Abstract
Scholars have found contrasts in media coverage for different types of candidate races (e.g. Senator and Governor). However, existing research has not assessed the coverage received by candidates and ballot measures in states such as California, which utilize the initiative process extensively. This thesis examines media coverage of both direct and indirect democracy to determine contrasts in such coverage. I examined media coverage of five elections to determine the character of media content for statewide races featuring both candidates and ballot measures, using newspaper content from The Sacramento Bee and the San Francisco Chronicle. In addition to tabulating the quantity of coverage, I assessed the issue substance of the content to determine if issue based campaigns are more likely to receive issues-based coverage. Additionally, I considered the presence of elite endorsements for ballot measures, which have a demonstrable impact on voters. Additionally, I examined instances in which ballot measure issues permeate candidate contests by setting their issue agendas. This study found that ballot measure contests are substantially more likely to be covered on issue terms than candidate contests. This is especially the case when candidates appear on the ballot alongside initiative contests. Many other characteristics of coverage are similar, however. Elite endorsements are very frequent, indicating that voters are also able to assess initiative contests heuristically. Issue agenda setting is less frequent, indicating that ballot issues are not necessarily driving the broader statewide issue conversation.