VISUAL BIASES IN TELEVISION CAMPAIGN COVERAGE

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Abstract
Based on the results of an interrogation of cameramen who were considered experts for the application of camera techniques, a content analysis of camera positions in presenting the two candidates for the office of the Chancellor of the Federal Republic of Germany in the 1976 election was carried out. In addition, all verbal statements by journalists on positive and negative reactions of the public toward the two candidates as well as the optical display of positive and negative reactions were analyzed. Visual biases could be found evaluating the application of camera techniques by judgments of cameramen and confronting verbal and visual contents of television campaign coverage.