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Balance in Campaign Coverage
Unformatted Document Text:  Balance in Campaign Coverage: Reporters’ Perceptions Abstract To examine the underlying contexts of the 2000 Bush-Gore campaign coverage, 113 political reporters were surveyed and six reporters were interviewed. Survey respondents perceived campaign coverage as more favorable for Bush, which was predicted by their perception of the coverage of candidates’ personalities. In-depth interviews revealed that reporters’ perception of what candidates deserved affected coverage of personality. However, their perception was sometimes inconsistent, based on inadequate or questionable information, or not grounded in solid reasoning. Although it does not always mean a lack of balance when a certain candidate received more favorable coverage, the media did not practice the norm of balanced coverage soundly in the Bush-Gore campaign. Key words: coverage balance, personality coverage, and political reporters

Authors: Son, Young Jun. and Weaver, David.
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Balance in Campaign Coverage:
Reporters’ Perceptions
Abstract

To examine the underlying contexts of the 2000 Bush-Gore campaign coverage, 113 political
reporters were surveyed and six reporters were interviewed. Survey respondents perceived
campaign coverage as more favorable for Bush, which was predicted by their perception of the
coverage of candidates’ personalities. In-depth interviews revealed that reporters’ perception of
what candidates deserved affected coverage of personality. However, their perception was
sometimes inconsistent, based on inadequate or questionable information, or not grounded in
solid reasoning. Although it does not always mean a lack of balance when a certain candidate
received more favorable coverage, the media did not practice the norm of balanced coverage
soundly in the Bush-Gore campaign.
Key words: coverage balance, personality coverage, and political reporters


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