ABSTRACT
This chapter explores the campaign-as-competition and campaign-as-imagery themes by looking at the reference points against which the race was evaluated: benchmark measures, poll standings, debate performance, and strategic planning and results. It examines three distinct image concerns: posturing on the issues, candidate character, and professional capability. Bill Clinton received most of the attention that CNN and ABC paid to horserace ups and downs. Much of this type of coverage occurred between the New Hampshire and Super Tuesday campaign stages. Overall, only 67 mentions were made of all candidates' positions in the race. Debate coverage was to the fall campaign what organizational benchmarks were to the primaries—and more, especially on CNN, where debate references comprised 11 percent of the horserace story. Although relatively new to the presidential contest, televised debates have become a quadrennial fell staple, appearing as regularly as the Olympics ever since Gerald Ford and Jimmy Carter squared off in 1976.
