Media Influence in Political Campaigns

Author: Jacob L. Nelson, Associate Professor of Communication, University of Utah
Publication Date: July 24, 2024
Main Focus: Discussion surrounding President Joe Biden's withdrawal from the 2024 election race and the role of the news media in this process.

Throughout July 2024, a combination of journalists and academics expressed concern regarding the extensive coverage of President Biden’s age and health after a poor debate performance on June 27.
Quotations:
- Jeff Jarvis, director of the Tow-Knight Center, suggested a negative sentiment in the media towards Biden, illustrating that the persistence of coverage could have influenced Biden's decision to step down from the race.
- Melanie Sill, former vice president of Southern California Public Radio, commented on how the media's portrayal of Biden’s situation both reflected and amplified the pressures he faced from various stakeholders.
The media’s coverage raised a critical question: Are journalists responsible for Biden’s decision to withdraw?

Dan Kennedy, professor at Northeastern University, noted that it appeared the press significantly contributed to Biden's exit from the campaign.
Dan Gillmor, former journalism professor, echoed this sentiment, stating the media “hounded” Biden from the ticket.
This perception implies that journalism's influence is significant and direct, which may not necessarily reflect reality.

Media Effects Research: This field explores the various ways that individuals and society may be influenced by news and entertainment media.
- It challenges the “direct effects” model, which posits that audiences passively accept media messages.
- Instead, effects are more nuanced and indirect.

Agenda Setting:
- Defined as the process through which journalists can heighten the public's focus on specific topics without necessarily shaping public opinion regarding them.
- Quote by Maxwell McCombs and Amy Reynolds: "The mass media set the agenda of issues for a political campaign" by determining what topics are newsworthy, rather than how the public should feel about them.
- Example: Front-page stories legitimize topics as significant for public discourse.

Investigative Journalism: Can shift public opinion if new information is revealed, illustrating a more direct impact.
- Study Findings by Political Scientists: Highlight how shifts in coverage of the death penalty led to decreased support for it based on the portrayal of wrongful executions.

Data indicates that public attitudes towards significant topics, like climate change, can remain stable even with increased media coverage.
- Statistics from 2016 to 2023 show that approximately half of Americans believed global warming would threaten their way of life, regardless of a doubling in related news stories.
This pattern mirrors sentiments regarding Biden's age, which appeared to have been a concern to the public long before the heightened media focus post-debate.

Nelson's research suggests journalists have a limited ability to connect with and influence the public effectively.
- This includes difficulties engaging audiences for support through subscriptions and competing for attention in a crowded media landscape.
The conclusion drawn is that media coverage likely did not drive Biden to quit; instead, it showcased the pressures surrounding his candidacy, which were already recognized by the public.
The resulting frustration from Biden stemmed from the accurate portrayal of pressures he faced, rather than the media's influence.

Nelson advocates for a concept referred to as “journalistic humility,” which encourages journalists to recognize the limits of their influence over public thought and interaction with news.
- Challenges to the traditional view of journalistic power stem from the industry's economic struggles and prevalent distrust from audiences.
- There exists a conflicting notion that, despite financial instability and mistrust, journalists are perceived as powerful figures in society.
Call for recognition outside the field that the press will always have limits in shaping public perceptions.

Biden's recent debate performance intensified pre-existing concerns regarding his age, highlighting a disconnect between how the media engages with crucial issues and how the public perceives them.
This situation suggests that both media outlets and audiences must reassess their roles in shaping political narratives and public opinion.