2010-04-19-皮尤-Hiding_in_Plain_Sight,_From_Kennedy_to_Brown_31页_231kb

Hiding in Plain Sight: 2010 Massachusetts Senate Special Election Media Coverage Summary

The study, produced by Boston University and the Pew Research Center's Project for Excellence in Journalism, analyzed press coverage of the 2010 Massachusetts Senate special election following Senator Edward Kennedy's death. Despite initial minimal attention, the election revealed significant media failures.

Key Findings:

• Surprise of the Outcome: Media coverage was often lackluster, focusing on horse-race elements in the primary season but missing the Republican surge due to underestimation. Scott Brown's victory was unexpected, partly because polls highlighted his single-digit lead nationally after the Rasmussen report.
• Primary Coverage Deficiencies: In the primaries, coverage concentrated on speculation about candidates running (especially high-profile figures like Joseph Kennedy and Curt Schilling), rather than substantive policy debates. Scott Brown received negligible coverage until late, while Democratic candidates like Martha Coakley dominated early narratives.
• General Election Surge: Coverage escalated dramatically after the January Rasmussen poll showed Brown competitive. Over the two weeks before the election, stories increased tenfold locally and four times nationally, shifting to strategy and negative framing for Democrat Coakley.
• Geographic Bias: Most coverage originated from Boston, limiting the detection of grassroots support for Brown. Data showed over 90% of stories in the primary had Boston datelines, raising questions about media presence in other parts of the state.
• Framing and Tone Shifts: Coverage in the general election was dominated by tactical frames, with policy debates secondary. Coakley's portrayal shifted negatively, while Brown was depicted positively and favorably in many outlets. Differences were evident between local papers (Boston Globe vs. Boston Herald), with the Herald being more supportive of Brown in tone.
• Candidates' Attention: Martha Coakley had the highest share of coverage in primaries, but Scott Brown's emergence in the general election made him a significant presence in nearly 50% of stories, outpacing negative descriptors early on.
• Methodology: The study reviewed 557 stories across four sources (Boston Globe, Boston Herald, New York Times, Associated Press), using coding variables like story frame, tone, and topic. Findings underscored the media's overreliance on polls and national perspectives.

Implications:

The election highlighted how unexpected events can be missed due to media focus on predictive horse-race elements and limited on-the-ground reporting. The study suggests a need for more balanced, issue-focused coverage and better geographic reporting.