Horse Race, Media Coverage of

HORSE RACE COVERAGE is the style of media reporting that dominates contemporary electoral news, focusing almost exclusively on how a candidate is faring in the campaign. The term “horse race” alludes to the tendency to describe politicians, candidates, and their staff as competitors in a race. Horse race coverage, for example, emphasizes which candidate is ahead in the electoral race, and who is falling behind. Legislative debates are similarly portrayed as a battle between individuals fighting for their political livelihood. In short, horse race coverage is a narrative-framing device that shapes what is covered, and how electoral events and candidates are interpreted in the news. It is sometimes difficult to determine if a newspaper article or televised segment falls exclusively into the category of horse race coverage. Yet, the general consensus is that horse race reporting dominates contemporary coverage of politics and shifts the focus of campaign and legislative news away from in-depth discussions about political issues.

In order to identify the winners and losers throughout an electoral or legislative cycle, horse race coverage is quantified by poll results. Media outlets conduct continuous public opinion surveys to assess the significance or effect of campaign events, such as presidential debates, almost exclusively for their relevance to a victory on Election Day. Horse race coverage analyzes candidate platforms, images, and endorsements for their contributions to a candidate's momentum or viability as a preferable option for voters.

Similarly, reporters who adopt a horse race approach to campaigns tend to construe all candidate activity as a strategy engineered to garner favor with voters. A politician's change in hairstyle, staff, or message, for example, might help increase odds with a particular demographic or suggest an impending decision to run for office. This narrative is woven into news reports through language about competition (such as, “he's in the lead” or “the debate was a draw”), topics of coverage, and through photos and sound bites that translate extensive campaign activities into snapshots of electoral coverage.

The move to report elections as sport dates back to the 19th century when journalists would estimate the size of the crowd at campaign events to gauge the candidate's popularity. Television, in the 1950s and 1960s, followed by the birth of the 24-hour news cycle, contributed to the trend in coverage by emphasizing the visual and creating a market for continuous updates from the political scene.

Particularly in the United States, during the 1970s and 1980s, the declining strength of political parties combined [Page 308]with a new primary system and campaign finance laws, to grow the field of candidates seeking nomination for the presidency. In turn, horse race coverage gained popularity as a simple means for reporting the complex competition between the candidates. Electronic media, including the internet, continue the trend toward horse race coverage by speeding up and extending the network of outlets for public political commentary. Poll results are instantaneous and the press can offer real-time, continuous updates on which candidate or what issue is gaining ground in the race for victory.