900s – Alton Parker (D) skinny-dipping in 1904 – search for photo-ops to promote candidate image – who manipulates who?

D. Radio – 1920’s on – niche audiences and relatively cheap

E. TV – 1950s on – Checkers speech (1952)

· 1970-80s – evening news audience maxes out

· Fragmentation with new delivery formats (about 90% have either cable ot satellite)

F. Internet – the newest format that blends all other formats

· now over 75% have access

· bias toward young

· entertainment possibilities – Kerry “gas calculator” in 2004

II. Hard news

A. Horse Race Journalism

– game metaphor (driven by structural bias) – see Table 8.1 on p.259 for percentages

– strategy over substance

B. More info available but more entertainment options makes avoidance easier

C. Self-selection of bias on cable news: MSNBC/CNN/Fox

D. Bad news syndrome – bad news (mistakes, gaffes, failures, inconsistencies, loss of temper, conflict) is more newsworthy

E. The shrinking sound bite – from 42 seconds to 1968 to less than 8 seconds today

F. Framing – limited number of story lines

– Likely-loser and strong front-runner

– Bandwagon

– Front-runner loses ground

– Competiton theme – too close to call

– Spoiler scenario – Nader in 2000

G. Impact of hard news

§ Mostly reinforcement

· selective exposure – screen out things with which we disagree

· selective perception – or reinterpret to fit our existing bias

§ Source makes a difference in info – tv less and papers more

§ Agenda setting – what we thing about more than what we think

§ Priming – sets criteria by which we judge candidates

III. Soft news

A. Includes infotainment and talk shows: Daily Show, Letterman, Larry King, Oprah and so on

B. Why?

§ More time to talk

§ Less hostile environment/easier questions/treated like celebs

§ Different audience—lot of secondary coverage

§ Easier to show personal human side, not like politicians

IV. Debates

A. To debate or not debate?

Once optional – Johnson and Nixon

Bush 41 tried to avoid – chicken suits

Now a requirement

B. Who to include? Bipartisan Commission on Presidential Debates guidelines

C. Rules – dictated by leading candidate – tendency to play it safe

D. Preparation – a must to avoid disasters, but this distracts from spontaneity

E. Style and looks counts as much as substance

§ Dukakis and the “rape” question

§ Bush 41 and the wrist watch in 1992 Town Hall debate

§ McCain wandering around the stage in the town meeting format

F. Goals depend on nature of the race and standing

§ Challengers need to look presidential: strong, decisive, knowledgeable, confident, caring, cool under fire, command of facts

§ Need to address weaknesses

§ Good to exceed expectations

§ Frontrunners need to avoid mistakes—a tie is a win

G. Impact?

§ Usually little – see table 8.4 on p.274

§ VP debates usually only a sideshow, but some exceptions:

· Quayle/Lloyd Bentson in 1988

· James Stockdale in 1992—who am I? and his “answer”

· Sarah Palin in 2008?

V. Campaign Advertising

A. Advantage: more control over content

B. Disadvantage: less credible than other information on media

C. Number one expense in any campaign

D. Need to carefully test – Dukakis disaster in a tank photo op turned into an anti-Dukakis ad

E. Secondary play – well done or badly done ads may get more news coverage than what you actually pay for – e.g. Daisy Girl commercial in 1964

F. Timing:

§ positive to introduce candidate or reinforce image

§ negative to define opponent if possible—needs to be done early—Swiftboat ads in 2004; Willie Horton in 1988

§ positive at end to reinforce image/theme—Bush as a caring strong leader in 2004 Ashley ad

§ negative at end if you want to depress turnout of undecideds and increase turnout of strong partisan supporters

§ Late 2008 McCain ads: “I am Joe the Plumber” – negative or fair? Or just too late? “Testing a new president” using Biden’s words against Obama – negative or fair?

§ Other late ads—positive or negative? Can you learn about issues from the ads?

VI. Who is to blame? Us – the media and candidates give us what we want to hear -- Daily Show on ignorance of voters