First
It is important for people to ask how is the story framed. Framing, according to the Project for Excellence in Journalism is “What narrative device or approach was used by journalists in composing the story.” This FOX 17 story from May 12, 2004 is a good example of how political campaigns themselves can sometimes determine how a story is framed. The story that FOX 17 runs here is taken right from the Kerry campaign’s press release.
Second
Ask yourself is this a story that provides information for viewers to make an informed vote, or is it just horse race coverage? Horse race coverage is when reporters tell us where candidates have been or where they are going, but provide no information on candidate platforms or voting records. See this example from WZZM 13 on July 15, 2004.
Third
When watching an election story are they just presenting what candidates say? If so, this is journalism as stenography, where reporters just repeat what candidates say without substantiating any comments or claims made by candidates. On a June 25, 2004, WOOD TV 8 interviewed Vice President Cheney. He made some very significant claims about Saddam Hussein and the War on Terrorism, but the channel 8 reporter never investigates these claims.
Fourth
Is there any bias reflected in the story? Do reporters or news readers use language or voice inflections that vary depending on which candidates they are talking about? If the story is about more than one candidate, do they provide airtime to both or all candidates? In this July 9, 2004 story from FOX 17 we only hear Senator Kerry speak, but not President Bush, even though the story discusses both candidates.
Fifth
Do the election stories use political experts or consultants? If so, what are their credentials and which organization do they work for? What makes them an expert and do they say anything that adds to your understanding of the issues? Here is an example of the use of a consultant from WZZM 13 on July 8, 2004.
Sixth
Does the story provide viewers with information to make an informed vote? Does the story tell you what the candidate platform is or what the voting record has been? These are important questions that TV journalists must provide. If a candidate is speaking at a fundraiser, reporters need to tell us not only where it was held, but how much money was raised and whom it was from. Some good resources to help people make an informed vote are:
- Center for Public Integrity
- Center for Responsive Politics
- Project Vote Smart
- White House for Sale
- The Campaign Desk
- The Color of Money
- Progressive Punch
- League of Women Voters
If broadcast television news does not provide viewers with necessary information to participate in the democratic process then they are serving the public interest. Failure to serve the public interest could lead to a loss of broadcasting license, as is stated by the Federal Communications Commission (FCC).
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