Political Campaigning and Media Prepared by: Tina Conley University of Washington COM 538 December 6, 2004

University of Washington COM 538 Tina Conley December 6, 2004 Overview Background – Applied Theories History of Political Campaigning – Political Campaigns and Television – 1964 – Emergence of the Internet Current Situation – Internet and the 2004 Presidential Elections Presidential Races of the Future – The Future of Political Campaigns Recommendations

University of Washington COM 538 Tina Conley December 6, 2004 Applied Theories OVERARCHING THEORY Communication Model – Harold Lasswell, 1948 SUPPORTING THEORIES Political Competition Model Uses and Gratification Theory

University of Washington COM 538 Tina Conley December 6, 2004 Political Campaigning and Media Lasswell’s Formula of the COMMUNICATION PROCESS Political Campaigns Content & Messaging Television & Internet Audience Themes Types of Messages Types of Influences Voters (Demographics) Political Enthusiasts /Insiders Financial Supporters Campaign Volunteers Television Ad Campaigns Online News Releases Presidential Candidates Political Party Current Affairs Financial Backing Effect + Candidate - Candidate + Opponent - Opponent No Change

University of Washington COM 538 Tina Conley December 6, 2004 Political Campaigns and Television Television 1952 – present: Considered dominate medium 1980 – present: Overall, commercials carry a negative tone Regulated by the Federal Communications Commission (FCC) Today, 99 percent of U.S. households have at least one television Advantages Reaches broad audience Generates awareness Identifies key issues set by presidential candidates Shapes political attitudes Drawbacks Expensive for candidates Limited availability to audience Lacks interaction

University of Washington COM 538 Tina Conley December 6, Lyndon Johnson (D) v. Barry Goldwater (R) Dominating Theme: Vietnam War - Military Draft - Nuclear War Johnson’s Daisy Ad Considered the most famous political ad of all time Broadcasted once Ad description - Theme: Nuclear war - Negative Ad: Goldwater portrayed as reckless - Results: Johnson leads with largest percentage recorded 2003 Remake

University of Washington COM 538 Tina Conley December 6, 2004 Emergence of the Internet Question: What is the role of the Internet in political campaigns? Campaigns used Internet for electronic mail and to coordinate field operations The use of the Internet significantly increased that some considered it to be an “Electronic Town Hall” Bill Clinton v. Bob Dole “Information Super Highway” The Internet is used by 24 percent of Americans as a political source of information

University of Washington COM 538 Tina Conley December 6, 2004 Political Campaigning and the Internet Official Websites of Presidential Candidates Consider to be another valuable avenue to reach audience - Internet usage up from 2000 by nine percent - Broadband is pulling viewers away from television Cost - Less expensive than television : Money spent on television and Internet campaigns Messaging - Stronger negative tone - Massive source of information No regulations - Standard guidelines

University of Washington COM 538 Tina Conley December 6, 2004 Political Campaigning and the Internet Advantages Always available Wide range of current information Less expensive than television commercials Interactive Drawbacks Niche audience Must have access to Internet

University of Washington COM 538 Tina Conley December 6, 2004 Political Web Users Description of Political Web Users Politically savvy Politically active More likely to vote More likely to seek out information Diffusion of Innovation: Early adopters of online political campaigns - “First to know” Young Adults Account for a majority of political web users The most difficult to reach through traditional sources

University of Washington COM 538 Tina Conley December 6, 2004 The Internet and the 2004 Presidential Race Central purpose: Raise money Middle-class women voters and voters in battleground states - Ignores young adults Attacks toward opponent - Negative, 89 percent Central purpose: Raise money Voters in metropolitan areas - Provides limited information to appeal to young adults Comparative messaging - Negative, 40 percent Focus: Press releases posted online during the last month of the 2004 presidential election. Question: How many of you visited official websites of presidential candidates?

University of Washington COM 538 Tina Conley December 6, 2004 Presidential Races of the Future The Future of Political Campaigns Reflects the past - Substantial information is out there for those who seek it Television remains the dominate medium to reach audience Internet will increase in popularity Regulations will be enforced for online political campaigns Concern for voters currently between the ages 18 to 24 years old Media Forecast Technologies are changing the way we watch television Broadband continues to increase, pulling viewers away from TV - Television networks considering online distribution models

University of Washington COM 538 Tina Conley December 6, 2004 Recommendations Media Integration - Currently, television ads are available online - Television ads including URLs to websites The role of media - Identify avenues to reach the appropriate audience - Customize messaging to media - Broaden online messaging to appeal to year olds Seek new ways to deliver messages - News media

Thank You Political Campaigning and Media Prepared by: Tina Conley University of Washington COM 538 All images courtesy of Getty Images unless otherwise noted.