Media Influence On Political Campaigns

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Paul Herrnson discuss Media's influence on political campaigns in his book Guide to Political Campaigns in America. He discusses Walter Lippmann's point that “ Americans rarely experience politics firsthand; rather, they develop “pictures in their heads,” nearly all of which are provided by the media... Voters rely much more on the media than on the campaigns themselves. And they view the media as the more credible source of information.” (HERRNSON 212). Herrnson also lays out three functions of the media in campaigns: media as the primary source for campaign information, critics of the campaigns and watchers of misdeeds, and providing structure by prioritizing particular issues and events (HERRNSON 212). As previously mentioned, it was in …show more content…
It is no secret that many media sources show political leanings. In 1966 that was no different, however was there actually bias? Was coverage of the candidates fair? Jules Becker and Douglas A. Fuchs completed a study on two major California newspapers that published pieces on the 1966 gubernatorial campaign. It noted that the campaign was “one of the most bitter gubernatorial campaigns in California history,” ( BECKER645). The article also noted the high motivation of voters during this election cycle. The study was conducted to “determine the objectivity of two major” California newspapers on both sides of the political spectrum (BECKER645). The Sacramento Bee endorsed the incumbent and the Oakland Tribune endorsed Reagan. In the study, the contents of the dailies were observed: references to strategy, programs, ideology, and photos, article positions, etc.. The study concluded that the Bee was two times more favorable in column inches to Brown and the Tribune was more favorable to Reagan. Also noted, the Tribune had a more substantial neutral coverage of the campaign. Overall, it was concluded that the 4,000 column inches in coverage was fair in position to both candidates. That is not to say that coverage of the candidates was nice in both papers. The Bee published an article in which it was in agreement with the extremist claim being thrown at Reagan, providing names of groups and people Reagan had …show more content…
In reality, media reaction to Reagan's campaign was somewhat negative in its reaction to the new campaign style. Brown's coverage in the media was no better in some instances. One person noted that Brown was “getting politically eaten up alive, particularly by the San Francisco Examiner and the more sensationalist media.” (DE GROOT ELECTABLE 445). A Brown campaign worker noted that they were unprepared for the media onslaught and that it was a “mystifying” time.” (DE GROOT ELECTABLE 445). How Brown's campaign reacted to the media is another example of how Reagan triumphed. Reagan's team knew how to work television to their advantage, they knew how people understood messages on television. An example of this is during the primary. The night before the Republican primary, Reagan aired an appealing five-minute clip that did not interrupt any other program. Christopher, on the other hand, ran a fifteen-minute program that cut into the Tonight Show, this intrusion annoyed voters. (DE GROOT ELECTABLE
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