Framing the Youth in Campaign 2004

Abstract

This article reports results of a content analysis of 372 print and televised media stories about young voters during the 2004 U.S. presidential campaign. Despite an extensive media database search, findings indicate a surprisingly limited amount of media coverage of the youth vote. Results indicate that in the sample of stories addressing young voters, young voters were the prominent focus of 58% of the sample, a moderate reference in 24%, and a negligible mention in 18% of stories. Framing of young voters and youth-voter mobilization efforts were more positive than negative in tone (39% to 11% and 51% to 9%, respectively) during the campaign. However, media coverage presented a mixed opinion of the young-voter turnout, with 33% of stories framing the turnout positively and 34% framing turnout negatively. Implications of media framing and coverage are discussed and future research ideas are presented.