| Media Tenor Presidential Campaign Watch |
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| Written by Administrator | |
| Monday, 24 March 2008 | |
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- Obama fights back - but race issue undermines his act - Leadership proves to be Obama's Achilles' heel - Recession in reporting - if not in words 
New York, March 20, 2008: Barrack Obama is fighting for the survival of his campaign. Up-to-data analysis of political coverage in US TV news shows a collapse of media support for Barrack Obama after the revelation of the divisive remarks from his long-term spiritual mentor, the Rvd. Jeremiah Wright. “Although Obama fought back with his speech in Philadelphia,” explains Roland Schatz, President of Media Tenor International, “the discussion has undermined his claim to transform race relations in the US.” At the same time, analysis of political coverage in ABC, CBS, NBC and Fox news, shows Hillary Clinton reclaiming lost ground after her win in Texas. TV coverage of the Democratic nomination continues to focus on campaigning and leadership issues – which more and more evolve into Obama’s Achilles’ heel. Doubts about his lack of experience have haunted him since the beginning of the campaign, but they have been balanced by the momentum of his early wins. But after his failure to beat Clinton in Texas, criticism prevails. In March, more than 1 in 4 statements on Obama’s leadership qualities was negative. The latest setbacks at the polls have driven critical reporting about Obama, while Hillary Clinton profited from her comeback. “As none of the two contenders is expected to win a majority of delegates, journalists anticipate advantages for Clinton,” Schatz points out. Negative TV coverage of the economy reached a new peak in March. As the financial meltdown on Wall Street continues, politicians struggle to maintain an optimistic outlook, while more than 70% of Americans see their country already in a recession. However, the economic problems have had little impact on the Presidential campaign. But when TV reported about the economic policies of the candidates, critical comments prevailed. “It seems unlikely that one of the contenders can turn the economic upheavals into an advantage,” concludes Schatz. Obama's speech dominates TV coverage this week With the uproar over the divisive remarks of Obama’s long-term spiritual mentor, TV coverage focused on the Senator from Illinois. In the first four days of this week, his opponents Hillary Clinton and John McCain reached a low point in terms of volume. ABC, NBC, CBS and Fox candidate coverage, 1/1 – 3/19/2008: volume of coverage by weeks  Basis: all statements by or on Clinton, Obama and McCain on ABC, CBS, NBC and Fox evening news programs 1/1 – 3/19/2008Media support for Obama caves in Although critical comments on Obama were not excessive, the drop in positive coverage was more significant – indicating a growing ambivalence in the media, as well as the impact of Obama’s Philadelphia speech. ABC, NBC, CBS and Fox News candidate coverage, 1/1 – 3/19/2008*: tone of coverage by weeks   Basis: all statements by or on Clinton and Obama on ABC, CBS, NBC and Fox evening news programs 1/1 – 3/19/2008 (*individual newscasts missing)Cracks in Obama's story benefit Clinton The revelation of Obama's long-standing association with a controversial black congregation has tilted the trend again, as Hillary Clinton won plaudits for her resilience in the face of Obama’s early lead in the primaries. ABC, NBC and CBS candidate coverage, 2/18 – 3/19/2008: tone of coverage by days  Basis: all statements by or on Obama and Clinton on ABC, CBS and NBC evening news programs 2/18 – 3/19/2008Recession in reporting – if not in words In March, coverage of the economy reached a new peak in terms of volume. At the same time, ¾ of all stories painted a negative picture. In the week of the breakdown of Bear Sterns, 74% of Americans accordingly believed the economy to be in a recession. ABC, NBC and CBS coverage of selected topics: Economy, 7/1/2007 – 3/19/2008   Basis: a total of 15,274 stories on ABC, CBS and NBC evening news programs 7/1/2007 – 3/19/2008Iraq anniversary stops optimistic trend Declining coverage of violence in Iraq has given credit to the Administration’s claims that the situation is improving in Mesopotamia. But a more in-depth analysis on the occasion of the fifth anniversary of the invasion stops the upward trend in the polls. ABC, NBC and CBS Iraq coverage, 7/1/2007 – 3/19/2008   Basis: a total of 15,274 stories on ABC, CBS and NBC evening news programs 7/1/2007 – 3/19/2008To 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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| Last Updated ( Tuesday, 25 March 2008 ) |
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