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Balance in Campaign Coverage
Unformatted Document Text:  Coverage Balance 22 both local and national media”; “If you file something that’s vastly different from what the elite news organizations say, the bosses will think you are a clueless boob who missed the boat.” This study has a couple of limitations. First, the survey findings were based on a small survey sample, even though they appear to be representative enough to make generalizations to the entire population, and even though a convergence of respondents’ ideas seems to represent the basic values and sympathies embraced by a majority of campaign reporters. Second, the thoughts of voters and campaign actors (e.g., candidates and campaign staffs) will give a more comprehensive picture of media favorability and coverage balance. Third, it’s unclear whether the Internet works as a fortifying or weakening force in securing balance in campaign coverage. Some reporters mentioned that they tried to focus more on background and in-depth analyses because they were aware that audiences were surfing the Internet for the latest campaign developments. In spite of its limitations, the findings of this study should help us to incorporate media reality into the scholarly debate on coverage balance and personality reporting.

Authors: Son, Young Jun. and Weaver, David.
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Coverage Balance 22
both local and national media”; “If you file something that’s vastly different from what the elite
news organizations say, the bosses will think you are a clueless boob who missed the boat.”
This study has a couple of limitations. First, the survey findings were based on a small
survey sample, even though they appear to be representative enough to make generalizations to
the entire population, and even though a convergence of respondents’ ideas seems to represent
the basic values and sympathies embraced by a majority of campaign reporters. Second, the
thoughts of voters and campaign actors (e.g., candidates and campaign staffs) will give a more
comprehensive picture of media favorability and coverage balance. Third, it’s unclear whether
the Internet works as a fortifying or weakening force in securing balance in campaign coverage.
Some reporters mentioned that they tried to focus more on background and in-depth analyses
because they were aware that audiences were surfing the Internet for the latest campaign
developments. In spite of its limitations, the findings of this study should help us to incorporate
media reality into the scholarly debate on coverage balance and personality reporting.


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