Numbers, Facts and Trends Shaping Your World
There wasn’t much good news in the media campaign narrative for either John McCain or Barack Obama last week. The big McCain story was a staff shakeup that exposed internal problems in the campaign. Meanwhile Obama was trying to prove his patriotism, avoid charges of flip-flopping, and minimize the damage from a surrogate controversy.
Barack Obama’s efforts to heal the wounds of the primary battle and to reconcile with the Clintons were the major story lines in last week’s coverage of the Presidential campaign. And they’re a big reason why the Democratic nominee generated about twice as much coverage as did John McCain.
Barack Obama and John McCain sparred over offshore drilling and campaign financing, and former Presidential contender Al Gore generated headlines with an endorsement of Obama. But the coverage last week also focused on two people—Michelle Obama and George Bush—who may have a major impact on the outcome of the election.
In the kickoff week of full-time general election coverage, a collection of policy issues—from the war to gas prices—made up the leading media campaign narrative. But the press also lavished considerable attention on one high-profile controversy and on some of the ill will left over from the Democratic primary battle.
In the last official week of the long and grueling Democratic nomination battle, Barack Obama captured his party’s top prize. But it was Hillary Clinton—by providing most of the week’s suspense and drama—who proved she could still dominate the story line in defeat.
It was another dramatic week for Democrats as the party doled out Florida and Michigan delegates and Obama faced another pastor problem. But as that nominating battle winds down, the bigger news may be the increasingly heated skirmishes over Iraq between Obama and McCain.
What were the dominant personal narratives conveyed in media coverage of the presidential candidates? Which contenders fared best in the press and how critical was that coverage in influencing public opinion? How did those candidate story lines change over time? A new PEJ study of the 2008 primary season examines these questions.