The Effect of the Media

Political Ideas… Where do they come from?

Opinions change Monthly/Daily/Weekly

What shapes Opinion? The Family – basic attitudes toward authority The Family – basic attitudes toward authority The Schools – Knowledge regarding citizenship; attitudes of peers & teachers The Schools – Knowledge regarding citizenship; attitudes of peers & teachers

What shapes Public Opinion? Opinion Leaders – Politicians and editorial professionals Opinion Leaders – Politicians and editorial professionals Mass Media – tv, radio, films, internet, books, mags Mass Media – tv, radio, films, internet, books, mags

How do we know about candidates? How do we know what they stand for? How do we know what they stand for? What did they do before TV? What did they do before TV?

Evaluating Campaign Ads…Things to consider. Repetition Repetition Jingles, Slogans, Creates associations Jingles, Slogans, Creates associations Ex. Ex. Syntax Syntax Long or short sentences Long or short sentences Attention and understanding of the viewer Attention and understanding of the viewer Positive Words Positive Words Negative Words Negative Words Loaded Language – emotional associations Loaded Language – emotional associations Analogies Analogies

Role of Television as Media First used for campaigns 1952 First used for campaigns 1952 Eisenhower vs. Stevenson Eisenhower vs. Stevenson Used to do 30 minute speeches Used to do 30 minute speeches Eisenhower started short ads before and after popular TV shows Eisenhower started short ads before and after popular TV shows

Kinds of Ads A. Testimonial - endorsements from celebrities and other well- known people. B. Mudslinging - often referred to as "attack ads," the TV, radio and print advertisements make assertions about the opponent in a variety of unflattering ways. C. Transfer - Use of popular symbols to create a positive connotation for the candidate or the use of negative or controversial symbols to create a negative connotation of one's opponent. D. Card stacking - Use of statistics, often in a one-sided manner; the omission of information that is crucial to drawing an informed and balanced conclusion.

Kinds of Ads E. Plain Folks - An attempt by a candidate to appeal to the average voter as just "one of the people.“ F. Glittering Generalities - Usually the first type of ad used in a campaign, these spots are designed to introduce a candidate to the voters. Designed to leave the viewer with a very good first impression. G. Contrast Ad - Juxtaposing positive images of one's candidacy with negative images of the opponent in the same ad

1952 – Eisenhower vs. Stevenson Truman just left office – unpopular Truman just left office – unpopular Korean war dragged into it’s 3 rd year Korean war dragged into it’s 3 rd year “Red Scare” and other scandals rocking Washington “Red Scare” and other scandals rocking Washington Eisenhower – popular general and Republican Eisenhower – popular general and Republican Adlai Stevenson - democrat Adlai Stevenson - democrat

Nixon vs. Kennedy Background Prosperity Prosperity Civil Rights stirrings Civil Rights stirrings Fidel Castro in Cuba and other “Red Scare” issues Fidel Castro in Cuba and other “Red Scare” issues Kennedy attempting to be the youngest elected president Kennedy attempting to be the youngest elected president Nixon: “It takes maturity to combat communism.” Nixon: “It takes maturity to combat communism.”