Quantitative Content Analysis of Fox News Media

Quantitative Analysis
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Quantitative Analysis
Introduction
The period selected for the coded videos was 1st to March 14th, 2020. Based on the coded videos, we can perceive that Fox News was a pro-republican news channel. Throughout the analysis, we can see that there are incidents of unfair criticism against the democrats, particularly Hillary Clinton. The main video used for the quantitative analysis focuses on Hillary Clinton's attacks on Biden and Sanders as a misogynist. She accused the American society of a misogynist society that undermined the role of women in leadership. Through this analysis, the goals are to underscore how media plays a critical role in shaping people's perception of democracy, and especially the participation of women in political leadership. The presenter in Fox News is outrightly damaging the image of Hillary Clinton, making her look like an insincere character and unable to lead the nation in any role. Even the female presenter within the show reveal their political biasness as they accuse Hillary of defending her husband when she committed sexual crimes. The analysis goals are how media plays a critical role in character damage and the shaping of public perception of women in politics.
Literature Review
It is undeniable that mass media is a strong force in the political developments in the world. Moreover, the participation of women in political leadership is based on how the media portrays them. McNair (2009) noted that media is a vital ingredient of democratic societies. It is the avenue through which people understand how the government work, whom they can elect for a particular position, or whom they should reject in any election. The reports and analysis presented through the media not only shape people's perception but also how they consume the media. There are individuals who critically think through whatever they see on media before making up their minds. However, the approach to the presentation can limit people's ability to decide independently. Whenever there is a lack of logical consideration of what the reporters are saying, the decisions will be based on populist analysis, propaganda, and innuendos (Uscinski & Goren, 2010). Carlin and Winfrey (2009), referring to the 2008 experience of Hillary in politics, highlighted how media could influence election outcomes through sexist coverage of the campaign process. Instead of giving a fair comparison between the candidates competing, the reporters focus on a biased analysis of issues, focusing on the personal weaknesses of one candidate in order to promote the most preferred candidate to the public (Patterson, 2016).
The video presents Hillary Clinton as the wrong candidate and someone who cannot qualify for the presidential bid. During the chosen period, we can see how Fox News was focused on undermining the image of Hillary Clinton are an ideal candidate for the Democrats. Another aspect that we can perceive is that she is blaming Biden and Sanders for not giving support to women. She claims that America is a misogynist political space. One of the female presenters accuses her of being selfish. Since she support...