Agenda-driven newsmakers that represent Lobbyist/Advocacy Groups, Non-Profits/NGO’s and Think Tanks have most of their coverage about social issues. Out of these three types of newsmakers, those representing Lobbyist/Advocacy Groups have received the most coverage.
Although they make up only 5% of the election coverage since April 17, newsmakers that represent institutions (Lobbyist/Advocacy Groups, Non-Profits/NGO’s, Think Tanks) can provide a unique perspective on the election. Out of the three types of institution newsmakers, those representing Lobbyist/Advocacy Groups have the highest VoiceShare with almost half of the statements coming from them. This is due to the new role that Super PAC’s have played in the election. Since they are technically not associated with the campaigns themselves, Super PAC’s are part of the Lobbyist/Advocacy Group newsmaker type. Statements from Super PAC representatives and Super PAC ads have been amplified in print, radio and television broadcast.
While the overall election coverage has been primarily focused on Campaign Strategy since April 17, statements from Lobbyist/Advocacy Groups, Non-Profits/NGO’s and Think Tanks are more focused on Social Issues. This is due to President Obama’s endorsement of same-sex marriage back in May. Following the announcement, advocacy groups on both sides of the issue received a lot of coverage. Statements from them increased 600% from the week prior to the announcement. Also, the 5:4 ratio of positive: negative sentiment toward Obama on Social Issues from these newsmakers shows that the issue received relatively even coverage.