And to think, a few short months ago the Washington establishment was buzzing about the press’s pending dilemma: With Obama and John McCain looking like the all-but-certain nominees of their respective parties, how would the media choose between its new crush, Obama, and its long-time paramour, McCain? The Illinois senator has been a media darling since he burst onto the scene at the Democratic National Convention in the summer of 2004, and during the Democratic primary season, he bested Hillary Clinton in both quantity of coverage (he got more) and tenor (his was way more positive). But McCain has gotten so much favorable media attention over the years that he often joked that the press was his political base. In a head-to-head competition, who would win?
So far, the answer is clear: Obama is The One. In the first quarter of the general election, he has simply gotten more and better coverage than McCain. For those who need more evidence than the enormous press entourage that is treating Obama’s current trip not like the campaign swing of a presidential candidate, but like the international debut of the New American President, there are several new studies which help quantify the disparity.
The Project for Excellence in Journalism, which evaluates more than 300 newspaper, magazine, and television stories each week, found that from June 9 (after Obama had wrapped up the Democratic nomination) until July 13, Obama was more prominently covered every single week. During one particular week, July 7–13, McCain was a significant presence in 48 percent of the stories—but Obama met that mark in 77 percent of the pieces. Similarly, the Tyndall Report, a media monitoring group, found that Obama received substantially more media attention.
I can only imagine what the gap must be like this week, as Obama continues to meet with world leaders and adoring crowds, while the mere presence of media’s biggest and brightest stars stamps each and every event as important!
Given all that, it’s not surprising that voters, particularly those of the Republican persuasion, think the media is more or less in Obama’s pocket. A recent survey by Rasmussen found that 49 percent of the likely voters they talked to believed that reporters would favor Obama in their coverage, while just 14 percent said the same about McCain. Seventy-eight percent of Republicans thought the press would try and help Obama win, while only 21 percent of Democrats thought journalists were in bed with McCain. Complaints about bias are only exacerbated when the New York Times (the bête noire of the right) rejects an opinion piece written by McCain comparing his position on Iraq to Obama’s—just days after the Times ran a similar piece by Obama.
Suspicions of pro-Obama bias began in the primaries. A Pew survey in late May and early June found that 37 percent of Americans believed that Obama received preferential coverage; only eight percent said the same about his principal opponent, Hillary Clinton.
There are lot of “explanations” for the lopsided coverage: Obama is new and what’s new is “news.” As the first African-American to run a serious race, let alone win a major party’s nomination, Obama is running an historic campaign. Obama has created a “movement,” and Americans are simply more interested in him than in his opponents. Obama is running a smarter campaign, and he knows how to court media attention. It’s also true that intense media coverage is a double- edged sword: the attention is great when things are going well, but it can doom a candidate if and when things start to go badly. And so far, Obama has had way more good days than bad days. Each of those rationales is largely true—and somewhat less than satisfying.
At the end of the day, this will be a long campaign, and what’s true in July may not be true in November. But what seems indisputably true—to quote another dazzling young Democrat who received disproportionately favorable media attention, John Kennedy—is this: “Life is unfair.”
