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Is Better Economic News Good for the Candidates?
2008-08-22

Will Obama be able to capitalize on his edge on the economy? -- McCain gains an advantage in the polls, but will it last? -- What issues do the candidates need to focus on?

New York, August 22, 2008: While Obama continues to hold an edge over McCain on the economy, that advantage might not help him now as much as it would have a few months ago.

“While the U.S. economy is still in turmoil, its image in media coverage over the last months has been improving,” says Roland Schatz, President of Media Tenor International, “because of this, Obama´s lead on economic issues isn´t the advantage it could have been in June or July.”

According to Media Tenor´s data, the economy has also had less prominence in the media as the situation has improved. Meanwhile, the issues that have replaced it are less advantageous for Obama.

“McCain has an edge on all the other major issues that we track,” notes Schatz. ”These include taxation, foreign policy, Iraq, and general leadership. This also correlates with McCain´s positive movement in the polls which is generating positive media coverage for him as well.”

Unfortunately for McCain, it might be difficult to hold onto that polling advantage. “The Democratic convention will put the focus strongly on Obama and should benefit him in the media and the polls. The question will be whether Obama can take the momentum afterwards or if it will just be a temporary bump in his favor,” Schatz says.

“Heading into the conventions both candidates need to focus on the issues,” Schatz adds. “The selection of running mates has been a distraction. Obama needs to prove he´s more than just image, while McCain needs to connect with the financial concerns of average Americans.”

For the third time, International Media analysis company Media Tenor is offering a detailed analysis of the U.S. presidential campaign. TV news coverage of the leading Presidential contenders is scrutinized at a detailed level. “The methodology was developed 15 years ago and has been successfully used not only to analyze the 2000 and 2004 U.S. Presidential campaigns, but also for International politics,” Schatz explains. Media Tenor´s Presidential Campaign Watch focuses not only on candidate standings, but also on topics and sources, while adding an international perspective. Results of Media Tenor studies will be regularly published on MediaChannel.org.

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