Quantitative Content Analysis in Journalism

Quantitative Analysis
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Quantitative Analysis
Introduction
From the presentation style, we can perceive that Fox News leans towards the democratic side. There is evidence of political bias in the way issues are presented, which affirms that the channels support the democrats and promote their agenda. Concerning the former United States Presidential candidate, the reporters are trying to contemplate her reaction after Kamala Harris and Joe Biden won Wisconsin, which she had lost in her previous presidential bid. It highlights how the era of Hillary Clinton has come to an end as Kamala Harris makes history as the first woman with African American and Hispanic roots. In this analysis, we will address the issues of gender, voting, and how media reporting can influence people's perception of their politicians.
Literature Review
Journalism is a major force that determines how people vote or choose their leaders. Through reports, it is possible to understand how democratic governments work (McNair, 2009). (Uscinski & Goren, 2010)Through media reporting, people's perceptions of important issues are shaped. Individuals vote for different reasons, and most of their decisions are never based on rational thinking. Undertaking a quantitative analysis of media reports can reveal how media houses influence trends by including certain concepts, propaganda, and political leanings. The goal is to present a message that a particular candidate or political leaning is better compared to another (Bhatia, Goodwin, & Walasek, 2018). There is a difference in the way media houses operate, which structures the allegiance and opinions of people regarding certain candidates. In 2016, media houses such as Fox News were at the forefront in exposing scandals of Hillary Clinton, which affected the outcome of the presidential election. In the recently ended presidential election, we can see that the media took a central role in promoting the candidacy of Joe Biden and Kamala Harris. As the first woman vice-president, with both African American and Hispanic roots, the media shaped a perception of transformation and historic achievement. Through trait association between the political candidates, people voted overwhelmingly for Biden and Harris. In Wisconsin, where Clinton had failed to win with the democratic ticket, Harris, and Biden made history by winning. As we can see from the reporting, this is a historic moment regarding how internet news can shape people's understanding of certain issues. These issues include gender, minority groups, and democratic transformation through the participation of women in important leadership positions (GMMP, 2015; Carlin & Winfrey, 2009).
Theory
In order to understand the presentation of Hillary Clinton in light of Biden and Harris's win in Wisconsin, it is important to use media theories. The magic bullet theory clearly explains how Fox News is shaping people's perceptions and how they should vote. According to the theory, mass media is likened to a gun, firing bullets of information at a passive audience (Lumen, n.d.). Through such incentives, the media is able to instill certain ideas,...