The Pew Research Center just published a new study called Winning the Media Campaign 2012, in which they broke down in a detailed analysis how each of the presidential candidates was portrayed by the media from August 27 through October 21.
The study looked at the way the two were talked about overall on Facebook and Twitter as well as by main stream media sources. Results were broken down into other specific areas including type of coverage, tone, and narrative.
Two cable channels were chosen for comparison because of their “ideological programming.” MSNBC and FOX both stood out when comparing positive coverage to negative.
MSNBC stood out the most said Pew.
On that channel, 71% of the segments studied about Romney were negative in nature, compared with just 3% that were positive-a ratio of roughly 23-to-1. On Fox, 46% of the segments about Obama were negative, compared with 6% that were positive-a ratio of about 8-to-1 negative. These made them unusual among channels or outlets that identified themselves as news organizations.
The study also found a difference between the three network evening newscasts and the morning shows. Obama also fared better in the evening, Romney in the morning.
An analysis of the coverage of the vice presidential candidates, meanwhile, found that Paul Ryan received roughly a third of the amount of coverage that Sarah Palin did in 2008. But of the two vice presidential candidates this year, Ryan and Joe Biden, Ryan received much more unfavorable coverage-28% unfavorable vs. 16% for Biden.
Read the full Pew study HERE
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