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The Economy: Candidates Enter Debates Vying for Leadership
2008-09-25

Can Obama maintain his edge on the economy? -- Will McCain´s newest campaign strategy work? -- Will McCain be able to use his leadership reputation to gain an edge on financial issues?

New York, September 25, 2008: With the media focused on the economic crisis and congressional bailout plan, the economy has taken center stage in the campaign season.

"The economy has been the media focus this week," says Roland Schatz, President of Media Tenor International. "Right now, Obama has an edge on the issue, but it´s a slim lead. Whether he´ll be able to maintain it depends significantly on how the media covers the debates."

Meanwhile, according to Media Tenor´s data, McCain continues to carry a significant advantage on the leadership issue.

"Not only does McCain receive positive ratings for leadership, but Obama is rated quite negatively," notes Schatz. "The power of this advantage on leadership is that McCain can direct it at whatever issue the media is focused on. Right now, that´s the financial news. McCain´s announcement that he is temporarily suspending his campaign to focus on it showcases that strategy, but we don´t know yet how the media is going to receive that."

With the candidates headed into the debates, Schatz notes that the media will increasingly be evaluating them head to head. "There are lower expectations for McCain in the debates," Schatz says, “and this has been emphasized by his attempt to postpone them because of the economic concerns. If McCain´s performance is more or less equal to Obama´s, the media will likely declare McCain the winner, much like what happened with Bush and Gore in the 2000 election. The debates could be critical in deciding who had the advantage in this horse race going forward.”

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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