Newsletters

Media Tenor: Race Heats Up As Candidates Go On Offensive
2008-08-08

Candidates increase criticisms of each other -- McCain pulls ahead in polls and predictions -- Experience gap continues to weigh on Obama

New York, August 8, 2008: As the Democratic and Republican conventions approach, the presidential campaign has heated up with both candidates going on the attack.

“The candidates have stepped up their criticisms of each other,” says Roland Schatz, President of Media Tenor International, “this means that they’re both facing a significantly greater share of negative statements in their media coverage. The shift in tone also puts Obama and McCain at risk of being criticized for the increased intensity of their campaigns. For example, there’s already been some push-back on McCain’s latest attack ad.”

Meanwhile, Media Tenor successfully predicted Obama’s continued slide in the polls on the basis of his media image.

“Previously Obama always dominated when polls and predictions were discussed, but high expectations may have harmed him,” notes Schatz. ”McCain is now getting much more favorable coverage in this area, and the election is starting to look like a real competition.”

Additionally, the so-called leadership gap continues to weigh on Obama. Even as he gains ground on specific topics, a large share of his coverage when it comes to general leadership issues remains negative.

“It’s increasingly looking like Obama faces a serious struggle to convince the media that he has the experience to be president. Even when Obama is ahead on individual issues, McCain is consistently rated better on leadership,” Schatz points out. “This will probably be a major factor in his choice of a Vice President. Obama needs to choose someone the media regards as experienced in order to reassure voters.”

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,” Schatz explains. Media Tenor’s Presidential Campaign Watch focuses not only on candidate standings, but also on topics and sources, while adding an international perspective. Results of Media Tenor studies will be regularly published on MediaChannel.org.

<< back <<

Please login to get more in pdf

www.agendasetting.com

www.mediatenor.de

User subscribtions

Name: *
Surname: *
E-mail: *
Company: *
Position:
Address:
Phone:

	Subscribe me for Newsletter
Weekly newsletter offers media trends, agenda setting research, media image analysis and latest studies of Media Tenor research institute.
	FREE Trial Subscription of Quarterly Journal *
This quarterly journal highlights trends in the coverage of current issues and includes research about the effects of media coverage on business, politics, society and the economy. (Annual subscription fee: €90 - US $90). Free Trial Subscription: Fill out the form above to request a free trial subscription (worldwide free of charge*). If you are not satisfied with the journal, simply write cancel on the bill and return it to: Media Tenor, 15 West 26th Street, 5th Floor R., New York, NY 10010, USA. If you do not cancel the subscription within 60 days after the free trial issue, you will continue receiving the quarterly journal and will be charged for all the following issues.
	Send me an Image Brochure

	Apply for Membership in Agenda Setting Network
Using Media Tenor’s interdisciplinary approach, the Agenda Setting Network links TOP communication scientists, heads of corporate communications, CEO’s, CFO’s, politicians, and NGO representatives and gives them the opportunity to meet with publishers and editors-in-chief on an international level in order to discuss trends in journalism, reputation management, media impact, and communication. Members meet once a year at a conference and have access to the Agenda Setting Network discussion forum as well as case studies. They are able to profit from mutual experience and networking. Members of the network will meet at the 11th International Agenda Setting Conference - Overcoming the Trust Meltdown, 27th-29th October 2010, Rapperswil, Switzerland.

Password: *
Password repeat: *

Login
E-mail:
Password:


New User

Web-sites

Knowledge Partners