influence of the media on political campaigns. how important are media in elections?
TRANSCRIPT
Influence of the Media on Political Campaigns
How Important are media in elections?
Image Making and the Role of Media Consultants
Media Consultant: advise candidates on how to
present a positive image to voters Help candidates plan their media
campaign Work with the news media Decide what ads should say and
when and where they should appear
Up to 80% of candidates “war chests” or campaign funds are spent on paid ads
Use opinion polls to see if money is being spent wisely
Work with focus groups, small group of people who are brought together to discuss their opinions on a topic of concern
Media and Message
Why do you think Lincoln chose to “wrap himself” in a flag?
What was going on in 1860?
What could Lincoln’s position within the flag signify?
Attracting Media Coverage
Photo Ops and Streamlined Convention All aspects are designed to generate as
much free publicity as possible Photo Op-carefully staged event
designed to produce memorable photographs and video images
National nominating conventions are staged to attract media coverage
Media Coverage of Elections
Horse-race coverage- treats elections as a sporting event, focuses on who is winning and why
Soap Operas stories- focus on the ups and downs of candidates and their campaigns, thrive on gossip, scandals, and personality
“Gotcha” journalism- catch the candidate making a mistake or looking foolish
FDR: Master of the Media
Fireside Chats
TV
1960 Debate
The Great Communicator Ronald Reagan, a
former film actor was keenly aware of the power of the media and the power of performance.
Social Media
Using social media such as Facebook, Four Square, Twitter, Youtube, and/or QR Code Retrieval politicains hope to appeal to a younger demographic
Why campaigns “Go Negative”
Why do candidates switch from a positive, upbeat campaign to negative campaigning, mudslinging? When the candidate has absolute
proof their opponent has done something wrong or the candidate is facing an uphill battle and has little to lose.
It works
What message are these ads trying to communicate?
Creating a Campaign Commercial
Step 1: Carefully read the information you receive about your assigned candidate, and review the profile of your opponent. Identify these things Experience that qualifies your candidate to
be president Why your candidate will appeal to the
public What differentiates your candidate form the
opponent
Step 2: Identify the focus of your commercial including The candidates message The type of advertising:
positive, negative, or issue based
The persuasive technique or techniques you will use
Step 3: Create a storyboard for your commercial. Your commercial must Include every member of
your group in some way Use at least one persuasive
advertising technique Set the scene with
appropriate props or costumes
Include music or background visuals
Be 30 seconds in length
Storyboard for Campaign Commercials
Create 6 screens each containing On screen: quickly explain what viewers will see during this part of the commercial
Narration: briefly explain why the actors and narrators will say
Types of Campaign Ads: Issue vs. Image
Both can be positive or negative Use persuasive techniques
Name calling Transfer Bandwagon Plain folk Testimonial Card-stacking Glittering Generalities