Neither Obama Nor Romney Has An Edge
On the eve of the conventions, the portrayal in the news
media of the character and records of the two presidential contenders in 2012
has been as negative as any campaign in recent times, and neither candidate has
enjoyed an advantage over the other, according to a new Pew Research study of
mainstream media coverage of the race for president.
More of what the public hears about candidates also now
comes from the campaigns themselves and less from journalists acting as
independent reporters or interpreters of who the candidates are.
An examination of the dominant or master narratives in the
press about the character and record of presidential contenders finds that 72%
of this coverage has been negative for Barack Obama and 71% has been negative
for Mitt Romney. The study, conducted by the Pew Research Center's Project for
Excellence in Journalism, examined the personal portrayal of the candidate in
50 major news outlets over a 10-week period.
In cable television,
Fox and MSNBC's coverage of the candidates' character themes are mirror images
of each other. Fox has offered a mixed view of Romney, but its assessments of
Obama's record and character have run negative by a ratio of six to one. The
numbers are almost identical, in reverse, for MSNBC. Meanwhile, CNN has offered
less about the campaign in general, but what is has, to a greater degree than
its cable rivals, resembles what audiences would find in the rest of the media.
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