Voice, Substance, and Cynicism in Presidential Campaign Media

Abstract

This study evaluates the emphasis and tone of press coverage of the 1992 U.S. presidential campaign and explores the extent to which candidates were given the opportunity to speak for themselves in the media. A range of media were examined and compared on candidate voice, substance, and cynicism. Newspapers gave the most space to analysis of public policy issues in the campaign, although generally in a more cynical tone than other media. Network television news often was cynical but offered proportionately as much information about candidates' positions and issues as newspapers did. While less cynical, local television news contained the least substantive coverage of any of the media. Campaign ads and television interviews contained a proportionately large amount of information about candidates' policy positions and personal qualities and also gave candidates a chance to speak for themselves. However, the television interview provided the optimum combination of substance, opportunity for candidate voice, and lack of cynicism.