INTRODUCTION 1 Rationale
Scope of the research
This minor thesis examines news reports published between August 31 and November 1, 2008, in The New York Times and New York Post, focusing specifically on the 2008 U.S Presidential Election The analysis includes 45 headlines and 24 full-text articles As a purely linguistic study, the author maintains an impartial stance, refraining from expressing any personal political opinions.
Aims of the research and research questions
This research aims to explore the ideological role of language in shaping perceptions of reality, focusing on how two media institutions utilized language to construct discourse around the 2008 U.S presidential candidates The primary objective is to analyze the methods employed by these institutions to influence public perception through their representation of the candidates.
- Providing a textual analysis of the news on the 2008 U.S presidential election in the light of Critical Discourse Analysis
- Giving an illustration of the CDA concepts as well as analysis procedures
CDA offers a structured approach for language users and learners to recognize the ideologies embedded in discourse Language not only reflects and records reality but also shapes, distorts, and creates cultural and natural perceptions.
To achieve these aims, the following research questions are proposed:
(i) What are the representations of the two 2008 presidential candidates, the
Republican John McCain and the Democrat Barack Obama, constructed by The New York Times and the New York Post?
(ii) What are the underlying ideologies embedded in the way The New York Times and New York Post represent the two candidates?
(iii) How are such ideologies encoded in the discourse of the two newspapers?
Methodology of the research
Following in this part is a brief summary of the basic steps taken in the research
The initial step involves performing a comprehensive literature review, where the author sought references through guidance from thesis advisor Dr Nguyen Hoa, as well as from lectures on relevant subjects such as Research Methods and Applied Linguistics Additionally, the author utilized books, journals available in libraries, and online resources to gather pertinent materials.
The second step involves gathering data by collecting news reports from two selected newspapers, covering the period from August 31, 2008, to November 1, 2008 Random sampling was employed to select data for analysis, and a thorough examination of the sampled data revealed key linguistic features This analysis informed the selection of appropriate analytical tools for the study.
The next step in investigating two sets of data – headlines and full-text news reports
- Analyzing selected headlines according to transitivity system
- Analyzing selected full-text news reports according to two discursive strategies of naming referents and lexicalization
This study analyzes two sets of data to uncover the similarities and differences in how two newspapers reported on the same topic and individuals The findings reveal underlying ideologies present in the texts, prompting a deeper discussion of these perspectives.
Background information about the 2008 U.S Presidential Election
The 2008 United States presidential election, held on November 4, marked the 56th quadrennial election Key issues included outgoing Republican President George W Bush's policies and the public's demand for change Both major party candidates focused on reforming Washington, with domestic policy and the economy becoming central themes, especially following the onset of the 2008 economic crisis.
In the 2008 presidential election, Democrat Barack Obama, a junior United States Senator from Illinois, triumphed over Republican John McCain, the senior United States Senator from Arizona Notably, nine states shifted their political allegiance compared to the 2004 election, where they had previously supported the Republican nominee.
In the 2008 presidential election, Barack Obama secured a significant Electoral College victory with 365 electoral votes, while his opponent, John McCain, received 173 votes The electors from all 50 states and the District of Columbia cast their votes for President and Vice President on December 15, 2008, and the results were officially counted during a joint session of Congress on January 8, 2009.
The 2008 election was historic, marking the first time an African American was elected President and a Roman Catholic was chosen as Vice President Additionally, it featured the unprecedented scenario of two sitting senators competing against each other.
The 2008 election marked a historic moment as it was the first in 56 years without an incumbent president or vice president running, due to the Twenty-second Amendment barring Bush from a third term and Cheney's decision not to seek the presidency Additionally, the Republican Party made history by nominating a woman for Vice President, only the second time a woman appeared on a major party ticket in this role Notably, voter turnout for the election reached its highest level in at least 40 years.
The 2008 presidential election featured the largest age gap in history between major party candidates, with Barack Obama and John McCain being nearly 25 years apart This surpassed the previous record of 23 years held by Bill Clinton and Bob Dole in the 1996 election Barack Obama was inaugurated as president on January 20, 2009, at the age of 47 years and 138 days, making him the fourth youngest president elected, following John F Kennedy, Bill Clinton, and Ulysses S Grant, and the fifth youngest at inauguration, behind Kennedy, Clinton, Grant, and Theodore Roosevelt.
Polls taken in the last few months of the presidential campaign as well as exit polls conducted on Election Day showed the economy as the top concern for voters
In the fall of 2008, various news outlets highlighted that the economy was experiencing its worst decline since the Great Depression, which negatively impacted John McCain's election chances due to several politically detrimental remarks he made regarding the economy.
Design of the research
The study is divided into three main parts:
Part 1 – Introduction: in this part are the rationale, the scope of the research, the aims of the research, the research questions, the methodology, some background information about the
2008 U.S Presidential Election and the design of the research
Part 2 – Development: this is the main part of the research and has three chapters
Chapter 1: Theoretical background: this chapter present related theoretical background for the research
Chapter 2: Methodology: this chapter describes steps and procedures of the research
Chapter 3: Data analysis and Discussion: this chapter analyzes the data and discusses the findings of the analysis
Part 3 – Conclusion: this is a summary of the findings and some suggestions for further research.
DEVELOPMENT
Critical Discourse Analysis (CDA), as defined by van Dijk (1998), focuses on the study and analysis of both written and spoken texts to uncover the underlying discursive sources of power, dominance, inequality, and bias It investigates how these sources are sustained and perpetuated within particular social, political, and historical contexts.
Critical Discourse Analysis (CDA), as defined by Fairclough (1993), systematically examines the complex relationships between discursive practices, events, texts, and broader social and cultural structures It investigates how these elements are influenced by power dynamics and struggles, revealing the ideological shaping of discourse CDA seeks to clarify the often opaque connections between discourse practices and social structures, making them more accessible to the general public and highlighting their role in maintaining power and hegemony.
In the late 1970s, a group of linguists and literary theorists at the University of East Anglia developed Critical Linguistics (CL), drawing on Halliday's Systemic Functional Linguistics (SFL) CL practitioners focused on "isolating ideology in discourse" to reveal how ideological processes manifest through linguistic characteristics They advanced CL's analytical tools based on SFL, emphasizing that language serves three simultaneous functions: ideational, interpersonal, and textual.
Fowler (1991) and Fairclough (1995) highlight two key functions of language: the ideational function, which relates to how speakers express their experiences of the world and its phenomena, and the interpersonal function, which reflects the speakers' attitudes and evaluations.
THEORETICAL BACKGROUND
What is Critical Discourse Analysis (CDA)?
Critical Discourse Analysis (CDA), as defined by van Dijk (1998), focuses on the examination of written and spoken texts to uncover the underlying discursive sources of power, dominance, inequality, and bias This field analyzes how these discursive elements are sustained and perpetuated within particular social, political, and historical contexts.
Critical Discourse Analysis (CDA), as defined by Fairclough (1993), systematically investigates the complex relationships between discursive practices, events, and texts, and the broader social and cultural structures that shape them It examines how these elements are influenced by power dynamics and ideological struggles, revealing the often hidden connections that contribute to the maintenance of power and hegemony Ultimately, CDA seeks to clarify the links between discourse practices and social structures, making these relationships more accessible to the general public.
The development of CDA
In the late 1970s, Critical Linguistics emerged at the University of East Anglia, spearheaded by linguists and literary theorists, drawing on Halliday's Systemic Functional Linguistics (SFL) The primary goal of Critical Linguistics was to "isolate ideology in discourse" and reveal how ideological processes are reflected through specific linguistic characteristics To achieve this, practitioners developed analytical tools rooted in SFL, emphasizing that language serves three interconnected functions: ideational, interpersonal, and textual.
Fowler (1991) and Fairclough (1995) distinguish between three key functions of language: the ideational function, which conveys speakers' experiences of the world; the interpersonal function, which reflects speakers' attitudes and fosters relationships with listeners; and the textual function, which ensures that produced texts are comprehensible The textual function serves as a vital link between discourse and its surrounding context, emphasizing Halliday's perspective of language as a "social act," a concept foundational to many practitioners of Critical Discourse Analysis (CDA).
Directions in CDA
Among the scholars whose works have profoundly contributed to the development of CDA are van Dijk (1988, 1991, 1993, 1995), Wodak (1996, 2001), and Fairclough (1989, 1992,
Teun A van Dijk is a highly influential figure among Critical Discourse Analysis (CDA) practitioners, particularly in the realm of media discourse studies Beginning in the 1980s, he focused on the representation of ethnic groups and minorities in European media His seminal work, "News Analysis" (1988), merges his discourse theory with news reporting, examining real-world news cases at both national and international scales What sets van Dijk's framework apart is his emphasis on a comprehensive analysis that encompasses not only the textual and structural aspects of media discourse but also the production and reception processes involved in understanding news content.
Van Dijk's structural analysis emphasizes examining various levels of description, including grammatical, phonological, morphological, and semantic aspects, alongside higher-level properties like coherence, themes, and rhetorical dimensions of texts However, he argues that this analysis alone is insufficient, as discourse is not merely an isolated structure; it is a complex communicative event that encompasses social context, participant characteristics, and the processes of production and reception.
Van Dijk defines "production processes" as the journalistic and institutional practices involved in news-making, along with the economic and social factors that significantly influence the creation of media discourse These practices are intricately connected to the underlying structures of media discourse.
Van Dijk's analysis of "reception processes" focuses on how news information is comprehended, memorized, and reproduced His work (1988, 1991, 1993) aims to illustrate the connections between the three levels of news text production—structure, production, and comprehension—and their interplay with the broader social context To uncover these relationships, van Dijk's analysis operates on two levels: microstructure and macrostructure.
At the microstructure level, the analysis emphasizes the semantic relationships among propositions, along with syntactic, lexical, and rhetorical elements that ensure coherence in the text Additionally, it examines the use of quotations and both direct and indirect reporting, which contribute to the factuality of news reports.
Van Dijk emphasizes the importance of macrostructure in news reports, focusing on the thematic and topic structure that shapes overall understanding He notes that themes are prominently featured in headlines and lead paragraphs, which play a crucial role in establishing coherence and semantic unity within the discourse According to van Dijk (1988), headlines significantly influence what information readers retain from a news report.
The headline and lead paragraph encapsulate the core elements of journalists' cognitive models, shaping their perception and definition of news events Readers, unless possessing alternative knowledge or beliefs, are likely to accept these subjective media interpretations of what constitutes significant information regarding an event.
According to van Dijk (1988), news schemata, also known as "superstructure schema," are organized following a specific narrative pattern that includes a summary (comprising the headline and lead paragraph), a story (encompassing the situation, episodes, and backgrounds), and consequences (final comments and conclusions) These sections are arranged based on their relevance, with the summary containing the most general information that readers are likely to memorize and recall effectively.
Van Dijk (1995) views discourse analysis as a form of ideology analysis, asserting that ideologies are often expressed through various forms of discourse, including non-verbal messages like images and films His methodology for analyzing ideologies consists of three components: social analysis, cognitive analysis, and discourse analysis Social analysis focuses on overarching societal structures, while discourse analysis is concerned with the textual elements such as syntax, lexicon, and topics This framework effectively combines the interpretive (text-based) and social (context-based) approaches in media education, offering a comprehensive method for analyzing media discourse.
Discourse Sociolinguistics is one of the directions in CDA associated with Wodak and her colleagues in Vienna (The Vienna School of Discourse Analysis) According to Wodak
Discourse Sociolinguistics, as defined in 1996, emphasizes the equal significance of both text and context in understanding communication This approach enables the identification and analysis of the underlying mechanisms that lead to communication disorders within specific contexts, such as media, hospitals, or schools By examining these factors, Discourse Sociolinguistics sheds light on how structural and functional elements influence discourse and communication effectiveness.
The historical method approach to discourse, akin to Fairclough's perspective, posits that language not only reflects social processes and interactions but also actively shapes them (Wodak, 1996, p.12) This perspective encompasses three key aspects: firstly, discourse is intrinsically linked to power dynamics and ideologies, as no interaction occurs devoid of power relations and the influence of values and norms (p.12) Secondly, discourse is inherently historical, interconnected with both contemporary and past communicative events (p.12) Lastly, interpretation plays a crucial role, as individuals may derive varied meanings from the same communicative event based on their unique backgrounds and positions (Wodak, 1996, p.13).
"THE RIGHT interpretation does not exist; a hermeneutic approach is necessary Interpretations can be more or less plausible or adequate, but they cannot be true" (p.13)
In this paper, I only present a general overview of Fairclough's work in CDA, and a more detailed account of his framework for analyzing media discourse
Fairclough’s theory has been central to CDA over more than the past ten years (Hoa, N.,
In his earlier work, Fairclough introduced Critical Language Study, aiming to enhance awareness of exploitative social relations through language analysis This objective continues to be central to his later work, which has evolved into one of the most comprehensive frameworks for Critical Discourse Analysis (CDA) Fairclough's analytical framework is grounded in Systematic Functional Linguistics (SFL), a foundation shared by other CDA practitioners.
Critical Discourse Analysis (CDA) involves three key analytical focuses when examining communicative events: the text itself (such as a news report), the discourse practice (which encompasses the processes of production and consumption), and the socio-cultural practice (referring to the social and cultural structures that shape these events) These focuses align closely with van Dijk's three dimensions of ideology analysis: discourse, socio-cognition, and social analysis, highlighting the interconnectedness of language, thought, and societal structures.
Principles of CDA
Principles of CDA, outlined by CDA practitioners (Fairclough, 1995; Kress, 1991; Van Dijk, 1998; Wodak, 1996) can be summarized as follows:
1 Language is a social practice through which the world is represented
2 Discourse/language use as a form of social practice in itself not only represents and signifies other social practices but it also constitutes other social practices such as the exercise of power, domination, prejudice, resistance and so forth
3 Texts acquire their meanings by the dialectical relationship between texts and the social subjects: writers and the readers, who always operate with various degrees of choice and access to texts and means of interpretation
4 Linguistic features and structures are not arbitrary They are purposeful whether or not the choices are conscious or unconscious
5 Power relations are produced, exercised, and reproduced through discourse
6 All speakers and writers operate from specific discursive practices originating in special interests and aims which involve inclusions and exclusions
7 Discourse is historical in the sense that texts acquire their meanings by being situated in specific social, cultural and ideological contexts, and time and space
8 CDA does not solely interpret texts, but also explains them.
METHODOLOGY
Data
This analysis focuses on news reports from The New York Times and New York Post regarding the 2008 U.S Election, covering the period from August 31 to November 1, 2008 These newspapers were selected due to their longstanding reliability and significant circulation, which contribute to their substantial influence on the American public.
The New York Times is an American daily newspaper founded in 1851 and published in New York City The largest metropolitan newspaper in the United States, "The Gray Lady"
The New York Times, known for its traditional appearance and style, is recognized as a national newspaper of record, featuring the motto "All the News That's Fit to Print" prominently on its front page It ranks third in circulation, following USA Today and The Wall Street Journal Notably, The New York Times has received the highest number of Pulitzer Prizes among U.S news organizations, highlighting its excellence in journalism, literature, and musical composition.
The New York Post, the 13th-oldest newspaper in the United States and the oldest continuously published daily, stands out as the sole surviving afternoon daily in New York City, boasting a daily circulation of over 600,000 While it is renowned for its sports and entertainment coverage, the Post also prioritizes up-to-date political news as a significant aspect of its reporting Additionally, the newspaper's website ranks 8th among online newspapers in terms of readership, further extending its reach and influence.
This study collected news reports from two daily newspapers published between August 31 and November 1 The selected news articles were chosen randomly for analysis, focusing solely on news discourse Editorials, comments, and opinion pieces were excluded, as they belong to different genres that require distinct analytical frameworks.
Two set of data are under analysis in this minor thesis are 35 headlines and 24 full-text news reports Those headlines and full-text news are sampled randomly
In this study, the author utilizes a multifaceted framework, reflecting the evolving nature of Critical Discourse Analysis (CDA) This comprehensive methodology is favored by many CDA practitioners, as relying solely on a single scholar's perspective could jeopardize the validity of research outcomes in this field.
This research employs a mixed-methods approach, integrating both quantitative and qualitative analyses to explore key linguistic elements such as transitivity in headlines, naming referents, and lexicalization in full-text news reports These linguistic features and strategies serve as effective tools for uncovering underlying ideologies within media discourse.
This article employs M Halliday's Systemic Functional Grammar (SFG) to analyze the headlines from The New York Times and the New York Post regarding the 2008 U.S presidential election Each of the 35 selected headlines is treated as a clause, allowing for a detailed examination of their representation of the two candidates The focus of the analysis is on the Transitivity system within these headlines, aiming to uncover how each publication portrays the candidates.
In Halliday's Systemic Functional Grammar (SFG) theory, the transitivity system comprises three key components: process types, their participants, and the circumstances described within the text There are six distinct process types in English: Material, Mental, Verbal, and Behavioral.
Relational, and Existential Process These six process types are summarized in the table below:
Table 1 Summary of process types
Process Type Category meaning Participants
Material „doing‟ Actor, Goal, Recipient
Verbal „saying‟ Sayer, Target, Verbiage, Recipient
Analyzing the transitivity system allows us to discern the actions and interactions among presidential nominees within specific contexts This thesis examines selected headlines through the lens of transitivity, calculating the roles and processes assigned to each candidate by various newspapers By studying the transitivity in these headlines, we can uncover how reporters portray the presidential nominees and the underlying reasons for these representations.
Van Dijk (1998) emphasizes the significance of headlines in news reports, stating that they play a vital role in establishing coherence and semantic unity within the discourse Headlines encapsulate the essential information that journalists perceive as crucial, shaping how news events are defined and understood Readers typically align with these media interpretations unless they possess differing knowledge or beliefs, which underscores the influence of headlines on public perception of news events.
This thesis analyzes the ideologies present in the discourse of The New York Times and New York Post, focusing on how they represent the candidates of the 2008 U.S presidential election, Mr Obama and Mr McCain By conducting a transitivity analysis of the headlines, the research aims to uncover the underlying narratives and biases in the media's portrayal of these candidates.
- What are the prominent processes attributed to Mr McCain and Mr Obama?
- What are the roles assigned to these two candidates? (Actor or Goal/Receiver/Patient? Sayer or Target? Etc.)
2.2.2 Full-text news reports analysis
Based on the framework of van Dijk, Fowler and Kress, this full-text news reports analysis realized through the naming referents analysis and lexicalization analysis
Fowler and Kress (1979:200) emphasize that the way individuals name or address others reflects their perceptions of relationships and the context's formality or intimacy They argue that different forms of address indicate the speaker's or writer's assessment of respect and the nature of their interaction with the person being referred to or spoken to.
According to van Dijk (1988), comprehensive news reports reveal the complete narrative, highlighting underlying ideologies and biases Journalists utilize a socially and ideologically controlled framework of constructive strategies to present and reproduce news events, demonstrating that discursive practices can significantly influence ideological perceptions.
This article analyzes the naming references used by The New York Times and the New York Post for two candidates, highlighting their distinct approaches to addressing individuals while revealing potential biases in their naming conventions.
This article examines the lexical choices and wording used by two daily newspapers when reporting on candidates Mr Obama and Mr McCain By analyzing their coverage, the study aims to uncover the newspapers' biases and preferences, ultimately revealing which candidate they endorse for the presidency.
DATA ANALYSIS AND DISCUSSION
Headlines analysis
Through the analysis of headlines, an attempt is made to answer the following questions:
1/ What are the most prominent processes attributed to Mr Obama and Mr McCain by The New York Times and New York Post?
2/ What are the most prominent roles assigned to the two presidential candidates by the two newspapers?
3/ Why are the two candidates involved in such processes and roles in the two dailies?
In the two months leading up to the November 4, 2008 Election Day, media attention focused intensely on the two presidential candidates Analyzing the election coverage in The New York Times and New York Post during this critical period reveals how these publications ideologically represented the candidates, influencing public perception and potentially impacting the election outcome.
Table 2 Mr Obama’s roles in percentage in The New York Times
Material Mental Relational Verbal Behavioural Existential
Analysis of selected headlines from The New York Times reveals that the processes associated with Democratic candidate Mr Obama are predominantly material (84.6%) and existential (15.4%) In these material processes, Mr Obama primarily functions as the Agent (61.5%), showcasing his positive actions that reflect his energy and determination throughout the election campaign Occasionally, he is portrayed as the Patient (23.1%), indicating his role as the target of attacks from his opponent.
Obama Wraps His Hopes inside Economic Anxiety
Obama Raises a Record $66 Million in a Month
Obama Briefly Leaving Trail to See Ill Grandmother
Obama Appeal Rises in Poll; No Gains for McCain Ticket
Obama Led Opponent in Spending in August
Obama Attacks McCain on Health Care and Medicare, in Some Ways Inaccurately McCain Attacks, but Obama Stays Steady
Positive events relating to the Democratic candidate and his actions are often covered and stated right in the headlines, clearly, briefly and simply straight to the point without
Using puns and metaphors can portray a dynamic and effective leader, reflecting the American spirit Mr Obama, one of the youngest candidates for the presidency, represents a significant shift in politics as a non-white symbol of change His campaign emphasizes that meaningful change requires action, which is consistently highlighted in The New York Times headlines about him.
In the existential process, not Mr Obama himself but often his achievements play the role of the carrier, as in:
Obama’s Speech Is a TV Hit, With Viewers and Commentators Alike
The headline not only conveys the event but also highlights the context, noting the engagement of viewers and commentators This positive framing of Obama’s speech as a "TV hit" enhances its appeal Known for his exceptional oratory skills, Obama's true significance lies in the anticipation from commentators, which reflects the public's strong interest in him as a potential leader Increased positive attention can translate into greater voter support.
The New York Times employs neutral and objective language in its verbal processes, such as "lead," "rise," "attack," and "raise," to maintain an unbiased image However, its coverage of Mr Obama often featured favorable headlines, even when addressing his weaknesses, which were framed in a manner that downplayed their negative implications.
Obama Attacks McCain on Health Care and Medicare, in Some Ways Inaccurately
The New York Times initially refrained from directly labeling Mr Obama’s critic as inaccurate, opting instead to describe the claims as "in some ways inaccurately." In contrast, many other newspapers quickly referred to the statements as a "distortion."
In case the role of Patient was assigned to Mr Obama, that role still carries a positive meaning for him, for example:
McCain Tries to Link Obama to Financial Crisis
The phrase "tries to link" positions Mr McCain as the Agent, suggesting that his efforts to connect Obama to the financial crisis were not successful This wording implies that McCain struggled to achieve his intended goal, casting doubt on the effectiveness of his argument.
Or in one parallel headline:
McCain Attacks, but Obama Stays Steady
The headline "McCain attacks" implicitly identifies Obama as the omitted Patient, clarified by the subsequent phrase "but Obama stays steady." This transition from Patient to Agent highlights Obama's resilience and strength, portraying him as a brave and determined candidate through the positive connotations of "stay" and "steady." Ultimately, this headline conveys a powerful image of Obama, suggesting a narrative of unwavering confidence amidst criticism.
The headline contrasts McCain's aggressive approach with Obama's calm demeanor, suggesting that readers are more likely to perceive Obama as composed and steady rather than focusing on McCain's attacks This framing highlights the strength of Obama's stability in the face of criticism.
The transitivity analysis reveals that Mr Obama serves as the agent in nearly all actions highlighted in the selected headlines The positive portrayal of these actions by The New York Times contributes to a favorable image of the Democratic candidate, emphasizing his commitment to pursuing his dreams and fulfilling his responsibilities to the country.
Table 3 Mr McCain’s roles in percentage in The New York Times
Material Mental Relational Verbal Behavioural Existential
The analysis reveals that Mr McCain is prominently featured in the selected headlines, acting as the Agent in nearly 60% of them, while he is portrayed as the Patient in the remaining headlines.
In the role of Agent, Mr McCain's actions are primarily characterized by strong verbs, many of which convey negative rather than positive meanings.
McCain Excites Crowds With Criticism of Obama
McCain Tries to Link Obama to Financial Crisis
McCain Attacks, but Obama Stays Steady
McCain Is Faltering Among Hispanic Voters
McCain Abandons His Efforts to Win Michigan
While McCain Looked Away, Florida Shifted
McCain Fights to Keep Crucial Blue State in Play
Poll Says McCain Is Hurting His Bid by Using Attacks
The term "excite" typically carries a positive connotation, and while "McCain excites crowds" could be seen as advantageous for him, the methods he employed to achieve this excitement were questionable.
During a time of economic depression, Mr McCain's criticism of Obama fell short, as voters expected more practical plans rather than negative rhetoric While attacking an opponent's policies and character is typical in U.S presidential elections, a 72-year-old candidate relying on criticism of a younger, 47-year-old opponent may not resonate well with American voters.
Mr McCain's coverage in The New York Times was notably unfavorable, characterized by terms such as "abandon," "try," "falter," "fight to keep," and "hurt," indicating a perception of foreseen failure, especially in comparison to the more positive portrayal of Mr Obama.
In the role of Patient, Mr McCain appeared as a loser rather than a leader, as in:
Obama Led Opponent in Spending in August
Portraying McCain as a Man of the Past
McCain Seen as Less Likely to Bring Change, Poll Finds
Obama Attacks McCain on Health Care and Medicare, in Some Ways Inaccurately Business Cool Toward McCain’s Health Coverage Plan
Full-text stories analysis
This analysis of full-text stories reveals the discursive strategies and underlying ideologies in how The New York Times and the New York Post portray the two candidates of the 2008 US Presidential Election, focusing on key elements such as naming referents and lexicalization.
The New York Times maintains a formal tone in its coverage of the two presidential candidates by consistently using titles before their full names or last names, avoiding the use of first names alone This approach reflects a respectful acknowledgment of both candidates in the articles.
In The New York Times news reports, Mr Obama was often called:
Mr Obama the Democratic presidential nominee the presumptive Democratic nominee the Democratic candidate from Illinois
Meanwhile, Mr McCain was equally formally dressed as:
Senator John McCain the Republican nominee the presumptive Republican presidential nominee the Republican of Arizona
The New York Times employed subtle language to portray Mr Obama, referring to him as a natural speechmaker and highlighting his historic role as the first African-American presidential nominee.
The New York Times highlights Mr Obama’s exceptional public speaking skills by referring to him as a "speechmaker," a vital trait for any leader Additionally, labeling him as "the first African-American presidential nominee" evokes strong emotions and underscores the historical significance of his candidacy In contrast, Mr McCain is portrayed in a more neutral and formal manner, lacking any similarly positive descriptors, which reflects a distinct difference in the portrayal of the two candidates.
In conclusion, while The New York Times primarily employed neutral and objective references to both candidates, there were subtle indications that suggested a nuanced perspective in their coverage.
Unlike The New York Times, the New York Post does not use the title "Mr." before the names of presidential nominees Instead, they refer to candidates solely by their party affiliation, labeling Barack Obama as "the Democrat" and John McCain as "the Republican" when titles are included This distinctive approach highlights the Post's focus on party identification over traditional formalities.
This newspaper typically refers to the two candidates by their full names or last names, omitting any titles At first glance, their approach to naming the nominees appears to be largely equal.
In the New York Post text, Mr Obama was mostly called:
Obama the Democrat the Democratic candidate the Chicago Democrat
Mr McCain received the same way of naming:
Republican John McCain the Arizona senator
In American culture, it is common to refer to leaders or politicians by their full names or last names, typically accompanied by a title However, the New York Post deviated from this norm by addressing Mr Obama by his first name, as seen in the headline "Barack took illegal donation." This choice may imply a lack of respect for the Democratic candidate, especially when contrasted with their treatment of Mr John McCain, who was never referred to by his first name Instead, the Post opted for casual references like "O," highlighting a disparity in how the two candidates were addressed in the media.
―Bam‖ instead of ―Obama‖ in their headlines For, Mr McCain they neutrally used the reference ―Mac‖ or ―MCC‖
In the New York Post, Mr McCain is consistently portrayed neutrally in quotes, while Mr Obama is labeled with terms such as "celebrity," "tax raiser," and "world's biggest celebrity," highlighting a distinct difference in their media representation.
“After being painted by McCain's ads as a "celebrity" and a tax raiser, Obama yesterday released a cheeky ad that flashes back to 1982, when McCain, now 72, first came to Washington”
"He was the world's biggest celebrity, but his star is fading," a female narrator says
When a politician is labeled a "celebrity," it often suggests a focus on entertainment over leadership qualities This perception worsens when the celebrity's popularity declines, especially if a presidential candidate is tagged as a "tax raiser." In contrast, the New York Post refrained from using such negative labels for Mr McCain, highlighting a bias that favors the Republican nominee while casting the Democratic candidate in a less favorable light.
In this part, wordings for the two presidential candidates’ campaigns are analyzed to make it clearer the underlying ideology of the two newspapers in representing each candidate
The New York Times employs more favorable language when discussing Mr Obama's campaign outcomes and activities, while using less favorable terminology for Mr McCain, allowing readers to easily discern the contrasting portrayals of the two candidates.
Mr Obama is frequently portrayed in this newspaper as a leader who embodies his initial promises of hope and change, demonstrating calmness and sound judgment As a result, an increasing number of voters are gravitating towards him The New York Times' choice of words reflects its endorsement and serves as a call to action for support of the Democratic candidate, Mr Obama.
Table 6 Positivization of Mr Obama’s activities
Source Positive words for Mr Obama
Senator Barack Obama distinguishes himself from his opponent, Republican nominee John McCain, by positioning himself not as the "straight talk" candidate but as a change agent He emphasizes his commitment to introducing innovative and practical bipartisan solutions aimed at improving the economy.
Mr Obama’s favorability is the highest for a presidential candidate running for a first term in the last 28 years of Times/CBS polls
Senator Barack Obama raised more money in August than any presidential candidate has ever recorded in a one-month period
They [American voters] liked his [Obama’s] calm demeanor and the way he had handled the attacks on him from the McCain campaign
They [the American] continued to express greater confidence in Mr Obama’s ability to manage the economy, even as Mr McCain has aggressively sought to raise doubts about it
The ratings surpassed those of the Summer Olympics and the season finale of "American Idol" in May, contributing to the growing optimism surrounding the Obama campaign.
Democrats went to bed having heard terrific reviews of the final night of their convention television reviewers and commentators praised the overall staging [of Mr
Obama’s speech] The stagecraft was so phenomenal!
[Mr Obama] had an opportunity to get his message across to a record-breaking crowd of millions of American voters, and he used it effectively
Mr Obama demonstrated grace and composure throughout his campaign, showcasing the survival skills he developed during his intense 16-month nomination battle He focused on the economy, emphasizing his ability to be a trustworthy leader capable of steering the country in a new direction while maintaining a calm and steady demeanor.
CONCLUSION 1 Summary of major findings
Suggestions for further research
It is suggested that further research extend to:
- Analyzing other discursive strategies such as over-lexicalization, generalization or quotation patterns
- Analyzing the discourse of other media institutions such as radio coverage, television coverage or the Internet
- Analyzing the discourse of other newspapers rather than The New York Times and New York Post
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