MEDIA AND CAMPAIGNS AND ELECTIONS

1
MEDIA AND CAMPAIGNS AND ELECTIONS

• Media Power as medias reach and audience has
  grown, its value to candidates, officials,
  parties has increased.

2

• Communication/Persuasion
• Advertising (Paid Media)
• Image
• Issue
• News Coverage (Free Media)
• Events
• Announcements
• Debates
• Issues
• Polls

3

• Mobilization
• Advertising
• GOTV
• News Coverage
• Voter Awareness
• Rallies, personal appearances

4

• MASS BROADCASTING
• Changed forms of communication
• -from Print-to Radio-to TV-to Internet
• Graber Campaigns now tailored to mass media
  communication
• TV advertising
• Increased campaign spending driven by TV
  expenditures

5

• Rise of Consultants
• Media Specialists
• Candidate image
• Advertising
• Research
• Polling
• Fundraising
• James Carville, Dick Morris, Karl Rove, Lee
  Atwater

6

• GOING NEGATIVE
• Defining Negative
• Issue v. Image
• When?
• Polls
• Money
• Response
• GOTV
• Challengers

7

• How?
• TV
• Mail
• News Coverage
• Telephone

8

• Negative Campaigning
• Does it reduce voter turnout?
• Does it breed cynicism?
• Does it harm campaigns, candidates?
• Who is to blame? Candidates blame media. Who do
  media blame?
• Why does negative campaigning work? Or does it?

9

• Issue Ads, Independent Expenditures
• Effects of 1988
• Debates
• Triumph of style over substance?
• Learning?

10

• Characteristics of Campaign J.
• Emphasis on Horse Race
• Reliance on polls
• Sound-bite coverage
• Major emphasis on debates
• Focus on campaign strategy, tactics