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Content analysis of visual manipulation" and metaphors used in national news magazines during the 1996 presidential elections

Author

Vicki Marie Bargagliotti, University of the Pacific

Date of Award

1998

Document Type

Thesis - Pacific Access Restricted

Degree Name

Master of Arts (M.A.)

Department

Communication

First Advisor

Carol Ann Hackley

First Committee Member

R. Alan Ray

Second Committee Member

Jerry Briscoe

Abstract

This investigation is based upon the old, but popular Chinese Proverb- "one picture is worth more than a thousand words" (Bartlett, 1980, p. 132). This researcher examined presidential campaign photographs in hopes of finding a possible media bias toward political candidates. This study confirmed two previous studies (Moriarty and Popovich, 1991 and Moriarty and Garramone, 1986), which reported that the media does, in fact, attempt to balance the visual coverage of political candidates during a presidential election.

All visuals, including photographs and illustrations from Time, Newsweek and U.S. News & World Report of candidates Bill Clinton and Bob Dole were used for this study. Data from these national news magazines were collected from September 2 (the kick-off after the Labor Day) to November 4 (the weekly edition just prior to the election on November 5).

Moriarty and Garramone ( 1986) developed coding definitions to identify 15 visual attributes of presidential campaign photographs. These attributes include: activity, posture, arms, bands, eyes, expression, interaction, camera angle, portrayal, position, size, props, setting, dress and family association. All visuals were coded as more favorable, less favorable or neutral.

A total of 282 visuals were used in this study. The results concluded that Bill Clinton was in 183 visuals, while Dole was in 99 visuals. If one looks at the sheer number or quantity of the visuals, they would assume that Clinton did out photograph Dole. This assumption would lead one to believe that the media was biased, but in fact, most of the visuals that were coded were "more favorable" to both of the candidates.

Pages

84

Recommended Citation

Bargagliotti, Vicki Marie. (1998). Content analysis of visual manipulation" and metaphors used in national news magazines during the 1996 presidential elections. University of the Pacific, Thesis - Pacific Access Restricted. https://scholarlycommons.pacific.edu/uop_etds/2342