From Contest to Content: The Impact of Public Journalism on New Zealand Election Campaign Coverage

Abstract

Supporters of public journalism hope to reengage citizens with politics and overcome the shortcomings of contemporary political journalism. However, there has been little systematic study of how public journalism differs from mainstream journalism. During the 1996 general election campaign in New Zealand, the first under proportional representation, three newspapers, conscious of the challenges imposed by electoral changes, experimented with public journalism coverage. This presented an opportunity to study how coverage as a whole differed from coverage of the previous elections and what specific changes were the result of public journalism initiatives. The researchers analyzed 1,938 stories from a 12-day sample of the New Zealand general election campaign coverage in 1993 and 1996. A total of seven metropolitan and provincial papers were included. The results showed public journalism articles covered proportionally more policy issues and concentrated less on personality than conventional campaign stories. Public journalism stories also were less negative and more neutral in tone and were more inclined to be ''soft'' news, reflecting a tendency to cover issues rather than events. Public journalism articles also were less likely than conventional coverage to cover the campaign from a ''horse race'' angle. The findings provide support for the utility of public journalism in campaign reporting.

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