Differences in the Way Broadcast, Cable and Public TV Reporters Used Women and Non-White Sources to Cover the 2008 Presidential Race

Abstract

TV evening news coverage of the 2008 presidential election by broadcast, cable, and public networks was predominately male and Caucasian in terms of reporters and sources. However, according to our content analysis of 888 campaign stories, viewers saw the least amount of source diversity if they watched the evening news on broadcast networks ABC, CBS, and NBC. Cable networks FOX and CNN, and the PBS evening news had more female and non-White sources. This pattern also holds true for reporter use of nonpartisan sources. Findings on the 2008 election for the traditional broadcast networks are not consistent with those for the 2000 and 2004 elections, when female reporters at these networks had more female and nonpartisan sources in their election coverage than did their male colleagues. Reporters at PBS provided the greatest overall source diversity, regardless of their race or gender, compared to what was observed on broadcast and cable networks. Differences in the way reporters used women and non-White sources to cover the 2008 presidential race may be attributable to organizational factors.