Suchergebnisse

This article reports results of a content analysis of 372 print and televised media stories about young voters during the 2004 U.S. presidential campaign. Despite an extensive media database search, findings indicate a surprisingly limited amount of media coverage of the youth vote. Results indicate that in the sample of stories addressing young voters, young voters were the prominent focus of 58% of the sample, a moderate reference in 24%, and a negligible mention in 18% of stories. Framing of young voters and youth-voter mobilization efforts were more positive than negative in tone (39% to 11% and 51% to 9%, respectively) during the campaign. However, media coverage presented a mixed opinion of the young-voter turnout, with 33% of stories framing the turnout positively and 34% framing turnout negatively. Implications of media framing and coverage are discussed and future research ideas are presented.

Candidate e-mail messages play an increasing role in online, candidate-controlled media. E-mail messages allow candidates to directly contact voters, serving as political marketing tools. This study content analyzed the universe of campaign e-mail messages ( N = 78) from the Bush and Kerry campaigns during the general cycle of the 2004 presidential election. Results indicate that as key election events drew near, candidates increased the number of e-mail messages they sent. Direct address (using you) in the e-mail messages occurred at a statistically significant higher level than expected. Candidates used e-mail messages for promotion more often than opponent attacks. The study also investigated issue coverage, message strategy, and interactivity. The findings indicate that e-mail messages are potent instruments because they can be forwarded to myriad nonsubscribers. As such, candidate e-mail messages can be considered a form of viral marketing that offers a unique way to overcome the problem of selective exposure.

Discusses campaign strategy using e-mail in political marketing, focusing on content of messages and timing, by Republican Governor Jeb Bush and Democratic opponent Bill McBride.

This study examined the immediate coverage of the 2003 Iraq War on the home pages of 246 international news Web sites. The results show that most of these online publications provided coverage & made Gulf War II their top story only hours after the war began. However, foreign news sites framed the war differently than U.S. sites. Domestic news sites focused more heavily on the military conflict, human interest, & media self-coverage while the responsibility frame was more common for international sites. Also, online news coverage in countries officially supporting the war was more positive than in the countries opposing the war. The implications of these differences are discussed, & examples to illustrate the differences are offered. 1 Table, 2 Appendixes, 67 References. [Reprinted by permission of Sage Publications Inc., copyright 2005 by the President and the Fellows of Harvard College.]

This study examined the immediate coverage of the 2003 Iraq War on the home pages of 246 international news Web sites. The results show that most of these online publications provided coverage and made Gulf War II their top story only hours after the war began. However, foreign news sites framed the war differently than U.S. sites. Domestic news sites focused more heavily on the military conflict, human interest, and media self-coverage while the responsibility frame was more common for international sites. Also, online news coverage in countries officially supporting the war was more positive than in the countries opposing the war. The implications of these differences are discussed, and examples to illustrate the differences are offered.