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MASS MEDIA’S
 PORTRAYAL OF RACE:
 THE 2008 PRESIDENTIAL
 ELECTION
Catherin Reuther
Bloomsburg University of Pennsylvania
   Racial identification is developed through
    social interaction (Doyle and Kao 2007).
   Sullivan & Johnson (2008)
     The  color of the skin within Black society has a
      debate of who is Black enough.
     When examining the aspect that during the
      election when Obama’s degree of “Blackness”
      was brought into questions instances when he
      was experiencing racism Blacks supported him as
      a form of solidarity.
   Major & Coleman (2008)
     The media affects what people think about politics.
      Evidence has been found that news content can be
      affected by stereotypes.
     In a case of a woman running against a minority in a
      campaign the minority’s race received more coverage
      then the woman gender.
   Race is the most influential predictor of voting
    behavior (Stockley 2008).
   Druckman (2005) did a comparison between
    television news and newspapers. He concluded
    that newspapers have more of an impact on
    voters then television due to quality not quantity.
Methods

   Top 14 Newspapers based on circulation
   LexisNexis Academic Database
     News

     Term- Candidates last name in quotations
     Headline only

     US Newspapers & Wires
Table 1.1- Top 14 Newspapers
                 Name of Newspaper           Circulation

                 USA Today                   2,281,831

                 Wall Street Journal         2,070,498

   LexisNexis did not Times
                 New York contain the following newspapers in
                                        1,121,623

   its database; Los Angeles Times***
                 Chicago Tribune, Long Island Newsday,
                                        907,997
   San Francisco Chronicle, and the Arizona Republic. It
                 Washington Post        740,947
   also only contained the most recent six months for the
                 New York Daily News    708,773
   Los Angeles Times.
                 Chicago Tribune**           643,086

                 New York Post               565,679

                 Long Island Newsday **      527,744

                 Houston Chronicle**         477,493

                 San Francisco Chronicle**   468,739

                 New York Newsday            459,305

                 Arizona Republic**          452,016

                 Chicago Sun-Times           432,230
Methods
   There were 2 stages of analysis
     Comparison    of Clinton and Obama
     Analysis of titles containing Obama

   Titles collected based on words in reference to
    race
     Including,   race, White, Black, African American,
      Biracial
     References to Black or African American Culture
      or White Culture
   Positive or Negative references
    3   word proximity
Methods- Stage I
   Comparison between H.Clinton and Obama
   February 4, 2007- August 28, 2008
Table 1.3- Direct Reference to
Results- Stage I
Table 1.2- Reference to Race
Race


                                                                % containing “Black” or “White” in
               Total number of titles   % referencing race
              Positive Direct Reference       Percentage     Negative Direct Reference      Percentage
                                                                       reference to candidate
      Clinton
Clinton                 2137
                          0                   1.97%
                                                  0%                     0       0%             0%
Obama Obama             3977
                          5                   5.93%
                                                1.91%                    66    2.29%          25.19%
Methods- Stage II
   Analysis of titles containing Obama
   February 4, 2007- November 4, 2008
Table 1.4.- Black & Biracial
Results- Stage II
Titles


             Direct Reference to Race       Reference to Race
             Frequency       Percent    Frequency        Percent

    Black       71           98.61        113             99.12

  Biracial      1              .14         1               .88
Table 1.5.- Title Categories

           Category                Total number of titles   Negative Reference   Positive Reference
                           Black            92                      43                   12
                Black and White             11                      7                     0
      Reference to Black Culture            28                       -                    -
     Black and African-American             4                       1                     0
               African American             7                       4                     1
Reference to Obama’s multiracial
                                             2                      -                    -
                          status
                        Minority             1                      -                    -
                          Negro              1                      -                    -
                       Prejudice             1                      -                    -
               Race and bigotry              1                      -                    -
                          White              15                    4                    0
                           Race              90                     -                    -
                           Color             9                     1                    0
                           Total            262                    60                   13
Discussion

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The Portrayl of Race in the 2008 Presidential Election

  • 1. MASS MEDIA’S PORTRAYAL OF RACE: THE 2008 PRESIDENTIAL ELECTION Catherin Reuther Bloomsburg University of Pennsylvania
  • 2. Racial identification is developed through social interaction (Doyle and Kao 2007).  Sullivan & Johnson (2008)  The color of the skin within Black society has a debate of who is Black enough.  When examining the aspect that during the election when Obama’s degree of “Blackness” was brought into questions instances when he was experiencing racism Blacks supported him as a form of solidarity.
  • 3. Major & Coleman (2008)  The media affects what people think about politics. Evidence has been found that news content can be affected by stereotypes.  In a case of a woman running against a minority in a campaign the minority’s race received more coverage then the woman gender.  Race is the most influential predictor of voting behavior (Stockley 2008).  Druckman (2005) did a comparison between television news and newspapers. He concluded that newspapers have more of an impact on voters then television due to quality not quantity.
  • 4. Methods  Top 14 Newspapers based on circulation  LexisNexis Academic Database  News  Term- Candidates last name in quotations  Headline only  US Newspapers & Wires
  • 5. Table 1.1- Top 14 Newspapers Name of Newspaper Circulation USA Today 2,281,831 Wall Street Journal 2,070,498 LexisNexis did not Times New York contain the following newspapers in 1,121,623 its database; Los Angeles Times*** Chicago Tribune, Long Island Newsday, 907,997 San Francisco Chronicle, and the Arizona Republic. It Washington Post 740,947 also only contained the most recent six months for the New York Daily News 708,773 Los Angeles Times. Chicago Tribune** 643,086 New York Post 565,679 Long Island Newsday ** 527,744 Houston Chronicle** 477,493 San Francisco Chronicle** 468,739 New York Newsday 459,305 Arizona Republic** 452,016 Chicago Sun-Times 432,230
  • 6. Methods  There were 2 stages of analysis  Comparison of Clinton and Obama  Analysis of titles containing Obama  Titles collected based on words in reference to race  Including, race, White, Black, African American, Biracial  References to Black or African American Culture or White Culture  Positive or Negative references 3 word proximity
  • 7. Methods- Stage I  Comparison between H.Clinton and Obama  February 4, 2007- August 28, 2008
  • 8. Table 1.3- Direct Reference to Results- Stage I Table 1.2- Reference to Race Race % containing “Black” or “White” in Total number of titles % referencing race Positive Direct Reference Percentage Negative Direct Reference Percentage reference to candidate Clinton Clinton 2137 0 1.97% 0% 0 0% 0% Obama Obama 3977 5 5.93% 1.91% 66 2.29% 25.19%
  • 9. Methods- Stage II  Analysis of titles containing Obama  February 4, 2007- November 4, 2008
  • 10. Table 1.4.- Black & Biracial Results- Stage II Titles Direct Reference to Race Reference to Race Frequency Percent Frequency Percent Black 71 98.61 113 99.12 Biracial 1 .14 1 .88
  • 11. Table 1.5.- Title Categories Category Total number of titles Negative Reference Positive Reference Black 92 43 12 Black and White 11 7 0 Reference to Black Culture 28 - - Black and African-American 4 1 0 African American 7 4 1 Reference to Obama’s multiracial 2 - - status Minority 1 - - Negro 1 - - Prejudice 1 - - Race and bigotry 1 - - White 15 4 0 Race 90 - - Color 9 1 0 Total 262 60 13