A cross-national analysis of election news coverage of female candidates' bids for presidential nomination in the United States and South Korea

Abstract

This study has explored the US and Korean newspapers' election coverage in regard to their respective nations' female candidates relative to male rivals during the 2007-2008 presidential nomination campaigns. The findings reveal that both US and Korean newspapers displayed no bias in adopting personal, issue, and viability frames to cover the female candidates versus the male candidates. Additionally, the US dailies gave Clinton as much attention as Obama, as can be seen in the similar amount of articles, headlines, and primary coverage; however, Park, the female candidate in Korea, garnered a lower amount of articles and headlines, and was featured much less as the primary focus when compared to Lee, her male rival, in the Korean dailies. Evidence of biased coverage in the USA is found in the slant of coverage Clinton received. The overall tone of campaign coverage was less positive toward Clinton. While there was no tonal difference between Park and Lee in overall stories and headlines, the tone of Park's viability coverage was less positive than that of Lee, indicating that she was less likely to be the elected nominee for the party.