South Middlesex Times

In an era where real-time coverage and social media reactions dominate the news cycle, the influence of media on elections is undeniable.

Lauren Feldman, a professor of journalism and media studies at Rutgers School of Communication and Information, examines the effects of media in political contexts. She co-authored "A Comedian and An Activist Walk into a Bar: The Serious Role of Comedy in Social Justice." Feldman discusses how media can shape perceptions and behaviors ahead of elections.

Feldman notes that "media coverage of candidates can affect public perceptions and voter behavior in many ways, as media are a key way that people learn about the candidates and the issues that are at stake."

One prevalent type of election news is “horse race” or “game frame” coverage. According to Feldman, such coverage "can foster public cynicism and mistrust of the candidates and political process" by portraying candidates as primarily concerned with winning rather than serving the public. This kind of reporting may also reduce voter turnout if people believe their vote doesn't matter.

When asked about biased reporting, Feldman acknowledges that while it’s impossible to attribute an election outcome to a single source, there are numerous potential biases in media coverage. She explains, "news media might give a particular candidate more coverage than others or use a more critical tone when covering certain candidates." Additionally, partisan news outlets like Fox News and MSNBC may shift opinions by increasing negative views about opposing party candidates.

Social media platforms also play a role in spreading political misinformation. Feldman states that these platforms "can amplify misinformation and allow it to spread more widely and rapidly." The design of social media platforms to maximize attention facilitates this spread. Misleading content often activates emotions, leading users to share it further.

Regarding agenda-setting during election campaigns, Feldman emphasizes that "by choosing to cover certain issues or events over others, the news media can elevate those issues in the public’s mind," making them central topics for voters.

Political ads have various effects on voters. They can increase knowledge about candidates and persuade voters to support specific candidates. Ads also motivate supporters to turn out at polls. However, digital advertising complicates tracking due to its targeted nature based on demographic characteristics.

On ethical considerations for media outlets when covering elections, Feldman stresses that ethics should be paramount. Media should serve the public interest by helping voters make informed decisions rather than simply drawing attention for clicks. News organizations should scrutinize candidates appropriately instead of acting as public relations tools.