The 2024 U.S. Presidential Race in the Media Reflection of The New York Times

Abstract

Abstract: In a rapidly changing media landscape, classical theories about the influence of the media on public opinion are taking on new dimensions. This study aims to examine how the 2024 U.S. presidential race – with a focus on the campaigns of Kamala Harris and Donald Trump – is reflected in The New York Times, and what is the dominant narrative of the media overall framing the political discourse. Specifically, the research focuses on two key questions: 1. What are the main trends and features in the presentation of the presidential campaigns of Kamala Harris and Donald Trump in the publications of The New York Times? 2. How are the images of two candidates built and maintained in the American daily newspaper – what are their political messages and characteristics? The conclusions based on a quantitative and qualitative content analysis of 4,213 communication units reveal contrasting editorial portrayals: Harris is framed as progressive and unifying, Trump as a threat to democracy, confirming the continued agenda-setting power of traditional media in shaping political perceptions.