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Alison Loat

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Are the Media "Horse-Racing" in This Election?

Posted: 11/05/2012 12:21 pm

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Election campaigns have always been fodder for journalists and media watchers to lament the state of political coverage in today's media. Usually, criticisms are levied on journalists' exuberance for the "horse-race" -- who's winning, who's losing -- at the expense of discussion on the issues citizens care about.

Recent research released in both Canada and the U.S., however, suggests this horse-race preoccupation is misguided and that energies would be better placed worrying about how to improve other aspects of media coverage.

Last week, the Pew Center's Project for Excellence in Journalism released a report of how the current U.S. presidential election is covered by print, broadcast and social media.

Pew found that, overall, this year's election coverage has focused less on the horse-race than in the 2008 contest. According to Pew's figures, 38 per cent of the coverage they examined was focused on campaign strategy, tactics and discussions on who was winning.

This is remarkably less than four years ago, when 53 per cent of the stories focused on the horse-race. In both elections, about 22 per cent of the coverage was focused on the candidates' policy positions.

Pew's research also examines the stories' tones, and found that the coverage of both Obama and Romney was usually mixed to negative, although Obama has more positive coverage before the October debates, and Romney afterwards. Little love lost for either man, or so it appears.

While no Canadian organizations provides the regular media monitoring of Pew in the U.S., research done by Samara, where I am a co-founder, provides an interesting comparison.

In an analysis of how the government's legislative agenda was covered last fall, Canadian media coverage was analyzed along some of the same dimensions.

Samara's research shows that political news is not overtly or routinely negative. It changes with the arch of the story and differs depending on the medium. Specifically, television news was consistently positive, while that of newspapers was consistently negative.

Furthermore, less than one-third of Canadian coverage was focused on the horse race. A full 44 per cent focused on policy issues. Of course, this is analysis that took place outside of an election, so we might expect less of the "who's up and who's down" coverage.

That said, it's notable that with one-third of Canadian stories focused on the horse race, Parliamentary journalists, in aggregate, are only slightly less focused on these kinds of stories than are U.S. reporters during an election. As noted above, Pew found 38 per cent of stories were dominated by the horse race.

So where should media analysts focus their energies?

The bad news for journalism, according to the Samara study, is how little fact checking, context or analysis was provided in the 7,500 stories it analyzed. Of those focused on government legislation, only 24 per cent were considered very informative.

That trend is echoed in the Pew report as well. Although it doesn't analyze for information specifically, as the report's author, Tom Rosensteil notes in this interview with CBC Radio's The Current, there is less background or context in election coverage today than in the past.

Here's his response to guest host Jonathan Goldstein's question, "Who do you think sets the agenda for the coverage, the media or the candidates themselves?"

"The candidates, and increasingly so. Technology makes the media move faster. Stories are less well-sourced than they used to be. In our earlier studies we've see that the source in stories tends, more often, to be candidates and their surrogates than was the case four, eight and 12 years ago."

This concern is also echoed in a recent post by Craig Kanalley in which he summarizes a discussion with Facebook VP Joe Lockhart, a former White House Press Secretary and broadcast journalist.

Lockhart also laments media's declining ability to inform the public, exacerbated by business challenges all journalism organizations are facing. Even fact-checking, which is on the rise due, in part, to organizations such as PolitiFact (of which Canada has no equivalent), cannot fill the void.

"Yes, there are fact checkers, but content producers are always going to beat fact checkers and censors," Kanalley reports. So what to do? Part of the responsibility falls to non-profit organizations, like Samara, who are investing in research into politics so to be a resource for citizens.

But as media columnist Tim Knight points out, there are other ways journalists can adapt in light of these data:

"The first is -- tell stories. Forget that damned inverted pyramid which demands that you start with the latest information and work backwards. Human beings neither understand nor retain information packaged that way. Particularly when it comes to complex information like politics.


Replace the pyramid with traditional storytelling, almost always chronological. Context first, followed by dramatic development and climax.

And when you've done all that, talk to the viewer like one human talking to another. And don't confuse speed and volume with authority and sagacity.

My second answer is -- newsroom bosses must demand that the story brings understanding to the reader or viewer. If it doesn't (unless it has some other overriding virtue) kill it."

Comments and ideas are welcome below.

Loading Slideshow...
  • 2012 -- Mitt Romney

    Republican presidential candidate, Mitt Romney, speaks at the podium as he concedes the presidency on November 7, 2012 in Boston, Massachusetts. (Photo by Matthew Cavanaugh/Getty Images)

  • 2008 -- John McCain

    Sen. John McCain, R-Ariz., gestures to his supporters, while his wife, Cindy looks on during his concession speech at the Arizona Biltmore in Phoenix, Tuesday, Nov. 4, 2008. (AP Photo/Elise Amendola)

  • 2004 -- John Kerry

    Former Democratic presidential candidate U.S. Senator John Kerry (D-MA) stands on stage with his wife Teresa Heinz Kerry after delivering his concession speech at Faneuil Hall on November 3, 2004 in Boston, Massachusetts. (Photo by Chris Hondros/Getty Images)

  • 2000 -- Al Gore

    Democratic presidental candidate Al Gore leaves the voting booth after casting his vote at Forks River Elementry School in Elmwood, Tennessee on November 7, 2000. (TIMOTHY A. CLARY/AFP/Getty Images)

  • 1996 -- Bob Dole

    Republican presidential candidate Bob Dole lowers his head while making his concession speech to supporters at a Washington hotel, on Tuesday, Nov. 5, 1996. (AP Photo/J. Scott Applewhite)

  • 1992 -- George H.W. Bush

    U.S. President George Bush concedes the election on Nov. 3, 1992 after losing to President-elect Bill Clinton. (BOB DAEMMRICH/AFP/Getty Images)

  • 1992 -- Ross Perot

    U.S. independent presidential candidate Ross Perot delivers his concession speech on November 3, 1992 after Democrat Bill Clinton won the presidential election. (Photo credit should read PAUL RICHARDS/AFP/Getty Images)

  • 1988 -- Michael Dukakis

    Democratic presidential candidate Michael Dukakis wipes his upper lip during the first presidential debate with his opponent U.S. Vice President George Bush in Winston-Salem, N.C. on Sept. 25, 1988. (AP Photo/Bob Jordan)

  • 1984 -- Walter Mondale

    Defeated presidential hopeful Walter Mondale addresses supporters at night, Tuesday, Nov. 7, 1984 at the St. Paul Civic center, conceding to President Reagan. (AP Photo/Jim Mone)

  • 1980 -- Jimmy Carter

    U.S. President Jimmy Carter concedes defeat in the presidential election as he addresses a group of Carter-Mondale supporters in Washington, D.C., on Tuesday, Nov. 4, 1980. (AP Photo/Barry Thumma)

  • 1976 -- Gerald Ford

    President Gerald Ford speaks in the White House Press Room in Washington on November 3, 1976, conceding defeat to Jimmy Carter. (AP photo/ stf)

  • 1972 -- George McGovern

    Sen. George McGovern and his family in Sioux Falls, election night, Nov. 7, 1972 after he was defeated by Richard Nixon, and conceding the election. (AP Photo)

  • 1968 -- Hubert H. Humphrey

    Vice President Hubert H. Humphrey spaks at the Alfred E. Smith memorial dinner in Waldorf Astoria on Oct. 16, 1968 in New York. (AP Photo/John Lent)

  • 1964 -- Barry Goldwater

    A contact sheet of Republican senator Barry Morris Goldwater of Arizona concedes the 1964 presidential election to President Lyndon Johnson at a press conference held at his campaign headquarters at the Camelback Inn, Phoenix, Arizona, on November 4, 1964. (Photo by Washington Bureau/Getty Images)

  • 1960 -- Richard Nixon

    Vice President Nixon points to home-made sign at airport as he arrives in home state to cast his ballot on Nov. 8, 1960 in Ontario, California. (AP Photo)

  • 1956 -- Adlai Stevenson

    Sen. John F. Kennedy of Massachusetts talks with Democratic presidential candidate Adlai Stevenson on August 12, 1956 in Chicago. (AP Photo)

  • 1952 -- Adlai Stevenson

    Movie Actress Piper Laurie (left) is wearing a donkey head beauty spot on her cheek as she chats with Gov. Adlai Stevenson of Illinois, Democratic presidential nominee in Portland on Sept. 8, 1952. (AP Photo)

  • 1948 -- Thomas Dewey

    Dewey ran as the presidential candidate of the Republican Party in the elections of 1944 and 1948. (Photo by Fox Photos/Getty Images)

  • 1944, 1948 -- Thomas Dewey

    Thomas Dewey (1902 - 1971) Governor of the State of New York broadcasting over the 'Crusade of Freedom' radio. Dewey was the presidential candidate of the Republican Party in the elections of 1944 and 1948. (Photo by Keystone/Getty Images)

  • 1940 -- Wendell Wilkie

    Wendell Willkie, rehearses a report to the nation at a New York City radio station on Oct. 26, 1942. Willkie was President Roosevelt's personal representative, and his Republican opponent in the 1940 presidential elections. (AP Photo/Murray Becker)

  • 1936 -- Alf Landon

    Gov. Alf M. Landon, G.O.P. presidential nominee, voting in Independence, Kansas on Nov. 3, 1936. (AP Photo)

  • 1932 -- Herbert Hoover

    Herbert Hoover is shown leaving Madison Square Garden, Oct. 31, 1932 in New York City, after delivering his major campaign address before a crowd estimated at 22,000. (AP Photo)

  • 1928 -- Alfred E. Smith

    Governor Alfred E. Smith speaks in New York on Nov. 2, 1928. (AP Photo)

  • 1924 -- John W. Davis

    John W. Davis, Democratic nominee for President of the U.S., and his wife, are pictured on the estate of Charles Dana Gibson at Seven Hundred Acre Island in Dark Harbor, Maine on July 21, 1924. (AP Photo)

  • 1920 -- James M. Cox

    Democratic candidates for the presidency and vice-presidency of the United States, Governor James M Cox and Franklin Delano Roosevelt (1882 - 1945) are seen at the head of a nomination parade in Dayton, Ohio on Nov. 1, 1920. (Photo by Topical Press Agency/Getty Images)

  • 1916 -- Charles Evans Hughes

  • 1912 -- Theodore Roosevelt

    Theodore Roosevelt during the progressive campaign of 1912. (AP Photo)

 

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