The Outcome of the U.S. Election Affects Us All – A comparison of NRK's and YLE's online news coverage of the 2012 U.S. Presidential election

Abstract

This study examines how the 2012 U.S. Presidential election was covered in the online news of two Nordic public service broadcasters, Norwegian NRK and Finnish YLE. In particular, the study investigates the prevalent news frames and which candidate is given more visibility. Furthermore, the study explores how online-specific journalistic practices differ between NRK and YLE. Finally, the study seeks explanations for possible differences by reflecting media and country-specific characteristics. The study revealed many similarities and some differences between the two Nordic public service broadcasters and their journalistic approaches behind the election news reporting. A content analysis of 146 news items – published during a five final week period before Election Day – showed that the majority of both NRK s and YLE s news stories focused on horse race and strategy frame rather than substantial issues. It also revealed that neither NRK nor YLE uses the full potential of the internet as a news platform even though hyperlink items and video material were included in the news stories to some extent. There were no significant differences between NRK and YLE concerning how they framed their election news online but the journalistic practices varied. NRK s coverage was more extensive and it focused on in-depth analyses while YLE s coverage mostly included short news texts based on international news agencies material. I believe that this variation is due to NRK s stronger financial resources at the organizational level and the strong bond between Norway and the U.S. with regard to NATO.