Visual Priming and Framing During the 2020 Democratic Presidential Debates: Electoral Status Predicts Favorable Camera Treatment

Abstract

The 2020 Democratic presidential primary debates provide a unique opportunity to systematically evaluate network visual production choices in a multicandidate context. The joint decision of the Democratic National Committee and NBC to include an expansive field of twenty contenders through “prime-time” debates on consecutive nights (June 26 and 27, 2019) provided for a natural experiment with equal numbers of top- and second-tier candidates randomly assigned to each night. In this preregistered study, we evaluate whether candidates are treated differently in the amount of camera time they receive (visual priming) and types of camera shots they appear in (visual framing) based on electoral status. We replicate a study of the initial two Democratic and Republican 2016 presidential primary debates for each party and that found the top-two candidates received substantially better visual coverage than all others. We confirm and extend these findings by evaluating different operationalizations of electoral status (top-two, top-tier, stage position, and poll standing). Findings suggest that when visual priming is considered, stage position outperforms other electoral status indicators in terms of explaining variance for total camera and average fixation time. In terms of visual framing, head-and-shoulder “one-shots” are better predicted by top-tier status, whereas public opinion poll standing predicts increased time spent in multiple-candidate shots. Finally, appearances in “two-shots” (side-by-side and split-screen portrayals) were not significantly explained by electoral status, likely due to the paucity of these depictions.