Media Coverage of Elections: Suggestions for Change

"The Markle Commission on the Media and the Electorate was formed in 1988 to study the coverage of the Bush-Dukakis race. . . . The commission recommended action that would 'enhance the integrity, fairness, accuracy and effectiveness' in electing a president, yet fully respect and preserve the freedom of the press. Its primary desire was for the increased responsibility and involvement of American citizens. To involve more of them, the commission recommended the establishment of an American Citizens Foundation -- a permanent, nonpartisan organization charged with improving democratic involvements in U.S. electoral politics.

Funded by an automatic tax check-off, the Citizens Foundation would monitor political conduct and practice, commission research and report to the people. Working with an Advertising Council, it would attempt to create a national ad campaign for the electoral process.

Finally the Citizens Foundation, working with civic and professional organizations and school officials, would establish a national education program to inform the public better about the roles of the media, candidates, and citizens." PA

"The media was created to inform the people, not to control the people. It is time for a change!" IL

"Neutrality should become one of the bylaws of reporting, magazines should speak of all sides of the issues, and newspaper publishers should put personal opinions aside. The types of reforms would make the media a more accurate method of conveying politics and campaigning to the people. This would, in turn, make the democratic process an even more effective form of government." KY

"Are we determined enough to find out the truth about who we elect, and is Congress concerned enough to do something about it? If the answer is "yes", we have four years to improve our system. Are we all up to the challenge?" MI

"(There is a great need for) media coverage reform, . . . (via) the media itself rather than through Congress." TX

"Perhaps television station and newspaper owners alike may create a code for political coverage. They could do this by giving equal time to each candidate, avoid dredging up information that is not significant to the election, and having better mediated debates." MD

"I believe it is very important for the media to uncover corruption and scandals...If a country's government cannot be trusted and is corrupt, the country will not survive." PA

"The most effective reform would be aimed at the installation of a more comprehensive check system to make sure false information is not furnished without proof. Another way to improve the system would include reforming candidate funding methods and their ability to use government money to promote themselves or besmirch the reputation of others." CA

"There is a problem however, with the workings of our mass media. While giving us news, it lets us give very little back. This creates a one sided relationship with the audience members rarely sending any feed back, and when given the opportunity to do so, it is often misused or misdirected." TN

"The truth is that not being known is not these candidates' fault. They simply do not have the support and financial backing that the other candidates have. . . .To help out less supported candidates, laws could be made to provide a basic amount of money from the candidates' home state for campaign expenses. This money would probably have to come from the tax revenues." VA

"Other means of communicating campaign information are necessary to draw away the emphasis on media and to provide a fair chance for all candidates. As it stands now, the mass media are the most important factors in choosing our candidates for national office. Changes must be made to ensure 'liberty and justice for all.'" NH

". . . what efforts are being taken to help 'clean up' the media? There is a Code of Broadcast News Ethics which sets forth specific guidelines for media personnel, which should be enforced. In Article One it says, 'The primary purpose of broadcast journalists--to inform the public of events of importance and appropriate interest in a manner that is accurate and comprehensive--shall override all other purposes.' Later, in Article Four it states that, 'Broadcast journalists shall at all times display humane respect for the dignity, privacy and. . . well-being of person with whom the news deals.' Should not more focus be placed upon enforcing these rules?" OH

"One good suggestion would be to guarantee at least one free hour of publicity to each candidate per campaign. This way a candidate wouldn't be limited to public view by the size of his pocket book. Next, there could be some kind of standards by which the media should follow in covering the candidates. For example, every candidate should be represented, not only national candidates but also the local ones. Sometimes the media is so caught up with the 'big cahunas' that the others are . . .overlooked. Next, the owners should not be allowed to influence the reporters." VA

"The media should give the representatives of the lesser-known parties more public viewing time. To do this the government could give them a certain percent of the tax money and contributions given to all the campaigns. This may lessen the campaign budgets of the major two candidates, but only by a small amount." OH

"I think that in future elections, the Presidential debates should be carried out in a different manner. I think that around September, the candidates should have separate air time just to sit down and discuss their policies, much like Perot did this year. After each major candidate gets the time, there should be two major debates; a certain change from the regular three.

In my opinion the debates now could be shown on any comedy channel. I think the candidates should take the debates a little more seriously and maybe by having only two debates, the candidates would actually be willing to discuss their formats." NY

"First, every single serious candidate should have been covered. My definition of a serious candidate would be someone who is committed to the long haul over the course of the entire year of campaigning that is ahead. (How and who is to decide?). . . .

Once the true candidates are identified, the next step would be to present each individual to the people. Perhaps a documentary on each candidate. Tell about their lives and what they have to offer that would make them the best person to become president.

Also, there should be several formal debates over the course of the year. One idea would be to have debates of a singular style. Another would be to allow the candidate themselves to each host a debate with the format of their choice. But there should definitely be some communication between the general public and the candidates in person. . ..

Next, once the primaries are over and each political party has chosen their candidate, including the libertarians, independents, green party members, etc., increase the spotlight on the remaining candidates. Once Election day comes along, have full coverage of the returns, but no projections should be made until ALL of the polls (including Hawaii and Alaska) are in.

An important factor throughout the entire process that should remain the highest in priority is to relate the news as unchanged, unbiased information. Save the opinions for the editorial section.

Another idea for television would be to let the people talk to the candidates personally on television instead of pre-prompted questions with pre-considered answers.

Another thought would be to limit and control the never-ending polls and projections. Polls could sometimes be considered peer pressure, and could affect the decision of the voters.

Concerning scandals and private matters in the lives of the candidates, if it pertains to the candidate's personality, then it should be brought to attention. But there shouldn't be any hearsay and rumors from anchor persons on television and radio. If the event is a trivial matter, such as a candidate's cousin knocking off a liquor store, then leave it as such." MD

"A lid needs to be placed on the number of sound bites a network can show, or more dialogue from the candidate needs to be presented." KS

"What a true democracy needs is a responsible press, one that will recognize its own boundaries and carefully balance its responsibility for reporting the news with its desire to influence public opinion." SD

"Basically, the people of America need to accept their own share of responsibility. Rewarding leaders who talk seriously about issues is an exceptional idea because everyone would then concentrate on the main issues. . . . America needs to provide free prime television time for candidates to reduce campaign budgets in order to decrease the corruption in the media. Bipartisan Political Action Committees could help aid in the reformation of the media by monitoring the coverage given to candidates. Maybe even some laws regulating the coverage of candidates could be passed." VA

"It is hard to approach the subject of 'mud-slinging' and how to avoid this ugly aspect of campaigning because of the issue of free speech. Many consider the ban of such practices to be an interference with their rights, but it must be realized that the voters have the right to know the candidates as they really are, not as some rumor once described them. To avoid mud-slinging, it should be required that no candidate speak badly of another in public. Also, the media should be obligated to allow candidates the chance to give consent for the release of personal information." OH