Campaign strategies in US presidential elections: the New York Times perspective

Abstract

This paper presents the campaign strategies of the two main candidates to the 2008 American presidential elections – John McCain and Barack Obama – in the New York Times´ vision, and the consequent images constructed about the candidates. It is based on the theoretical assumptions of the Journalism Studies and it has as methodological tool the Discourse Analysis, focusing on the news format, the lexical choices, the said, the unsaid, the irony and the intertextuality.