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DOCUMENT RESUME ED 415 539 CS 509 664 TITLE Proceedings of the Annual Meeting of the Association for Education in Journalism and Mass Communication (80th, Chicago, Illinois, July 30-August 2, 1997): Mass Communication and Society. INSTITUTION Association for Education in Journalism and Mass Communication. PUB DATE 1997-07-00 NOTE 321p.; For other sections of these Proceedings, see CS 509 657-676. PUB TYPE Collected Works Proceedings (021) Reports Research (143) EDRS PRICE MF01/PC13 Plus Postage. DESCRIPTORS Athletics; Comparative Analysis; Immigration; Internet; *Journalism; *Mass Media Effects; *Mass Media Role; Media Research; *News Media; Political Attitudes; Presidential Campaigns (United States); Public Relations IDENTIFIERS Faculty Attitudes; Generation X; Issue Salience; *Media Ethics; *Political Advertising; Television News Magazines ABSTRACT The Mass Communication and Society section of the Proceedings contains the following 11 papers: "A Cynical Press: Coverage of the 1996 Presidential Campaign" (Sandra H. Dickson, Cynthia Hill, Cara Pilson, and Suzanne Hanners); "JMC Faculty Divided: Majority Finds Dozen Uses for Research" (Fred Fedler, Maria Cristina Santana, Tim Counts, and Arlen Carey); "Consequences of Negative Political Advertising Exposure" (Wayne Wanta, James B. Lemert, and Tien-tsung Lee); "Sensational: A Comparison of Content and Presentation Styles of the '60 Minutes" and 'Dateline NBC' Television News Magazines" (Patrick J. Sutherland); "Issue Salience and the Third-Person Effect: Perceptions of Illegal Immigration in a Southwestern Region" (Frances R. Matera and Michael B. Salwen); "Truth and Consequences: Media Ethics and the Movement to Minimizing Harm" (Sharon Logsdon Yoder and Glen L. Bleske); "Public Information and Public Dialogues: An Analysis of the Public Relations Behavior of Newspaper Ombudsmen" (Craig Sanders and Neil Nemeth); "Who's Responsible for Journalism?" (John H. McManus); "Of Sports Pages and Bad Attitudes: An Investigation of the Relationship between Attention to Sports Media and Attitudes towards Women's Sports" (Lisa M. Weidman); "Trusting the Media and 'Joe from Dubuque' Online: Comparing Internet and Traditional Sources on Media Credibility Measures" (Thomas J. Johnson and Barbara K. Kaye); and "The Legitimization of Generation X: A Case Study in Status Conferral" (Rebecca Chamberlin). Individual papers contain references. (CR) ******************************************************************************** * Reproductions supplied by EDRS are the best that can be made * * from the original document. * ******************************************************************************** PROCEEDINGS OF THE ANNUAL MEETING OF THE ASSOCIATION FOR EDUCATION IN JOURNALISM AND MASS COMMUNICATION (80th, Chicago, Illinois, July 30-August 2, 1997): MASS COMMUNICATION and SOCIETY U.S. DEPARTMENT OF EDUCATION Office of Educational Research and Improvement PERMISSION TO REPRODUCE AND EDUCATIONAL RESOURCES INFORMATION DISSEMINATE THIS MATERIAL HAS CENTER (ERIC) BEEN GRANTED BY This document has been reproduced as received from the person or organization riginating it. Minor changes have been made to improve reproduction quality. Points of view or opinions stated in this TO THE EDUCATIONAL RESOURCES document do not necessarily represent INFORMATION CENTER (ERIC) official OERI position or policy. 1 ii lU T COPY AVAll 11ALE 4 t A Cynical Press: Coverage of the 1996 Presidential Campaign Sandra H. Dickson, Cynthia Hill, Cara Pilson and Suzanne Hanners Department of Communication Arts The University of West Florida Pensacola, Florida 32514 Ph: (904)474-2834 Fax: (904)474-3153 e-mail: [email protected] Running Head: A CYNICAL PRESS Association for Education in Journalism and Mass Communication Mass Communication and Society Division August 1997 A CYNICAL PRESS: COVERAGE OF THE 1996 PRESIDENTIAL CAMPAIGN ABSTRACT An analysis of 332 CBS and Washington Post stories on the 1996 presidential campaign revealed coverage which was cynicalin nature. Three factors suggest this to be the case: (1) the news organizations used overwhelmingly a "game" rather than "policy" schema in campaign coverage; (2) the sample, while chiefly objective in tone, contained few positive stories and a high percentage which were negative; and, perhaps most importantly, (3) when motives were attributed to the candidates, they were almost exclusively categorized as self-serving and more often than not the reporter served as the source for the motive statement. 2 A CYNICAL PRESS: COVERAGE OF THE 1996 PRESIDENTIAL CAMPAIGN Media scholars and critics have described press coverage of presidential campaigns as increasingly negative and cynical in tone. Patterson (1994) in his extensive quantitative analysis of Time and Newsweek coverage of presidential candidates found during the 1960s "candidates received largely favorable news coverage; whereas, "today, their coverage is mostly negative" (p. 20). In a similar vein, the Annenberg Public Policy Center (1996) analyzed news coverage of four presidential campaigns- 1960, 1980, 1988 and 1992--and concluded: "Press coverage suggests that campaign discourse is more negative than it actually is" (p. 5). Likewise, Lichter and Noyes (1995) in their analysis of television news coverage of presidential campaigns, observed that: "Likely winners are depicted as dangerous manipulators of an unwary public, while likely losers are dismissed as incompetent bumblers" (p. 168). Moreover, Patterson (1994) found public opinion polls since the 60s reveal voter attitudes toward presidential candidates have been largely lockstep with news coverage; in other words, as the press portrayal of candidates became more negative and cynical so too did public opinion. Gordon contends that considering the cynical tone of press coverage it is not surprising a "self-fulfilling prophecy has taken place: The public has little trust in government. Ironically, the public also has little trust in media (Gordon, 1995)." 5 3 A Cynical Press By examining the degree to which "cynicism" is found in sample CBS and Washington Post news reports on the 1996 presidential campaign, this study may shed light on the nature of press cynicism and its implications for the political process. Fallows (1996) suggests this preoccupation with "the cynical game of politics threatens public life itself, by implying day after day that the political sphere is mainly an arena in which ambitious politicians struggle for dominance, rather than a structure in which citizens can deal with worrisome collective problems (p. 31)." A chorus of other scholars have echoed the same theme (e.g., Bennett, 1982; Entman, 1989; Rosen, 1992; Adatto, 1993; Graber, 1987 & 1992; Hallin, 1992 & 1994; Patterson, 1994 ; Gordon, 1995; Lichter & Noyes, 1995; Schudson, 1995) In measuring cynicism, this study focused on two elite news organizations: CBS and the Washington Post. Media critics and scholars have suggested television news is more susceptible to cynicism than the printed press because of the networks' heavy reliance on the contrived "events" that a campaign produces (e.g., Robinson, 1976; Ewen, 1988; Taylor, 1990; Auletta, 1992; Adatto, 1993; Hallin, 1994; Fallows, 1996). Furthermore, television news was selected for analysis because the majority of American voters rely on television for their political news (The Freedom Forum Media Studies Center, 1996, p. 6). 4 A Cynical Press The Washington Post was selected for two reasons: (1) to see what cynicism exists in a preeminent print source for presidential campaign news and (2) in order to gain insight into what differences, if any, may exist between print and television media. In regard to the latter, Sigelman and Bullock (1991) argue those media critics who hold television news as more culpable in defective political coverage than newspapers are overlooking a significant body of research suggesting there is little difference in print and broadcast portrayal of political campaigns. Indeed studies by Patterson (1976), Graber (1980) and Robinson and Sheehan (1983) support the claim that broadcast and print media cover campaigns in very similar fashions. A study of recent campaign coverage also suggests this to be the case (Annenberg Public Policy Center, 1996). However, none of these studies specifically measured the construct of cynicism. What is Press Cynicism? Symptoms of press cynicism may be found in what Carey (1986) describes as American journalism's preoccupation with explaining the motives of political actors. In his words: "Motive explanations end up portraying a world in which people are driven by desires no more complicated than greed" (pp. 180-81). Carey's concept of "motive explanations" is a useful lens through which to view cynicism, primarily because it enables us to distinguish cynical from skeptical reporting and posit why the latter is to be preferred.1 5 A Cynical Press Skeptical reporting is grounded in realism and stands in marked contrast to cynical coverage. Coffey (1996) notes skepticism questions authority "but doesn't deny that an elected official can act from authentic statesmanship" (p. 7). On the other hand, when journalists reduce all official actions chiefly to self interest, they employ the language of cynicism. As Stiver notes: "Cynicism makes things worse than they are in that it makes permanent the current condition, leaving us with no hope of transcending it" (1994, p. 13). Ettema and Glasser (1994) see journalism's use of irony, characterized in part by language which