Figure 13. Tone of Clintons Coverage, by News Outlet
The horserace was the main focus of Clintons coverage, accounting for more than two-fifths of her coverage (see Figure 14). Her policy positions received less attention than did Trumps (9 percent versus 12 percent) and the coverage was less focused. Whereas his position on immigration received considerable attention, she did not have a single policy issue that accounted for more than 1 percent of her coverage. If she had a policy agenda, it was not apparent in the news. Her lengthy record of public service also received scant attention.
On the other hand, Clintons controversies got more attention than Trumps (19 percent versus 15 percent) and were more focused. Trump wallowed in a cascade of separate controversies. Clintons badgering had a laser-like focus. She was alleged to be scandal-prone. Clintons alleged scandals accounted for 16 percent of her coveragefour times the amount of press attention paid to Trumps treatment of women and sixteen times the amount of news coverage given to Clintons most heavily covered policy position.
The ten news outlets in our study varied in their attention to the Clinton scandal allegations. The Los Angeles Times gave them the least space7 percent of its Clinton coverage focused on the scandals. The Los Angeles Times actually gave more news space to Clintons policy positions than to the alleged scandalsthe only one of the ten outlets to do so.
Fox News was at the other extreme, spending 27 percent of its Clinton coverage on the scandals. CNN was second at 18 percent. The cable networks thrive on controversy, and Clintons alleged scandals were no exception. All three broadcast networks also played them up. The average for ABC, CBS, and NBC was 16 percent. The average for the newspapers in our study was several points lower (11 percent).
In all ten outlets, the tone of coverage of Clintons alleged scandals was highly negative. It equaled or exceeded 95 percent negative in every outlet except NBC, The New York Times, The Wall Street Journal, and The Washington Post. The Post was the least negativeits coverage divided 90 percent negative to 10 percent positive. With the possible exception of the Post, none of the outlets made a concerted effort to put the allegations in context. Was Clintons merging of her personal and official emails, which had also been the practice of other top officials, an egregious and possibly disqualifying error of judgment? The question went largely unanswered in the news coverage, as journalists wrote instead on how the email scandal was causing her to lose voter support.