Montague Kern

The focus group method, political advertising, campaign news, and the construction of candidate images

This study demonstrates how the focus group method may be linked to simulation to produce a new tool for analyzing campaign discourse. It provides evidence about the origin, development, and dynamic revision of candidate schemas over time and shows how political information is interpreted and utilized. Stimulus materials are drawn from the 1990 Jesse Helms‐Harvey Gantt Senate race. Results show that advertising messages are far more likely than campaign news to stimulate discourse, and that negative ads can be highly effective against the target even as the author is penalized for dirty campaigning. Analysis of the discourse illustrates the impact of televised political messages that resonate with an individuals deeply held values and affects, such as attitudes toward race and homophobia.

Social Capital and Citizen Interpretation of Political Ads, News, and Web Site Information in the 1996 Presidential Election

In 1996, citizens made heavy use of political ads and news. Expressions of mistrust of candidates and the electoral process are widespread among viewers who recall political ads. Combining information and solidarity-building functions, the World Wide Web offers the promise of re-building social capital.

Factors Influencing Decisions by Local Television News Directors to Develop New Reporting Strategies During the 1992 Political Campaign

This study suggests that local television news directors may be considering new reporting strategies during political campaigns. The impetus appears to be a concern that citizens are getting more of their political information from the advertisements, along with a recognition that new technologies might be used in new and innovative ways during election seasons. Variables associated with the willingness to adopt new technologies and consider new political reporting strategies are analyzed.

Disadvantage Al Gore in Election 2000 Coverage of Issue and Candidate attributes, including the Candidate as Campaigner, on Newspaper and Television News Web Sites

Content analysis examines network television as well as national, regional, and chain newspaper internet news during the 2000 U.S. presidential “e-conventions” and finds a focus on candidate attributes including those related to the campaign. At his Republican convention, George Bush received positive coverage on character attributes as well as foreign and domestic policy issues, including those relating to race, which exemplified compassion or “heart” as some coverage gushed. He was also credited with running a positive campaign despite weekly press releases suggesting that Al Gore was a synthetic candidate. Negative coverage of Gore that occurred in television news during the preseason and primary election continued in online news during both conventions, as Gore and vice presidential candidate Joe Liebermans speeches received positive coverage. Procedural issues, which are important for governance, along with Gores environmental record were ignored.

Cautious Optimism A New Proactive Role for Local Television News Departments in Local Election Coverage

A population study of television news directors was conducted in spring 1992 to assess their plans for coverage of the 1992 election. The findings revealed an interest in providing greater election analysis, with strong emphasis on the coverage of political advertising. In addition, the news directors reported that they planned to use the new satellite-based technologies to enhance their coverage efforts. These changes might signal a significant new proactive role for local television news in election coverage.