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JOURNALISTS VERSUS READERS: A LOCAL VERSUS NATIONAL ELECTION AGENDA
Local journalists believe that a good election story is synonymous with a local story; one
editor suggested that a good election story is‘something that affects local people, a local issue’. Analysis of local press coverage confirmed this assessment and revealed that, of the 1,250 election-related items published in 2001 (934 [74.7 per cent] articles, 64 [5.1 percent] editorials and 252 [20.2 per cent readers’ letters], an emphasis on the ‘local’ was evident in 733 (58.6 per cent) reports. Indeed, coverage in 2001 was notably more locally oriented than in 1997 (49.7 per cent local), 1992 (47.7 per cent) or 1987 (44.7 percent).
Most significantly, Table 1 illustrates not only the extent to which different editorial formats correlate with different emphases on the ‘local’ or the ‘national’ in election coverage, but a more significant phenomenon. Since articles can be considered to be an expression of journalists’ issue agenda, while letters articulate readers’ preferred concerns, Table 1 reveals nothing less than the highly divergent appetites of journalists and readers for local and national news.
Two findings are striking. First, while almost 70 per cent of articles are locally oriented, expressing journalists’ ambitions to provide readers with election stories focusing on local issues, only 25.8 per cent of readers’ letters share this local concern. Local journalists, at least so far as election coverage is concerned, seem to be talking past, rather than to, their readerships. Secondly, Table 1 also illustrates the disjuncture between different journalists’ approaches to election coverage. The journalistic emphasis on the local, so evident in articles (69.2 per cent), finds no equivalent among the senior journalists who write the editorials, where the preferred focus (65.6 per cent) is on national policies and issues. The distinctive agendas of journalists and readers are revealed when the thematic priorities expressed in articles and letters are compared (see Table 2).
For readers, the two key issues in their wide-ranging electoral agenda are Europe (17 per cent) and taxation (13.5 per cent), but these topics figure much less prominently in journalists’ concerns (Europe: 3rd place, with 7.7 per cent; taxation: 7th place, with 3.6 per cent). In pole position for journalists, in a much narrower agenda, is ‘candidates’ (52.7 per cent), reflecting their ambition (a constant theme in interviews) to present readers with information about candidates and to stress candidates’ ‘localness’. This theme does overlap in journalists’ and readers’ five most frequently cited items, but occurs in third place in readers’ priorities (12.9 per cent).
Local journalists believe that a good election story is synonymous with a local story; one
editor suggested that a good election story is‘something that affects local people, a local issue’. Analysis of local press coverage confirmed this assessment and revealed that, of the 1,250 election-related items published in 2001 (934 [74.7 per cent] articles, 64 [5.1 percent] editorials and 252 [20.2 per cent readers’ letters], an emphasis on the ‘local’ was evident in 733 (58.6 per cent) reports. Indeed, coverage in 2001 was notably more locally oriented than in 1997 (49.7 per cent local), 1992 (47.7 per cent) or 1987 (44.7 percent).
Most significantly, Table 1 illustrates not only the extent to which different editorial formats correlate with different emphases on the ‘local’ or the ‘national’ in election coverage, but a more significant phenomenon. Since articles can be considered to be an expression of journalists’ issue agenda, while letters articulate readers’ preferred concerns, Table 1 reveals nothing less than the highly divergent appetites of journalists and readers for local and national news.
Two findings are striking. First, while almost 70 per cent of articles are locally oriented, expressing journalists’ ambitions to provide readers with election stories focusing on local issues, only 25.8 per cent of readers’ letters share this local concern. Local journalists, at least so far as election coverage is concerned, seem to be talking past, rather than to, their readerships. Secondly, Table 1 also illustrates the disjuncture between different journalists’ approaches to election coverage. The journalistic emphasis on the local, so evident in articles (69.2 per cent), finds no equivalent among the senior journalists who write the editorials, where the preferred focus (65.6 per cent) is on national policies and issues. The distinctive agendas of journalists and readers are revealed when the thematic priorities expressed in articles and letters are compared (see Table 2).
For readers, the two key issues in their wide-ranging electoral agenda are Europe (17 per cent) and taxation (13.5 per cent), but these topics figure much less prominently in journalists’ concerns (Europe: 3rd place, with 7.7 per cent; taxation: 7th place, with 3.6 per cent). In pole position for journalists, in a much narrower agenda, is ‘candidates’ (52.7 per cent), reflecting their ambition (a constant theme in interviews) to present readers with information about candidates and to stress candidates’ ‘localness’. This theme does overlap in journalists’ and readers’ five most frequently cited items, but occurs in third place in readers’ priorities (12.9 per cent).
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