Third-Party Blind Spot - John F. Kirch

Democracy suffers when the news media ignore long-shot candidates and the
ideas they espouse

While the news media did an effective job this year of covering the
presidential campaign between Democrat Barack Obama and Republican John
McCain, the press still has a major blind spot when it comes to writing
about third-party contenders.

According to a basic LexisNexis database search of election coverage
from Aug. 5 to Nov. 5, The Washington Post and The New York Times
published a combined 3,576 news stories, editorials, op-eds,
photographs and letters to the editor about Mr. Obama and 3,205 items
about Mr. McCain. By contrast, the two dailies published only 36 items
about independent Ralph Nader, 22 about Libertarian Bob Barr, five
about Green Cynthia McKinney and three about the Constitution Party's
Chuck Baldwin.

The Baltimore Sun was not much better, publishing 384 news items about
Mr. Obama, 327 about Mr. McCain, eight about Mr. Nader, four on Mr.
Barr and two each for Ms. McKinney and Mr. Baldwin.

None of these candidates garnered more than 2 percent of the popular
vote on Election Day. But how third-party candidates are covered by the
news media is an important issue that should be taken more seriously,
given that we live in a democratic society that proclaims deference to
the First Amendment and honors the notion that we are all better off
when a wide range of proposals are aired.

The news media are allowing themselves to be co-opted by the Democrats
and Republicans into viewing campaigns solely through the prism of the
two-party system. This means that the major parties control which
issues are permitted into the debate, thus denying the public a chance
to hear proposals that might seem extreme today but could gain traction
in the future if only voters had an opportunity to consider them more
seriously. Remember, third parties have been the catalyst for many
reforms throughout American history, including the abolition of
slavery, tough child-labor laws, free public education, strong business
regulations, direct election of senators and women's suffrage.

By including more substantive coverage of third-party candidates, the
press could help open the door to innovative alternatives to old
issues. It might force the two major candidates to come off message
more often and eventually adopt the new ideas pushed by otherwise
marginalized candidates, much like the Republican Party did when it
absorbed some of Ross Perot's proposals after the 1992 election.

Part of the reason that the news media ignore most third-party
candidates is that most journalists tend to view campaigns almost
exclusively as a contest of winners and losers. The criteria by which
journalists judge candidates play to the strengths of the major parties
and set up a no-win situation for all other contenders: Third-party
candidates are not covered because they do not demonstrate public
support, but they cannot gain public support because they are not
covered by the news media.

In addition, viewing campaigns mostly as a "contest" is a mistake,
because numerous political science studies conducted over the past 50
years strongly suggest that campaigns actually have little impact on
election results.

Where campaigns really matter is in their ability to educate the public
about new ideas. Studies have shown that while voters don't always
remember the specific policy proposals of each candidate when they go
to the ballot box, they nevertheless learn enough during the course of
a campaign to make sound judgments about which path the country should
take.

What this tells us is that campaigns are about more than just the horse
race. They are a time in the nation's political life cycle when voters
consider the problems facing the country and look for a wide range of
solutions. Including minor-party candidates in this debate could infuse
new ways of looking at old issues, challenge basic political
assumptions and create avenues for new movements to challenge the
hegemony of the Democrats and Republicans.

John F. Kirch is an adjunct professor of journalism at Towson
University and the University of Maryland. His e-mail is
jfk909us@aol.com