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 Having a well-known celebrity or personality endorse a candidate or proposal. Card-Stacking 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 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 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 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?