The influence of mass media on the popularity of politicians

Abstract

Politicians compete with each other for votes, political positions and popularity in an attempt to translate their ideological ideas into policy. Due to a lack of face-to-face interactions, voters base their vote mainly on what they see in the media. To measure the influence of media on political success during routine periods, this paper links popularity polls to media coverage of individual politicians. Using automated content analysis on longitudinal newspaper data (2003–2019), the visibility of individual politicians and the used tone was analyzed. We find that media visibility has an impact on popularity. This media effect is especially important for MPs seeing that the function of higher-ranking politicians already affects their popularity without media visibility. A significant effect is also found for tone on popularity scores. We find a negativity bias in which negative news affects the popularity of politicians, whereas positive news does not make a difference.