Media Portrayal of Hillary Clinton and Barack Obama

The study researched the employment of traditional gender and racial frames and stereotypes by major news media agencies in the coverage of Democratic Party’s process of picking a presidential nominee in 2007-2008. The study analyzed coverage of the Democratic nomination process broadcast on the Big Three television networks: ABC, CBS, and NBC from September 3, 2007 until Hillary Clinton’s decision to withdraw from the race on June 7, 2008. Results show that in their coverage all three television networks frequently used gender stereotypes and frames, and at the same time refrained from using racial stereotypes and frames. The study concluded that gender frames and stereotypes used in the coverage of Hillary Clinton by the networks had negatively affected Clinton’s popularity and perception by the public.