Boston, July 27, 2012: Even as Romney devotes campaign time overseas, international media interest in US election politics remains low – indicating a shift in US clout and diplomatic significance, according to research from Media Tenor International.
According to Media Tenor data on TV reports from Canada, the UK and other European media on both Romney and Obama, international media has paid little attention to the US election since May. Of the few news stories, the overall tonality has been more negative for both the current president and candidate Romney.
“Back in the 80s and 90s, foreign state visits by current US presidents and presidential hopefuls generated important media visibility for politicians,” notes Casey Smith, analyst at Media Tenor. “It was a diplomatic strategy to address issues the US constituency deemed important. The current lack of interest in either candidate from international news sources indicates a noteworthy shift in US power and image abroad,” Smith adds.
“Romney´s recent trip mirrors Obama´s efforts to generate media coverage during his campaign back in 2008. Obama failed to generate more positive coverage then, and, with a lack of interest from foreign media on the US, Romney will likely receive similar results.”
Meanwhile, US TV networks remain cool on Romney in regards to international politics and issues, while Obama also has low visibility and more negative tonality overall on these topics. Since May, the topics associated with both candidates are nearly identical in US news, with party politics still overshadowing more salient coverage on economic and social policies.
TV tonality on the economy is at an all time low and the polls have barely shifted in the past three weeks
“Recent criticism in German and US news about Obama´s high campaign expenditure highlights an important issue,” adds Smith. “Expensive political ads and current campaign strategy have done little to shift polls to favor either candidate.”
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