New York, June 13, 2008: Media Tenor’s analysis of current candidate coverage in the news media shows an increase in negative statements on both Obama and McCain.

“This week saw a more extensive discussion of the economic platforms of both candidates,” says Head of Political Analysis at Media Tenor International Markus Rettich, “but neither Obama nor McCain was really convincing.” Obama’s plan for tax relief for the middle class drew very little support in the news media.

On the other hand, McCain’s economic platform was also presented negatively. General remarks as well as specific statements on his tax policy were critical.

“Negative statements on both Obama and McCain were coming not only from the candidates’ remarks but from journalists’ assessments as well,“ explains Rettich. “When presented this way, a politician convinces only those voters who are already convinced.”

With today’s report Rettich introduces Media Tenor’s “Slant-O-Meter,” which sums up the coverage of the last four weeks.

“It shows that Obama was rated better – or, more accurately, less poorly – on economic, but not tax policy,” Rettch says.

Neither of the candidates were presented as having the right solutions, while at the same time recession coverage increased sharply in June. Almost one out of five network news reports mentioned the economic situation. 80% of these remarks were negative in tone.

As Senator Obama gained the advantage with his nomination week, polls show a solid lead for him. But Media Tenor’s day-by-day trend – usually a few days ahead of polling data – indicates a slight shift back to McCain in the day-by-day analysis.

“And the “Slant-O-Meter” shows McCain ahead both in leadership issues and in personality aspects,” adds Rettich.

Criticism increases of both Obama and McCain

Week-by-week analysis of candidate coverage shows an increase in negative statements about both Obama and McCain. The two candidates were covered negatively on their economic platform (see following slides in full pdf report here).

Newsweek, Time, ABC, NBC, CBS and Fox News coverage, 3/31 - 6/12/2008: tone of coverage by weeks

Basis: all statements by or on Obama and McCain in Newsweek, Time, ABC, CBS, NBC and Fox evening news programs 3/31 – 6/12/2008

Media Tenor’s “Slant-O-Meter”: Who’s rated better?

Media Tenor’s “Slant-O-Meter” sums up the last four weeks of coverage on individual topics, directly comparing positive and negative tones for both candidates. It shows that Obama was rated better (that is, less negatively) on economic issues but not tax policy.

Time, Newsweek, ABC, CBS, NBC and FOX evening news coverage, 5/19 – 6/12/2008

Basis: all statements by or on Obama and McCain in Time, Newsweek, ABC, CBS, NBC and FOX evening news programs, 5/19 – 6/12/2008

Recession coverage: media pressure increases

Current data show that coverage of the recession in June is so far showing a sharp increase. Almost one out of five network news reports mentioned the economic situation. 80% of these remarks were negative in tone.

ABC, NBC and CBS coverage of selected topics: Economy, 7/1/2007 – 6/12/2008

Basis: a total of 19,678 stories on ABC, CBS and NBC evening news programs 7/1/2007 – 6/12/2008

To read the full Media Tenor election report in PDF format click here.

For the third time, International Media analysis company Media Tenor is offering a detailed analysis of the U.S. presidential campaign. TV news coverage of the leading Presidential contenders is scrutinized at a detailed level. “The methodology was developed 15 years ago and has been successfully used not only to analyze the 2000 and 2004 U.S. Presidential campaigns, but also for International politics as well,” Rettich explains. Media Tenor’s Presidential Campaign Watch focuses not only on candidate standings, but also on topics and sources, while adding an international perspective. Results of Media Tenor studies will be regularly published on MediaChannel.org.

For further information visit: MediaTenor.com

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