“Split Screens” and “Spin Rooms”: Debate Modality, Post-Debate Coverage, and the New Videomalaise

Abstract

This experimental research examines how different presentation modalities in presidential debates and post-debate spin influence the ability to form evaluations about candidates' character, shape perceptions of their incivility, and alter judgments of political trust and news credibility. Results indicate that these experimental factors work together to encourage character judgments, diminish perceptions of candidate civility, and reduce levels of trust in government. In addition, political talk conditioned experimental effects on perceptions of news credibility, with the adverse effects of split screen presentations concentrated among those who talked about the debate. Thus, the negative effects of “in your face” politics conveyed by the “split-screen” modality appear to be most pronounced among those primed to think about performance and those attuned to politics through interpersonal talk.