两党博弈媒体 媒体倾力助阵——2012美国总统大选冲刺阶段各类媒体评析

The Two Parties Compete to Win in Media Campaign The Media Goung AU Out to Support

刚刚结束的美国总统大选和以往历届一样,要想入主白宫,必须借助于媒体力量方可。笔者在美国期间刚好赶上了本届总统大选,实地认真地观察了此次选举,对美国国内各类媒体在大选中的具体表现有着切身感受,因而,通过本文对美国几大主流媒体在本届大选中的具体表现,做一番较深入探索,着重从新闻学、传播学、广告学视角探讨各类媒体在大选最后那段日子的所作所为,力争能在传播学研究领域有一个新的启迪。

In past U.S. presidential elections, aspirants for the White House have relied heavily on help from the media to make their cases for the presidency; this just- concluded electoral contest was no exception. The author, Cui Yinhe, followed the 2012 election carefully and also had the good fortune to observe Election Day first - hand, during a visit to the United States. In this paper, the author analyzes what the major outlets of the American media did and how they behaved during the last days of the 2012 election. The paper employs a journalistic and communication studies perspective, and it additionally probes new methods of study in the field of media communications.