Maverick, escort, or style setter - TV news framing of candidates' spouses during the 2004 and 2008 presidential elections

Abstract

NBC, Fox, and CNN networks aired during their first nightly newscasts 324 stories in 2004 and 2008 that featured a visual of the candidates' spouses fulfilling the "escort" role. The spouses during these campaigns were largely seen but not heard. Fox in 2004 aired less than 1% of the candidates' wives speaking when compared to how much video it aired. Likewise, CNN in 2008 aired 2% of the candidates' spouses speaking compared to the amount of video it aired. During the 2008 presidential campaign, viewers saw many more stories featuring the candidates' spouses, especially on the Fox News Channel. During the latter campaign, the networks, especially CNN, also featured much more video of the candidates' spouses. In both elections, the Republican candidates' spouses were clearly much more present on the campaign trail than were their Democratic counterparts. © Taylor & Francis Group, LLC.