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Balance in Campaign Coverage
Unformatted Document Text:  Coverage Balance 3 election campaigns. Political reporters’ professional experience will make them adept at noticing deviations of balanced coverage. Moreover, considering that they are a fully internal force in American politics, campaign reporters’ aggregate perceptions of coverage balance will be worth examining. Based on both surveys and in-depth interviews, this study has three goals. First, it will examine how political reporters who were on the road in the 2000 Bush-Gore presidential campaign perceived the campaign coverage in terms of media favorability and which campaign issue(s) was thought to affect their perceptions of media favorability. Second, it will investigate some underlying contexts of the campaign  for instance, what characteristics of the campaign affected reporters’ coverage of personality and policy. Third, it will combine the findings of quantitative and qualitative approaches so as to produce a more comprehensive picture of coverage balance in the 2000 campaign. A focus on campaign reporters is rare in academic studies of the media coverage of presidential campaigns. However, the author believes that focusing on reporters’ perceptions of campaign coverage will not only shed light on a way to incorporate media reality into scholarly debate on balance in coverage, but also have the potential to add significantly to scholars’ understanding of the media’s role in presidential campaigns. Balance and favorability in campaign coverage Previous studies of the individual campaign reporter in the presidential election have been rare. Congressional campaign reporters have sometimes been seen as giving more coverage to incumbents than to challengers despite the commitment to objective reporting, where unbalanced media coverage is often structural rather than political. 7 Reporters’ conformity to

Authors: Son, Young Jun. and Weaver, David.
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Coverage Balance 3
election campaigns. Political reporters’ professional experience will make them adept at noticing
deviations of balanced coverage. Moreover, considering that they are a fully internal force in
American politics, campaign reporters’ aggregate perceptions of coverage balance will be worth
examining.
Based on both surveys and in-depth interviews, this study has three goals. First, it will
examine how political reporters who were on the road in the 2000 Bush-Gore presidential
campaign perceived the campaign coverage in terms of media favorability and which campaign
issue(s) was thought to affect their perceptions of media favorability. Second, it will investigate
some underlying contexts of the campaign
for instance, what characteristics of the campaign
affected reporters’ coverage of personality and policy. Third, it will combine the findings of
quantitative and qualitative approaches so as to produce a more comprehensive picture of
coverage balance in the 2000 campaign. A focus on campaign reporters is rare in academic
studies of the media coverage of presidential campaigns. However, the author believes that
focusing on reporters’ perceptions of campaign coverage will not only shed light on a way to
incorporate media reality into scholarly debate on balance in coverage, but also have the
potential to add significantly to scholars’ understanding of the media’s role in presidential
campaigns.
Balance and favorability in campaign coverage
Previous studies of the individual campaign reporter in the presidential election have
been rare. Congressional campaign reporters have sometimes been seen as giving more coverage
to incumbents than to challengers despite the commitment to objective reporting, where
unbalanced media coverage is often structural rather than political.
7
Reporters’ conformity to


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