Network adwatches: Policing the 1996 primary and general election presidential ads

This article presents a content analysis of 93 televised adwatches that app eared on ABC, NBC, and CBS network evening news programs during either the 1996 presidential primary (n=40) or general election campaign (n=53). Since the media's role in a democracy often is highlighted by its responsibility to provide citizens with information needed to make informed and rational decisions, this article analyzes political adwatches in regard to the socia l responsibility theory of the press. Findings indicate that CBS Evening Ne ws journalists did a better job at incorporating adwatch recommendations su ggested by academicians to improve voter understanding about potentially mi sleading advertising content. However, content analysis of 298 primary and general election presidential candidate ads revealed that television journa lists did not identify or discuss ethically suspect technological manipulat ions present in a large percentage of the 1996 spots.