The Role of Media in Choosing Our Candidates for National Office: Student Projects

Media Members Survey

"In a recent poll, I contacted the manager of a local television station (CBS affiliate) . . . I asked him, how they decide to give what airtime to what candidate, and his response was, 'We cover almost every major story about each candidate. . . . I also asked him (about) news anchors . . . 'News anchors are to report the news as it is told to them. They are a source in the information chain. Also the public must understand that if the news anchors enjoy the story they are following, they will put added emphasis into the coverage but this is not classified as favoring one candidate." FL

( How & who defines major?)

"When asked about the coverage of his newspaper, Editor Blaise Willig of the Northeast Times Booster stated that his publication tries their best to evenly cover candidates, especially the congressional candidates. When a 14 inch column on one candidate is published, a column of equal size is published as well about the opposing candidate. Also, the subject matter of their reports on the congressional candidates focuses more on the tangible topics.

The Northeast Times Booster frequently runs ,or did run during the congressional election, campaign reports of candidates involved with certain special interest groups. Whether they were giving a speech or showing support for a cause, the reports were more issue-oriented. . .

Yet, the public remains essentially unaware of the important standpoints that their congressman/woman hold. Somewhere in the communication link there is a loop-hole. It may be that the Northeast Times Booster just isn't a highly recognized political publication, or it may be that what the newspaper claims to (be) doing isn't being done effectively. People need to know what their congressman/woman is doing in office, what they are doing around the community and what they are doing to help the public.

The local media doesn't need to get into character and biographical issues, they just need to do a better job of reporting on the important and pertinent issues." MD

"According to Ken Selvaggi, News Director of WOWK-TV in Huntington, West Virginia, the media has to be fair or it is not credible. He says that as news director he gives everyone equal time with coverage determined by the importance of the race. For example the West Virginia governor's race would receive more coverage than the attorney general's race. In any case, a file is kept on who and how much is covered. When asked whether their news persuaded voters, he said that 'while they probably do, they don't try to.'" OH

(How & who defines importance?)

"I called two papers, the Eugene Register Guard and the Oregonian. Also, I called a Eugene television station, KEZI, to see how they established what to air. Another thing I did was talk to two candidates about their experiences with the media. I thought that it would be good to find out how they were treated by the media and how the media got their information from them." OR

"Our class called local radio, TV and newspapers and asked them if they favor either party. WXKO in Pana said officially they do not support any party, but unofficially, they are Democrats. . . They said that every report is biased in an unintentional way." IL

"How does electronic media decide what to cover in its small time allowance? According to Jeff Beauchamp, Vice President and Station Manager at WBAL Radio Station, the candidates that receive the most attention are 'ones that are most likely to garner a significant amount of votes. Also, candidates that are up for reelection gain attention. Traditional party candidates receive most of the focus, while independent candidates are given little attention. It is an unscientific evaluation.. . . .A former slogan at the WBAL newsroom was, Be first, but be accurate. These few words say a lot." MD