JOURNALISTIC RESPONSIBILITY AND POLITICAL ADVERTISING: A CONTENT ANALYSIS OF COVERAGE BY STATE AND LOCAL MEDIA.(Statistical Data Included): An article from: Communication Studies

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From the author: In order to provide voters with information about the candidate-controlled formats of televised political advertising; journalists at all levels now incorporate coverage of political their campaign analyses. Often labeled "adwatches," "such coverage has tended to focus on presidential campaigns, and little is known about how well journalist perform their responsibility to voters in scrutinizing political ads at lower electoral levels. Using content analysis, this study analyzed journalistic coverage of political advertising in newspapers and local television stations in 16 locations throughout the U.S. in the 1996 election. Results indicate that, even in local outlets, political advertising for candidates below the presidential level receives little attention. Negative ads also continue to be the focus of a great deal of journalistic coverage, and findings indicate a lack of careful scrutiny or attention to the claims provided in the ads, suggesting that much more attention needs to be focused on "adwatching" below the presidential level.

Citation Details
Title: JOURNALISTIC RESPONSIBILITY AND POLITICAL ADVERTISING: A CONTENT ANALYSIS OF COVERAGE BY STATE AND LOCAL MEDIA.(Statistical Data Included)
Author: Lynda Lee Kaid
Publication:Communication Studies (Refereed)
Date: December 22, 1999
Publisher: Central States Communication Association
Volume: 50 Issue: 4 Page: 279

Article Type: Statistical Data Included

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