MRC Study: Documenting TV’s Twelve Weeks of Trump Bashing

In the twelve weeks since the party conventions concluded in late July, Republican presidential nominee Donald Trump has received significantly more broadcast network news coverage than his Democratic rival, Hillary Clinton, but nearly all of that coverage (91%) has been hostile, according to a new study by the Media Research Center (MRC).

In addition, the networks spent far more airtime focusing on the personal controversies involving Trump (440 minutes) than about similar controversies involving Clinton (185 minutes). Donald Trump’s treatment of women was given 102 minutes of evening news airtime, more than that allocated to discussing Clinton’s e-mail scandal (53 minutes) and the Clinton Foundation pay-for-play scandals (40 minutes) combined.

For this study, the MRC analyzed all 588 evening news stories that either discussed or mentioned the presidential campaign on the ABC, CBS and NBC evening newscasts from July 29 through October 20 (including weekends). The networks devoted 1,191 minutes to the presidential campaign during this period, or nearly 29 percent of all news coverage.

Our measure of campaign spin was designed to isolate the networks’ own slant, not the back-and-forth of the campaign trail. Thus, our analysts ignored soundbites which merely showcased the traditional party line (Republicans supporting Trump and bashing Clinton, and vice versa), and instead tallied evaluative statements which imparted a clear positive or negative tone to the story. Such statements may have been presented as quotes from non-partisan talking heads such as experts or voters, quotes from partisans who broke ranks (Republicans attacking Trump or Democrats criticizing Clinton), or opinionated statements from the reporter themselves.

Additionally, we separated personal evaluations of each candidate from statements about their prospects in the campaign horse race (i.e., standings in the polls, chances to win, etc.). While such comments can have an effect on voters (creating a bandwagon effect for those seen as winning, or demoralizing the supports of those portrayed as losing), they are not “good press” or “bad press” as understood by media scholars as far back as Michael Robinson’s groundbreaking research on the 1980 presidential campaign.

The results show neither candidate was celebrated by the media (as Obama was in 2008), but network reporters went out of their way to hammer Trump day after day, while Clinton was largely out of their line of fire.

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