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Is More Better? Effects of Newsroom and Audience Diversity on Trait Coverage of Minority Candidates
Published online by Cambridge University Press: 25 January 2022
Abstract
This article examines how the racial composition of newsrooms and that of the news audiences influence campaign coverage of candidates. Using observational data compiled from multiple sources for analyses, our findings suggest that candidate trait coverage is influenced by what we term racial congruence at two levels. First, when the number of non-white journalists increases in newsroom, white candidates are more likely to receive positive trait coverage than non-white candidates, which is likely compounded by multiple constraints racial minority journalists face in the newsroom. This racial congruence phenomenon is also present in areas with large non-white adult populations. The larger this population, the higher is favorable news coverage for non-white candidates compared to white candidates. The race of candidates, journalists, and audiences does not have a combined effect on news coverage, indicating that the effects of more diverse newsroom members are not necessarily driven by market incentives.
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