John McCain and the Media

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McCain in Perrysburg, Ohio with the press.

Since receiving the Republican Party’s nomination for President Senator John McCain’s (R-AZ) relationship with the press has changed. McCain was a media favorite because of unfettered access and informality during the campaign trail. Now is a different story.

“His relationship with the press has completely transformed,” said Quinnipiac University History professor Cheryl Szetela. “From one of complete openness to one of distrust of accusation. It is representative of the transformation of McCain the candidate from who he was as a candidate in 2000 to whom he is now and because he has reached a new threshold of success, there is simply a need to insulate himself from the press.”

The relationship McCain had with the press during the primary resulted in McCain having more coverage. Now, with less access the press has shifted their attention to issues and McCain’s history instead of personality. With less access the media, according to John McCain has manufactured a scandal, about him having an affair with one of his aides; McCain has begun to attack both The New York Times and MSNBC.

“A more aggressive posture leads to more stories that are negative in subject and tone,” said Quinnipiac University Journalism professor Rich Hanley. “The more these stories are published, posted and aired, the more damage it causes to the candidate in the aggregate relative to voters who haven't made up their minds. It is likely that media coverage won’t influence [the election].”

During primary season McCain promised weekly press conferences to the media but has broken that promise many times since receiving the nomination.

“Voters could not care less about how a candidate treats the media,” said Hanley. “In fact, a typical tactic of Republicans that has been in play for 40 years is to inoculate their candidates against negative coverage by asserting that the media have a liberal bias and is out to get the candidate.”

Szetela says that this tactic allows McCain to paint his running mate Sarah Palin to be the victim. Due to this Palin does not have a relationship with the press and the McCain campaign is trying to turn this into a positive element. This could help with some voters who think the media is trying to belittle her.
Meanwhile, Barack Obama’s (D-IL) relationship with the press has been more traditional than McCain’s. He is not someone who courts the press as McCain has in the past.

“The relationship between the media and Obama is more grounded in political professionalism than personality,” said Hanley.

Despite this, McCain’s campaign manager has accused the New York Times of being an agent for Barack Obama rather than a news organization.

“The best relationship [between the media and Presidential candidates] is one where the media maintains an arms-length distance,” said Hanley. “[The Media should] cover the office regardless of the personality of the person who occupies it.”