Quantitative Content Analysis: Monitoring Media

Quantitative Content Analysis
Student's Name
Institution
Course
Professor
Date
Quantitative Content Analysis
Introduction
The period chosen for this analysis was between 1st to 14th September 2016. This was the moment when the presidential campaigns between Donald Trump and Hillary Clinton were happening. In this regard, there was much propaganda and focus on the issues concerning the candidates to persuade the public to vote for a preferred candidate. From the coded video, we can see how the presenter from Fox News politicizes a health issue affecting Hillary Clinton, the Democrat presidential candidate. The main video focuses on Hillary Clinton after her campaign was canceled due to fears of her collapsing from pneumonia. Through the attacks and biased statements presented through the video, we can perceive that Fox News was a pro-Republican news channel. Hillary Clinton was the first American woman to view as a presidential candidate, and this was a historic move, especially him vying against a man. However, as we can see, there was a biased analysis of the political happenings, and the panelists were determined to falsely undermine the candidature of Hillary Clinton. From this analysis, the goals are to ensure that how political biasness in the way campaigns were covered affected the presidential outcomes in 2016. There was an outright undermining of Hillary Clinton in the Fox News approach to media reports.
Literature Review
The monitoring of media is an important aspect that can be used to gauge and understand the political happenings and how gender bias is prevailing. This is a trend that has been observed across many nations of the world (GMMP, 2015). Journalists are determined to pass propaganda, innuendos, and outright lies in order to undermine the candidature of certain politicians. Mass media reporting has influenced the way people vote. Through reports in the media, people can be influenced to understand the manifestos, policy framework, and social stances of individuals (McNair, 2009). The process of reporting the information can shift people's minds and stances on certain issues within society. This is done by constant reminders of the various themes, messages, and political messages that undermine certain candidates and promote others. The biased presentation of information within Fox News played a significant role in shaping the outcome of the 2016 presidential election (Lawrence & Rose, 2009). Even when issues do not warrant political consideration, we see that the media can spin the truth and portray it as something dangerous when people elect the candidate for the position he or she is vying for. Therefore, we can perceive that Fox News has a biased analysis and criticism of political affiliations.
Theory
In order to undertake the analysis successfully, we will use the cultivation media theory. The main argument of the theory is that continuous exposure to media shapes the perception and social understanding of the audience. In this regard, as Fox News continued to undermine Hillary Clinton, the people developed a negative percep...