The Effect of the MediaThe Effect of the Media

Political Ideas… Where do they Political Ideas… Where do they come from?come from?

Opinions change Opinions change Monthly/Daily/WeeklyMonthly/Daily/Weekly

http://www.cnn.com/POLITICShttp://www.cnn.com/POLITICS

What shapes Opinion?What shapes Opinion?

The Family – basic The Family – basic attitudes toward attitudes toward authority authority

The Schools – The Schools – Knowledge Knowledge regarding regarding citizenship; citizenship; attitudes of peers attitudes of peers & teachers& teachers

What shapes Public What shapes Public Opinion?Opinion?

Opinion Leaders – Opinion Leaders – Politicians and Politicians and editorial editorial professionalsprofessionals

Mass Media – tv, Mass Media – tv, radio, films, radio, films, internet, books, internet, books, magsmags

How do we know about How do we know about candidates? candidates?

How do we know How do we know what they stand what they stand for? for?

What did they do What did they do before TV? before TV?

Evaluating Campaign Ads…Evaluating Campaign Ads…Things to consider.Things to consider.

RepetitionRepetitionJingles, Slogans, Creates associationsJingles, Slogans, Creates associationsEx.Ex.

SyntaxSyntaxLong or short sentencesLong or short sentencesAttention and understanding of the viewerAttention and understanding of the viewer

Positive Words Positive Words Negative Words Negative Words

Loaded Language – emotional associationsLoaded Language – emotional associationsAnalogies Analogies

Role of Television as MediaRole of Television as Media

First used for campaigns 1952First used for campaigns 1952Eisenhower vs. StevensonEisenhower vs. Stevenson

Used to do 30 minute speechesUsed to do 30 minute speeches

Eisenhower started short ads before Eisenhower started short ads before and after popular TV showsand after popular TV shows

Kinds of AdsKinds of AdsA.A. TestimonialTestimonial - endorsements from celebrities and - endorsements from celebrities and

other well-known people. other well-known people.

B.B. MudslingingMudslinging - often referred to as "attack ads," the - often referred to as "attack ads," the TV, radio and print advertisements make assertions TV, radio and print advertisements make assertions about the opponent in a variety of unflattering ways. about the opponent in a variety of unflattering ways.

C.C. TransferTransfer - Use of popular symbols to create a positive - Use of popular symbols to create a positive connotation for the candidate or the use of negative or connotation for the candidate or the use of negative or controversial symbols to create a negative connotation controversial symbols to create a negative connotation of one's opponent. of one's opponent.

D.D. Card stackingCard stacking - Use of statistics, often in a one-sided - Use of statistics, often in a one-sided manner; the omission of information that is crucial to manner; the omission of information that is crucial to drawing an informed and balanced conclusion. drawing an informed and balanced conclusion.

Kinds of AdsKinds of AdsE. Plain FolksE. Plain Folks - An attempt by a candidate to - An attempt by a candidate to

appeal to the average voter as just "one of the appeal to the average voter as just "one of the people.“people.“

F. Glittering GeneralitiesF. Glittering Generalities - Usually the first type - Usually the first type of ad used in a campaign, these spots are of ad used in a campaign, these spots are designed to introduce a candidate to the voters. designed to introduce a candidate to the voters. Designed to leave the viewer with a very good Designed to leave the viewer with a very good first impression. first impression.

G. G. Contrast AdContrast Ad - Juxtaposing positive images of - Juxtaposing positive images of one's candidacy with negative images of the one's candidacy with negative images of the opponent in the same ad opponent in the same ad

1952 – Eisenhower vs. 1952 – Eisenhower vs. StevensonStevenson

Truman just left office – unpopularTruman just left office – unpopularKorean war dragged into it’s 3Korean war dragged into it’s 3rdrd year year““Red Scare” and other scandals Red Scare” and other scandals

rocking Washingtonrocking WashingtonEisenhower – popular general and Eisenhower – popular general and

RepublicanRepublicanAdlai Stevenson - democratAdlai Stevenson - democrat

http://livingroomcandidate.org

Nixon vs. Kennedy Nixon vs. Kennedy BackgroundBackground

ProsperityProsperityCivil Rights stirringsCivil Rights stirringsFidel Castro in Cuba and other “Red Fidel Castro in Cuba and other “Red

Scare” issuesScare” issuesKennedy attempting to be the Kennedy attempting to be the

youngest elected presidentyoungest elected presidentNixon: “It takes maturity to combat Nixon: “It takes maturity to combat

communism.”communism.”