<Emphasis Type="Italic">The Daily Show with Jon Stewart</Emphasis> and Audience Attitude Change During the 2004 Party Conventions |
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Authors: | Jonathan S Morris |
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Institution: | (1) Department of Political Science, East Carolina University, Greenville, NC 27858, USA |
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Abstract: | The intention of this analysis is to examine The Daily Show with Jon Stewart’s coverage of politics and assess the persuasive power of the program’s unique brand of humor. Evidence from a content analysis
of The Daily Show’s “Indecision 2004” coverage of the Democratic and Republican Party Conventions shows the program’s humor was much harsher
during the Republican Convention than it was during the Democratic Convention. While the humor in both conventions was heavily
based on self-deprecation and the exploitation of conventional political stereotypes, the ridicule of Republicans focused
much more on policy and character flaws. Humor pointed toward Democrats, on the other hand, tended to focus more on innocuous
physical attributes. Analysis of panel data collected by the National Annenberg Election Survey during the 2004 national party
conventions shows that exposure to The Daily Show’s convention coverage was associated with increased negativity toward President Bush and Vice-President Dick Cheney. These
relationships remain significant even when controlling for partisan identification and ideology. Attitudes toward the Democratic
ticket, John Kerry and John Edwards remained consistent. |
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Keywords: | Humor American politics Jon Stewart The Daily Show 2004 party conventions |
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