WZZM Presents a Partisan Perspective

Analysis:

On June 3 WZZM 13 ran two stories on reaction to the announcement by Dick Devos that he will be running for Governor in 2006. The stories were basically different versions of the same story on this topic, one at noon and a longer version at 6pm. The version that ran at noon was approximately a minute and half long and featured only one perspective on Devos’s candidacy, the perspective of the previous Republican candidate for Governor, Dick Posthumous. The story is essentially about what Posthumous has been doing since he ran for governor and his thoughts on the 2006 gubernatorial election. Not surprisingly, given his partisan background, Posthumous is rather critical of current Governor Jennifer Granholm and supportive of Devos. In fact that Posthumous is so obviously a partisan figure led the news anchor to comment after the story was over that it was “Not surprising what he might say”.

The story that ran at six was about minute and thrity seconds longer than the noon version and included two other voices. All the original parts about Posthumous were included, and added to that were a 13 second quote from Sue Levy, head of the Kent county Democrats, who was, not surprisingly, rather critical of Devos, and a few seconds from a Calvin professor who made a brief, neutral statement about Devos. While this version was somewhat more balanced than the earlier story, the majority of the article was still focused on the perspective of Posthumous, and therefore reflected his partisan bias. Beyond this lack of balance, the story does not include any real information about Devos’ qualities as a candidate other than that he comes from a business background and is very wealthy. In that regard, this story was like many political pieces we have seen on elections on the local news, in which the emphasis was usually on personality and partisan perspectives, but little context provided in terms of platforms, voting records, or issues.

Story:

Noon Story

Newsreader – Well you’ve probably heard the buzz by now, Dick Devos is making a run for the governors office. As the west Michigan notable enters the race, WZZM 13’s Peter Ross took a moment to seek out reaction from the last man to run against Governor Granholm. Peter.

Reporter – Lauren, a man who’s name also is Dick, is also of Dutch decent, and is also from West Michigan, and of course, we’re talking about Dick Posthumous. This morning he said it’s always for a challenger like DeVos to unseat an incumbent Governor, but he said it’s only been once in Michigan history decades ago. Now certainly this election is a long way away, eighteen months, but Posthumous, who is clearly a partisan says DeVos has a shot at beating the governor who has been very popular.

Posthumous – Because the incumbent governor has really shown a lack of a boldness in leadership that we have needed and I think some, very frankly some inexperience, I think that gives him an opportunity.

Reporter – Posthumous points out that Granholm is very smart and a great communicator, and that she comes from South East Michigan, where the majority of the votes in this state still come from. Posthumous by the way is now the executive vice-president of a small office furniture company in Kentwood called Compatico. In the Newsroom, Peter Ross, WZZM 13 News.

Newsreader – “Not surprising what he might say Peter, thank you.

Total time: 1 minute, 27 seconds

Six o’clock Story

Newsreader – Well, just like the weather, Michigan’s political climate is heating up, now that Dick DeVos is in the governor’s race. WZZM 13’s Peter Ross sampled some opinions about the debate to take shape over the next 17 months.

Reporter – It’s underway, Lee. The 2006 Election is here. DeVos becomes the second West Michigan man of Dutch descent named Dick to take on Granholm. We spent some time with the other one today.

Posthumous – Everything comes in here…

Reporter – He’s immersed himself in the fabric of West Michigan’s economy; manufacturing office furniture.

Posthumous – It was like getting an M.Ba here in the last year.

Reporter – Dick Posthumous has been learning about business after a long career in Republican politics.

Granholm: Thank you from the bottom of my heart. This is your victory.

Reporter – One that ended with the election of Governor Granholm.

Posthumous – As nice a person as Governor Granholm is, I think clearly she’s shown an inexperience at managing and I think, more importantly, a lack of vision for directing Michigan.

DeVos – …that Amway is still about opportunity…

Reporter – DeVos, after a career in the private sector, is going public.

Doug Copeman – His fundamental issue, his number one issue is really jobs and the economy. That he comes from the private sector, he knows how jobs get created…

Reporter – Calvin political scientist Doug Copeman contends and surveys support, decreased support, for Granholm due to Michigan’s declining economy. Still…

Posthumous – It’d certainly be a difficult race.

Reporter – It’s rare for Michigan governors not to be reelected. Democrats call DeVos a perfect target.

Levy – A corporate elitist has no problem with corporate welfare…the recent request to the Grand Rapids city council is a good example. You know, $5 million in tax abatements while we’re laying off firefighters.

Posthumous – This is all new product…

Reporter – Posthumous knows winning statewide elections in Michigan means making the sale where most voters live; in the states southeast section.

Posthumous – … what you stand for and that’s always difficult when you come from west Michigan.

Reporter – But with plenty of time and money, it’s possible DeVos could deliver an upset.

Reporter – Governor Granholm has not officially said she’s running for reelection, but a Granholm for Governor website urges supporters to donate time and money to her campaign. DeVos’ website, like his campaign, is still under construction.

Newsreader – And it’s gonna be here soon, right?

Reporter – You betcha.

Newsreader – Thanks very much, Peter. Last night we launched an online Poll13 asking who you would vote for if the election were held today. At last check about 60% said they’d vote for DeVos, 40% for Governor Granholm. If you’d want to take part in our unscientific poll, you can go to WZZM.com and look for Poll13 under the table of contents.

Total time: 2 minutes, 53 seconds