Barack Obama
The Science of The Daily Show
Sen. Barack Obama cracked wise with Jon Stewart last night, appearing on Comedy Central's The Daily Show for the first time since he officially declared his candidacy.
The twotalked in earnest about press coverage of the campaign, controversy between candidates that's cooked up "to sell papers" and the story line that places Obama and Clinton at opposite ends of the experience spectrum. There were some jokes --one kind of garbled one at Mike Gravel's expense -- and some meta humor about invading Grenada -- for practice! -- where Obama fumbled the pronunciation of the country. That's a gaffe, Stewart said, wondering how it would play in those papers people are trying to sell.
Those kinds of knowing one-liners mixed with serious policy discussions are a hallmark of the program, which has regularly played host to high profile politicians and candidates. And in a first for a basic cable comedy fake news program, the show has also spawned a genre of academic literature on how fake news impacts perceptions of real newsmakers.
One contributor to that field is Jonathan Morris, an assistant professor of political science at East Carolina University and co-author of a journal article called "The Daily Show Effect."
He thinks candidates flock to Stewart's Manhattan set for two reasons: to make themselves seem more likeable and for damage control.
"Our research found that when The Daily Show covers a topic, the humor comes in ridiculing politicians. There's an easy way to control that: just go on to the show," Morris said. "When candidates appear on those shows they increase their likability, even to partisans on the other side."
But how much good can a short spot with Stewart actually do? It's an open question, but the 2004 precedent isn't that promising.
"John Kerry went on the Daily Show multiple times and had fairly good appearances," Morris said. "Bush did not. Did it help Kerry? Well, no."
Obama has also said that if he's the nominee youth voter turnout will increase by 25-30 percent. But, based on Morris's research, sparring with Stewart isn't the best way to get those numbers up, despite the show's youthful demographic. Even though Obama was greeted warmly by the Daily Show audience, Morris said that among the channel surfing viewers who caught his brief appearance on TV, it's not likely that many will be equally enamored.
"We found that among young adults, exposure to the program led to lower overall evaluations of both candidates and lower faith in the electoral system as a whole," Morris said. "They see a see a picture of the political world that shows a broken system. It could lead young adults to say 'I'm not going to get involved in this.'"
--Rachel Dry
Posted at 11:20 AM ET on Aug 23, 2007
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Comments
Posted by: killercello | August 28, 2007 10:15 PM | Report abuse
It's obvious the msm has not figured out the Daily Show and it appeal any more than Obama and his appeal.
For Obama, he is a savvy guy. He is also on top in the early states so he did not go on for poll numbers. He went on probably because he likes the show (he's been on before) and he is on Hillary's turf. He most likely wanted to do a lighter appearance somewhere and frankly, the Daily show tells more truth and has no agenda like the press does these days.
Stewart's soul is not owned by Clinton and he saw things right. How is being a first lady real experience???? Stewart along with the majority of us wonder why it is counted seriously.
I think Obama also wanted to tell some real facts. The press playing games and having storylines decided ahead of time and fitting facts to them. And that the debates and all of it is very bogus. The people don't tell the truth and he wants us to know this, though many of us already know.
Also, it's not just under 40 who watch Stewart and feel he more credibility than the msm.
Posted by: vwcat | August 23, 2007 9:30 PM | Report abuse
I watched the show and while it wasn't heavy on content it didn't hurt Obama and if anything just helped heighten his exposure to a different demographic, that let's face it if they are watching Jon Stewart are not likely to be tuning into the MTP or Stephanopolous debates on Sunday Morning. Comparing to Kerry is laughable because Kerry was a weak candidate from the get go that was only propped up by the democratic party machine. This time the candidate will hopefully be chosen by the people and not the machine, thereby having a shot of actually winning.
Posted by: Medusa | August 23, 2007 2:41 PM | Report abuse
Kerry's performance on the Daily Show in 2004 was abysmal. Furthermore, even if he had been great, his appearance would obviously not have swayed any Bush voters - they weren't the one's watching. With Obama it's different - there are Daily Show viewers who like Hillary and viewers who like Edwards and so on. Coming off well on the show, and more importantly having Jon Stewart show that he's sympathetic, really could sway young people who are looking to see what all the hubbub is about.
I agree with the past comment that said people haven't quite figured out how big and impact Obama will have on youth voting. I know so many young people who are excited about politics for the first time ever - unfortunately they are not likely to vote in the primary.
Posted by: pmessall | August 23, 2007 12:10 PM | Report abuse
Totally disagree with the expert on this one. Media haven't figure out what Obama effect is on young voters. I am a 26 year old guy who is planning to vote for the first time.
There is only one thing that is drawing me to the poll come Jannuary - it is called Obama and Change. I like some one who is willing to challenge the conventional wisdom. No more spin and dis-honesty
Posted by: gbuze007 | August 23, 2007 11:55 AM | Report abuse
John Kerry had "multiple" and "fairly good" appearances on the Daily Show prior to the 2004 election? I remember 1 appearance marked by Kerry's remarkable woodenness and lack of humor. Kerry's main attempt at humor was to say, "I've flip-flopped. Flop-flipped." What a card!
Complete transcript here, though it doesn't convey how lifeless Kerry was:
Posted by: chijae1 | August 23, 2007 11:54 AM | Report abuse
The comments to this entry are closed.
I think that Obama did the right thing here. I believe that America is going to have a problem electing a black president, and he is going to need all the help he can get.
It was a very good idea to try to get the younger generations to vote for him, since it was our generation that has grown up accepting people with different skin colors. He is going to have a harder time getting the older generations to vote for him, unless he can do something that will make them favor him.