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A content analysis of media bias in the 2008 election

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  1. 1. A Content Analysis of the 2008 Election <br />Lane clegg<br />Miami University<br /><br /><br />Media Bias<br />
  2. 2. Bias <br />Bias: a concept used to account for perceived inaccuracies to be found within media representations (Hartley, 2002) <br />
  3. 3. Review<br />Bias toward the privileged<br />Finding bias in opposition<br />Preconceived bias <br /> 2004 Presidential Election <br />“No Doubt About It: All but Fox News Tipping Obama’s Way” <br />
  4. 4. Research Questions<br />RQ1: Did a bias exist in election night coverage? <br />RQ2: If there was a bias presented, was there a distinct difference between the networks? <br />RQ3: Was bias more prominent within the segments featuring political partisans than within segments strictly reporting election results? <br />
  5. 5. Methodology <br />Random selection of news coverage from the day before, day of, and day after the 2008 election <br />Evening newscast on the day before and day after <br />One day time hour, one evening hour on election night <br />Coded each individual story according to Zeldes<br />
  6. 6. Methodology<br />Who was mentioned first? <br />Which candidate received more total time? <br />Video featuring Republican or Democratic campaign activities? <br />Audio clips or sound bites featuring Republican or Democratic partisans? <br />
  7. 7. RQ1<br />
  8. 8. RQ1<br />More bias for the democrat on election night and after <br />More Democratic coverage on Tuesday. <br />
  9. 9. RQ1<br />Less Republican coverage on Wednesday<br />
  10. 10. RQ2<br />No significant difference between networks when talking about the Republicans <br />Significance when talking about Democrats and giving Democrats more time <br /> CNN, FNC, FOX, NBC <br />
  11. 11. RQ2<br />
  12. 12. RQ2<br />
  13. 13. RQ2<br />
  14. 14. RQ2<br />
  15. 15. RQ3<br />
  16. 16. RQ3<br />
  17. 17. RQ3<br />
  18. 18. Limitations & Suggestions<br />Larger sample size (FOX) <br />Tone <br />Non-News Programming – Keith Olberman & Bill O’Reily <br />No preconceived bias<br />
  19. 19. A Content analysis of the 2008 election<br />Media Bias <br />