"Most journalists are restless voyeurs who see the warts on the world, the imperfections in people and places. The sane scene that is much of life, the great portion of the planet unmarked by madness, does not lure them like riots and raids, crumbling countries and sinking ships, bankers banished to Rio and burning Buddhist nuns - gloom is their game, the spectacle their passion, normality their nemesis."
Therefore, the unusual is an essential element to decide what is "news". This is summarized in the sentence "When a dog bites a man, that is not news, because it happens so often. But if a man bites a dog, that is news", coined by Alfred Harmsworth, a British newspaper magnate (and also attributed to New York Sun editor John B. Bogart).When it comes to elections, the general impression is that all around there are dogs being bitten by men and the media chooses the ones that best suit their interests to write about. In the USA, it is not uncommon for the mass media to openly declare vote for a candidate during elections. In Brazil, the attitude is different. In most cases, the representatives of the Brazilian mass media try to consolidate an image of impartiality that not only does not correspond to reality but also would be simply unreachable in practical terms.
Carta Capital magazine formally declared support for Lula during the 2002 and 2006 presidential elections. In 2010, the magazine is openly aligning with president Lula's candidate, Dilma Roussef. The magazine Primeira Leitura also declared its support for José Serra in 2002 (presidential elections) and 2004 (city hall). However, most media representatives try to pass as impartial, while it is clear that they have a central viewpoint throughout all election coverage and that the way they present their stories often mirrors the political views they try to instil in the public.
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