Fair and Balanced News or a Difference of Opinion? Why Opinion Shows Matter for Media Effects

Abstract

In this article, we examine both the content and effects of opinion shows during the 2008 presidential election. First, a content analysis shows that opinion shows devote most of their attention to attacking the opposition candidate, rather than praising the like-minded candidate. Second, analyses of panel data show that exposure to opinion shows made viewers less (more) favorable toward the opposition (like-minded) candidate. Finally, we use overtime analyses to show that coverage of the opposition candidate affects attitudes toward both candidates, whereas coverage of the like-minded candidate has negligible effects on attitudes toward either candidate.

News With an Attitude: Assessing the Mechanisms Underlying the Effects of Opinionated News

“…Under normal circumstances, however, it seems most likely to find a positive total effect of opinionated news (e.g., DellaVigna & Kaplan, 2007;Smith & Searles, 2012;Stroud, 2010). After all, people tend to select news coverage that is congruent with their political views (Coe et al, 2008;Iyengar & Hahn, 2009;Morris, 2005).…”

“…Under normal circumstances, opinionated news therefore confirms and reinforces political attitudes (Barker & Lawrence, 2006;DellaVigna & Kaplan, 2007;Druckman & Parkin, 2005;Holbert, 2004;Jamieson & Cappella, 2008;D. A. Jones, 2002;Morris & Francia, 2010;Smith & Searles, 2012;Stroud, 2010).…”

Judicial tyranny or American justice? How partisan news’ coverage of polarizing Supreme Court decisions differs in framing the nation’s highest court

“…As previous studies have revealed, further fragmentation of the U.S. media landscape can lead to further polarization and radicalization of the two ideological views (Holbert, Garrett, & Gleason, 2010, Jamieson & Cappella, 2008, Stroud, 2010Sunstein, 2009a). As a consequence, it is possible that trust in the opposition decreases and, therefore, reluctance to compromise increases (Morris, 2007), which could ultimately result in decreasing support for bipartisanship altogether (Chalif, 2011;Jamieson & Capella, 2008, Levendusky, 2013b, Morris & Francia, 2010Smith & Searles, 2012). These effects can have a tremendous impact on American politics, yet some scholars question the actual impact of partisan channels.…”

“…But how exactly do partisan channels communicate their views? Partisan channels typically broadcast one-sided coverage that reinforces their target audience's political beliefs (Aday, 2010;Aday, Livingston, & Hebert, 2005;Chalif, 2011;Jamieson & Cappella, 2008;Levendusky, 2013a,b;Smith & Searles, 2012). In addition, they create a sense of community for their viewers by treating in-group members favorably, while marginalizing out-group members and presenting them as threatening and erroneous (Jamieson & Cappella, 2008).…”

“…However, it can be just as damaging for candidates to receive publicity from partisan channels. As Smith's (2012) analysis of Fox News's and MSNBC's programs 3 during the 2008 presidential elections reveals, both channels in fact set the primary focus on the candidate opposite to their audiences' political stance. Yet, those segments serve to attack the candidates as well as to present their views as alien and unreasonable.…”