Media Tenor: Economic Worries Pose Problems for Both Candidates

New York, June 27, 2008: Economic issues put pressure on both McCain and Obama this week, with McCain facing a surge in negative ratings, while Obama contended with a sharp drop in positive ones.

“Neither candidate fared very well in the media when it came to the issues this week,” says Head of Political Analysis at Media Tenor International Markus Rettich. “Often, a positive image came down to merely who was rated less negatively.”

Media Tenor’s data showed that coverage of the economy became both more negative and a larger share of the news this week.

“The significant negative ratings the senators received on taxes and the economy should concern them both in this situation,” noted Rettich. “Obama was seen less negatively on the economy in general, but really suffered on tax policy. McCain had the opposite problem. If one candidate can turn their image around on these issues, it could create a huge advantage.”

Media Tenor’s Presidential Campaign Watch noticed an additional concern for Obama: he received no positive statements at all when it came to energy and the environment.

“With gas prices continuing to increase, this is a significant risk to his image,” Rettich says.

According to Media Tenor’s “Slant-O-Meter” McCain leads when it comes to most issues, while Obama maintains a clear advantage when it comes to polls and predictions. Despite this, McCain was, in fact, rated more negatively than positively in all of his top five issues — he just held an advantage over Obama, who faced even more critical coverage, especially on his tax policies.

“There’s concern that Obama’s tax proposals could have a negative effect on the GDP. But overall, disatisfaction over the economy seems to be influencing disatisfaction with both candidates,” Rettich concludes.

Fewer positives for Obama; more negatives for McCain

McCain faced a sharp increase in the percentage of negative ratings he received this week. While Obama held steady when it came to negativity, his positive ratings dropped, making it a difficult week for both candidates.

Newsweek, Time, ABC, NBC, CBS and Fox News coverage, 3/31 - 6/26/2008: 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 - 6/26/2008

Obama strikes out on energy and the environment

Obama garnered no positive statements at all when it came to the environment and energy issues – a potentially huge liability for him in the face of rising gas prices. Only in campaigning did he have more positive than negative ratings.

Newsweek, Time, ABC, NBC, CBS and Fox News coverage, 6/16 - 6/26/2008: Obama’s top 5 topics

Basis: all statements by or on Obama in Newsweek, Time, ABC, CBS, NBC and FOX evening news programs 6/16 - 6/26/2008

Top five topics all negatives for McCain

McCain found it difficult to win on any topic this week. Even news that he and the RNC are competitive with Obama’s historic fundraising efforts did not help him garner a larger share of positive coverage.

Newsweek, Time, ABC, NBC, CBS and Fox News coverage, 6/16 - 6/26/2008: McCain’s top 5 topics

Basis: all statements by or on McCain in Newsweek, Time, ABC, CBS, NBC and FOX evening news programs 6/16 - 6/26/2008

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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