New York, May 2, 2008: Media analysis reports support the conclusion that Senator Hillary Clinton succeeded in April in presenting herself as the generally more electable candidate compared with her opponent, Senator Barack Obama.

“Clinton was covered positively on those issues which were strong for Obama earlier this year but have now turned out to be a problem for him,” says Markus Rettich, Head of Political Analysis at Media Tenor International.

Current research, including that on yesterday’s evening news, shows that after weeks of similar negative or positive trends, Clinton took the advantage from a decrease in criticism of her in network coverage, while Obama clearly suffered from the second “Wright incident.”

Obama is under media scrutiny. “It’s not an unusual fate for a frontrunner,” Rettich notes based on previous research inside and outside the U.S. “But this time, it might cause a severe problem for him,” he says.

As Obama’s views on society became the top issue this week, he was unsuccessful in countering concerns about his platform. “That has led to a situation where Obama is losing media support on some of those issues that made him attractive to voters in the primary season,” Rettich said.

Positive statements about Obama’s voter potential have decreased and criticism of his general political goals has sharply increased. But does that mean the party is over?

“Not at all,” says Rettich.

Day by day analysis indicates ups and downs not only in media coverage but in public opinion as well. Public opinion is volatile and media coverage tends to be sensational and have an impact on it.

“Bosnian bullets yesterday, the Wright incident today – these examples show that all three major candidates have not yet successfully build up a solid image that could help them survive media image crises,” Rettich says.

It’s the same situation for the likely Republican nominee John McCain. His call for content has not led to a positive echo on his actual policy platform on either economic issues or in foreign policy.

“Currently the news media are not presenting any of the leading candidates as a convincing leader,” says Rettich, “but that might change – in any possible direction.”

Media push for Clinton

An analysis of this week’s and last week’s coverage shows that data indicate a clear media push for Clinton. One out of five statements was positive. Both her opponent Barack Obama and the likely Republican nominee John McCain were rated negatively.

Newsweek, Time, ABC, NBC, CBS and Fox News coverage, 4/21 – 5/1/2008: tone of candidate coverage

Basis: all statements on McCain, Obama and Clinton in Newsweek, Time, ABC, CBS, NBC and FOX evening news programs 4/21– 5/1/2008

Obama under scrutiny

Barack Obama was under extensive media scrutiny again. The Senator was mentioned in almost one fourth of all news reports in the six analyzed news media this week. Media interest in Hillary Clinton and John McCain clearly fell behind.

Newsweek, Time, ABC, NBC, CBS and Fox News coverage, 2/11 – 5/1/2008: volume of coverage

Basis: a total of 17,065 stories on ABC, CBS and NBC evening news programs 2/11 – 5/1/2008

Newsweek criticizes McCain’s platform

Newsweek questioned McCain’s foreign policy platform this week, while other media rarely covered McCain; the tone of coverage was quite negative. One out of five statements on McCain was critical.

Candidate coverage, 2/11 – 5/1/2008: tone of McCain coverage by weeks

Basis: all statements by or on McCain in Newsweek, Time, ABC, CBS, NBC and Fox evening news programs 2/11 – 5/1/2008

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,” Schatz explains. Media Tenor’s Presidential Campaign Watch focuses not only on Candidate standings, but also on topics and sources, while adding on 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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