2000-02-04-皮尤-The_Tough_Job_of_Communicating_with_Voters_49页_127kb

Summary of Pew Research Center Report on the 2000 Presidential Campaign Media

Introduction

The 2000 Pew Research Center report examines how American voters engage with presidential campaign news, highlighting fragmentation and skepticism in media consumption. Key findings reveal shifts in media sources, influences of demographics, and perceptions of media bias.

Primary Media Sources and Audience Fragmentation

• Television, particularly cable outlets like CNN and MSNBC, remains a dominant source (75% overall), with 31% naming cable as primary in 2000, up from 23% in 1996. Newspapers saw a decline, with 31% identifying as primary in 2000, down from 48% in 1996.
• Other sources include talk radio, entertainment programs (e.g., MTV, late night TV), and the internet. Younger audiences (under 30) increasingly use cable, late night TV, and the internet, while older voters lean toward newspapers and traditional broadcasts.
• Usage varies by demographic: politically active individuals use diverse sources, while marginalized groups (e.g., low-income African-Americans) rely more on local TV.

Media Bias and Perception of Objectivity

• Voters widely perceive political bias in news coverage, with 69% seeing at least a fair amount in 2000 (down from 76% in 1989). C-SPAN is ranked most objective (35% see it as completely objective), while daily newspapers are viewed as least objective by 18%.
• Media bias is not partisan, as 48% say no bias exists, but Democrats and activists are more critical. Republicans perceive slight Democratic bias, while African-Americans view less bias overall.

Influence of Endorsements

• Political endorsements by figures like Colin Powell have minimal impact, with 62% seeing no change in voting likelihood. Endorsements vary by group: younger voters and women are less influenced, while Republicans are swayed by conservative endorsements like Newt Gingrich's.

Demographic Differences

• Age, education, and income shape media use: younger, less educated, and lower-income groups favor cable and entertainment sources. Older, affluent, and college-educated users rely more on newspapers and traditional TV.
• Endorsements and media influence vary: policy-related ads from conservative figures like Gingrich can negatively sway some voters.

Conclusion

The campaign communications landscape is complicated by fragmented media use and widespread skepticism. Voters' trust in media remains cautious, and endorsements play a limited role, reflecting a media environment characterized by divided loyalties and skepticism.