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    October 13, 2024 ABA Task Force for American Democracy

    Six ways the media influence elections

    Andra Brichacek, University of Oregon - School of Journalism and Communication, November 8 2016
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    Summary

    Based on conversations with three scholars from the University of Oregon School of Journalism, this article describes the media’s role in the election process. It describes how the media can influence the trajectory of elections and candidates’ profile and popularity.

    Key Findings/Message

    The article discusses six themes about the role of the media in elections:

    1. Journalists’ decisions about how much to cover each candidate can shape voter perceptions. For example, during the 2016 Republican primary, Donald Trump generated an outsized proportion of media coverage, which may have helped his nomination.
    2. Major media outlets attract partisan audiences. This is likely because media outlets have tried to differentiate themselves and grow their viewership by presenting commentary and analysis beyond the scope of traditional factual reporting. The polarization of media coverage appears to drive polarization among news readers as well. Additionally, polarized coverage lends itself to one-dimensional narratives (or “scripts”) in the coverage of candidates, which also affect voter perceptions.
    3. A majority of Americans get their news from social media. This gives people more direct access to candidates than ever before and gives candidates unique control of their public image. At the same time, social media uses personalized algorithms to filter the news available to individuals, which can generate echo chambers.
    4. Visuals can also leave a lasting impression on the public. Photos can tell different stories about candidates, potentially revealing bias, and videos can create a permanent record of candidates’ behavior and statements.
    5. There has been greater focus on data journalism, both for fact-checking candidates’ statements and for polling that predicts the outcome of elections.
    6. Journalists continue to play a key role in monitoring the political system and serving as “watchdogs of democracy,” such as by monitoring the challenges faced by individuals attempting to vote.