1. 9.5
The Influence of Media in Political Campaigns

2. 1960 Kennedy v Nixon Debate on TV Winner?
Depends if you watched or listened

3. Media Consultants
Advisors to candidates on how to present a positive image
Coach candidates on how to answer questions

4. Media Campaign
Ads
Consultants help plan

5. $$$$$
Ads are expensive
Test on focus groups

6. Types of Campaign Ads 1. Deals with issues 2. Deals with images
Either can be positive or negative

7. Photo “Op” Carefully staged event to produce a memorable image
Can help or hurt

8. Election News Coverage
Horse Race Coverage
Who is winning and why (sporting event)

9. Or
Soap Opera Stories
Focuses on the ups and downs of a candidate

10. “Gotcha” journalism Ask question that you know can’t be answered
Goal: make candidate look foolish

11. Negative Campaigns
Mudslinging
Attack ads
Risky
Public Dislikes

12. But…it works Why?? Discourages some voters from voting OR
Stimulate voter interest for different candidate

13. ???? Give an example of a negative ad Give an example of a positive ad
Why does “going negative “work?