The Medium Is The Message: The Role of Media In Politics Frank Baker media educator October 22, 2010

Informed Voter BY JOE HELLER, GREEN BAY PRESS-GAZETTE - 10/20/2010 JOE HELLERJOE HELLER

Source: USA Today, 10/21/10 Mike Smith, Las Vegas Sun

Greenwood Press (2009)

The Medium Is The Message: The Role of Media In Politics What do you want your students to know about the media?

Media Literacy’s Core Concepts All media are constructions All media are constructions Media are languages with their own set of rules Media are languages with their own set of rules Media convey values and points-of-view Media convey values and points-of-view Audiences negotiate meaning Audiences negotiate meaning Media= power & profit Media= power & profit

From NY Times, Week of October 17, 2010

The Medium Is The Message: The Role of Media In Politics “Our Founding Fathers understood that a democratic republic could not survive without an informed and participatory citizenry….It is essential in our citizenship role to view critically, analyze ask powerful questions and draw our own conclusions. Media literacy, then, is essential to the citizenship role.” “Our Founding Fathers understood that a democratic republic could not survive without an informed and participatory citizenry….It is essential in our citizenship role to view critically, analyze ask powerful questions and draw our own conclusions. Media literacy, then, is essential to the citizenship role.” Denee Mattioli, past president, NCSS Denee Mattioli, past president, NCSS

Media Literacy Questions: Who created the message? (author) Who created the message? (author) Why was it created? (purpose) Why was it created? (purpose) For whose eyeballs (audience) For whose eyeballs (audience) What does it attract attention? (techniques) What does it attract attention? (techniques) Who/what is omitted? Who/what is omitted? Where can you go to verify the info? Where can you go to verify the info?

The Medium Is The Message: The Role of Media In Politics What do you want your students to know about the role media plays in elections?

1. Candidates need the media 2. Candidates depend on media consultants 3. Candidates & their consultants try to control their image…but they’re not always successful 4. The reason candidates must raise millions of dollars is not only to run their campaigns but also to purchase TV time for their ads 5. Political ads resemble traditional ads (so I believe, we should teach students techniques of persuasion and production) 6. New media (YouTube; Facebook; etc.) have been extremely effective this election cycle at reaching young voters and raising money (so are cell phones)

Advertising Research shows (voters) get more information on the issues from political ads on TV spots than they get from TV news or the debates

Advertising Political campaign commercials fall under FREE SPEECH; thus they cannot be challenged in court Candidates can and WILL say anything

Thinking Like Advertisers Who is my audience? Who is my audience? What medium is best to reach them? (radio, TV, sign, direct-mail, YouTube, social network, cell phone) What medium is best to reach them? (radio, TV, sign, direct-mail, YouTube, social network, cell phone) How will I shape my message? How will I shape my message? What images, words, sounds? What images, words, sounds? Who or what can I associate with? Who or what can I associate with? What do I want my audience to do? What do I want my audience to do?

Types of political ads: Profile (biographical) Testimonial Testimonial Accomplishment Accomplishment Negative Negative Response Character Challenge Issue Response Character Challenge Issue Scare tactics Scare tactics

Symbolism Patriotism: put flags in the shot; show lots of red, white, and blue Supporting business: put candidate with construction workers Supporting education: put candidate in school settings One of the regular people: put him/her with farmers, senior citizens, downtown

Language of TV Cameras Cameras Lighting Lighting Set Design Set Design Sound & Music Sound & Music Editing (post production) Editing (post production) Makeup, Wardrobe, Expressions Makeup, Wardrobe, Expressions

“The Country I Love” Senator Barack Obama You can find this video on YouTube “The Country I Love” Senator Barack Obama You can find this video on YouTube

Deconstructing the Ads Vincent Sheheen Nikki Haley Vincent Sheheen Nikki Haley

Fact Checking The Candidates

Newspaper Factchecks

TV Station Fact Checks WSPA TV (Spartanburg) WSPA TV (Spartanburg)