Boston, October 19, 2012: Although Obama´s media image improved after the second debate, Romney maintains a positive momentum on important economic issues. With neither candidate grabbing a strong lead in the polls, media tonality on the economy will be a decisive factor, according to Media Tenor International.
Romney clearly benefited from what the media called “Obama´s lackluster performance” in the first debate, and although Obama regained positive tonality on foreign policy and leadership, Media Tenor research found that the 2nd debate did not create as much momentum as the first.
“Despite criticism on Romney´s tax policies, the debate has proven more beneficial for him. He manages more positive ratings from the media on both taxes and economic policies,” notes Casey Chancellor, analyst at Media Tenor. “Obama, in contrast, manages positive ratings on decreasing unemployment, and a strong performance of the stock market traditionally bodes well for the incumbent.”
FOX and WSJ are less positive on the economy than in September, while other media have stabilized their tone. Consumer confidence has been on the rise since August.
“Overall, negative media tonality on US industries outweighed the positive,” says Chancellor. “Given Romney´s experience, he could be viewed as a viable president if the business climate is portrayed as negative.”
“At this point, both candidates are vulnerable to the media portrayal of the economic situation, rather than the debates,” adds Chancellor.
Meanwhile, Obama is more positively associated with the key swing state of Ohio, while Romney manages slight media favor in the states of Florida and Colorado.
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