Transcript ch 9 powerpoint part 2

The Influence of the Media in Political
Campaigns

Image Making and the Role of Media Consultants
– Media Consultants advise Political Candidates on how to…
»
»
»
»
»
Present a Positive Public Image
Wear Flattering Clothes
How to Speak to the Press
How to Respond to Voters’ Questions
Plan Media Campaigns

Campaign Advertisements
Common Persuasive Techniques used in Political Advertising

Name-Calling
– Using personal attacks on an opponent to distract voters from the real issues of the
Campaign.

Transfer
– Using symbols or images that evoke emotion to something unrelated, such as a
candidate or proposition.

Bandwagon
– Creating he impression that “everyone” supports a cause or candidate.

Plain Folks
– The use of folksy or everyday images and language to show that the candidate is a
regular person who understands the needs and concerns of the common people.
Common Persuasive Techniques Used in Political Advertising

Testimonial
–

Card-Stacking
–

Having a well-known celebrity or personality endorse a candidate or proposal.
Presenting facts, statistics, and other evidence that support only one side of an argument.
Glittering Generalities
–
Using vague, sweeping statements that appeal to voters emotionally, but don’t actually say
much of anything specific.
Exit Slip
1.
2.
3.
4.
Create a simple T-Chart. In the first column, list at least three traditional
media sources. In the second column, list at least five forms of “new”
media. Check off all the forms of media that you have seen or used.
Below your chart identify at least two pros and one con of the new media
What is the role of a free press in democracy?
Describe two ways in which public officials can attract and shape media
coverage.
Are the media biased? Explain your answer
The Influence of the Media in Political
Campaigns

Types of Campaign Ads: Issue vs. Image
– Issue Ads
» Positive Issue Ad

Promote a candidates position on topics calculated to appeal to voters.
» Negative Issue Ads

Criticize the opponents stand on issues of importance to voters.
– Image Ads
» Positive Image Ads

Shows the candidate as a selfless public servant, a strong leader, or someone who
cares about ordinary people.
» Negative Image Ads

Show the opponent as weak, inexperienced, or lacking in integrity.
Attracting Media Coverage: Photo Ops and
Streamlined Conventions

Photo Op
– Short for Photo Opportunity
– Staged Events where the candidate is likely to be photographed in memorable poses
and attire.
Media Coverage of Elections: Horse Races and Soap
Operas

Studies of election news coverage shows that they fall into two distinct
patterns.
– Horse Race Coverage
»
»
»
»
Treats an election as a sporting event
Focus on who is winning and why
Issues are discussed only in terms of whether they will help or hurt the candidate.
Opinion Polls are conducted to determine who is ahead
– Soap Opera Stories
»
»
»
»
Focuses on the ups and downs of candidates
Thrive on gossip, scandals, and personality
Questions of character are more important that issues.
Gotcha Journalism

The aim is catch the candidate making a mistake or looking foolish.
Why Campaigns Go Negative: AKA Mudslinging


Polls Show that most Americans dislike attack ads.
Why Risk it?
– Because it Works
– Why Does it Work?
» Some argue that negative ads discourage voters to vote for one candidate.
» Some argue that it raises voter interest which results in better voter turnout.
Exit Slip
1.
2.
3.
How important do you think a candidate’s image is during a political
campaign? Use at least two of these terms in your answer: media
consultant, issue ad, image ad, photo op, soap opera story, mudslinging
Are campaign commercials a good source of information about
candidates? Why or why not?
How much influence do you think political advertising has on voters
during elections? Why?