”Kamala is at a dance party with Beyonce” : A quantitative study on how the American media frame the presidential candidates and the U.S election during the autumn of 2024

This study examines the framing of presidential candidates Kamala Harris and DonaldTrump in American media during the 2024 election campaign. Using a quantitativecontent analysis, it compares articles from The New York Times and Fox News, twomajor news outlets with contrasting political leanings. Drawing on framing theory andgender theory, the study explores how candidates are portrayed, focusing on bothpolitical and gender-related aspects. The study finds similarities and differences in theportrayal of the candidates. Both were primarily framed as political representativesrather than individuals, often alongside negative quotes, with a primary focus onconflict, strategy and winning. However, stark contrasts in tone align with each outlet’spolitical agenda. By relating these results to earlier research, the study sheds light onhow the media shapes political discussions in a politically polarized society