Acceso usuarios
Glen Smith, Kathleen Searles
Most research examining partisan media effects uses individual differences in exposure to news sources to predict attitude change. In this paper, we improve upon this approach by using variations in cable news coverage to predict subsequent changes in viewer impressions of the candidates. This approach allows us to examine the distinct effects of in-party and out-party candidate coverage. Content analyses and survey data show that partisan media effects result from coverage of the opposition candidate, and not from coverage of the like-minded candidate. Specifically, during the 2008 presidential election, increased coverage of Obama (McCain) on Fox News (MSNBC) made viewers less favorable toward Obama (McCain). Meanwhile, coverage of McCain (Obama) on Fox News (MSNBC) had minimal effects on viewer impressions. These results suggest that media effects persist even during an era dominated by selective exposure.
