Harris as the VP choice was not a surprise to the media audience, but will it make a difference?

August 12, 2020. New York. – Media coverage leading up to Joe Biden’s selection of Kamala Harris as his running mate for the 2020 election, indicated that Harris was the obvious choice. However, with vice presidential nominees having a limited impact on voter choice and it is not yet apparent what the long-term impact of her selection will be on the election outcome, according to new research from Media Tenor International.

Harris has been able to achieve a much more positive media image than Mike Pence, but it is notable that Pence has been able to maintain a near neutral image even as he has been framed as leading the U.S. COVID-19 response effort, which has not been going well. Whether Harris’s image on U.S. TV news can sustain positivity as the focus turns to her record and the groundbreaking nature of her candidacy along race and gender lines will become apparent as news coverage shifts away from the announcement.

Volatility in Biden’s media image suggests that news audiences who are likely to vote have not yet received information that enables them to make firm decisions in their election choice. Upcoming party conventions and debates may help clarify the narrative.

For over 25 years Media Tenor's mission has been to contribute to objective, diverse, and newsworthy media content by bringing together the diverse parties. Media Tenor's global research projects include analyses of election campaigns, investor relations, public diplomacy, corporate communications and other topics critical to news makers and news audiences.

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