ANALYZING MEDIA NARRATIVES: RACE AND THE OBAMA PRESIDENTIAL CAMPAIGN

Abstract

This study explores the intricate interplay of race, news media, and U.S. elections, with a particular focus on the 2008 election of Barack Obama. Traditionally, scholars have operated under two fundamental assumptions regarding the relationship between race and U.S. elections. Firstly, it has been widely observed that non-White political candidates often receive more negative and race-centered news coverage compared to their White counterparts. Secondly, the level of salience that race assumes during an election tends to bring racial considerations, including both latent and overt racial prejudice, into the voting decisions of White voters.

In essence, this media-driven racial focus on non-White candidates can create substantial hurdles for these candidates by reinforcing racial perceptions among White voters. This study aims to shed light on how these dynamics played out during the historic 2008 election, challenging conventional wisdom and offering a deeper understanding of how race and nation intertwine to shape political discourse. By delving into the intricate relationship between media, race, and elections, this research aims to unravel the complexities that influence the perception and treatment of non-White political candidates in the U.S