1. The Media II 12/5/2011

2. Clearly Communicated Learning Objectives in Written Form Upon completion of this course, students will be able to: – discuss and critically analyze political events in the United States government – students will be able to identify and explain the role of informal institutions and their effect on policy.

3. Office Hours and Readings Pp 130-151 Office Hours – Tuesday – 8:00-8:30, 9:30-10:00 – Wednesday- 8:00-10:30

4. DEBATES

5. Presidential Debates A Recent Phenomenon General Strategies Do not screw upscrew

6. Why Candidates Like these A chance for exposure A chance for Legitimacy A chance to move in the polls

7. Presidential Debates Who Wins (the leader in the polls) The Person who doesn’t make a mistake Does it matter?

8. Presidential Debates Win by not losing What don't you want to do? – The 1960 DebateDebate – Look ancientancient – Seem heartlessheartless – You are no Jack KennedyJack Kennedy – Eastern Europe is Free Eastern Europe is Free – The Global TestGlobal Test – Adm. James Stockdale Blind, Deaf, Dumb BlindDeafDumb

9. THE MEDIA STRATEGY

10. The Media Strategy Getting the Message Out – Paid Advertisements – Free Press You campaign for votes and you campaign for media by getting free coverage Avoid cannibalizing

11. Getting Free Press Having your message get covered by the media You can reach a wide audience and It is not costing you money This is fully mediated

12. Maximizing Free Coverage Create a package Convey a winning message Shape an Image

13. Maximizing Free Coverage Don’t Say too Much Repeat the Few Basic Points Bad Press is Bad Press

14. POLITICAL ADVERTISING

15. Political Advertising Unmediated Protected by First Amendment Why So Popular?

16. Targeting Ads and their Effect Uncommitted voters vs Partisans When are they Most Effective? Ads are a sign of political viability

17. Why you try to get

18. Candidate Credibility We have to trust the messenger Issue Ownership Try to focus on your best issue

19. Getting More Votes Delivering a positive message about your candidate (mobilizing) Deliver a negative message about the opposition (mobilizing/demobilizing)

20. Biographical Ads Inform us about the Candidate Very important early in the campaign

21. Examples of Bio Ads We have Come A long Way since IkeIke Bio Ads in 2008 – Obama bio adbio – McCain bio adbio What you do not want to saywant to say

22. Issue Ads Focus on a specific issue or a policy area Associate yourself with favorable policies Do not mention issue weakness

23. Examples of Issue Ads The Bear in the Woods in 1984Bear Mike Huckabee and Chuck Norris...Chuck Norris Hillary Clinton- Attack/Issue AdAttack/Issue Ad The Herman Cain “Smoking” AdSmoking

24. Attack Ads The Norm Rather than the Exception The Mother of all Attack AdsMother

25. The Effect of Attack ads on voters Some voters become disenchanted and disaffected Your Base Loves them!

26. How Effective are these If they didn’t work, candidates wouldn’t run them The Lessons of 1988 – The Revolving DoorDoor – Willie HortonHorton

27. Why They Work and Who uses them more We don’t trust politicians They are more memorable and informativememorable Challengers and vulnerable incumbents use them

28. Do Not Give your Opponent Ammo Never go to a Playboy PartyPlayboy Party Don’t Drive a Tank with a big helmethelmet Gee, thanks a lot IKEIKE The Defining Sound bite of 2008Sound bite

29. How To Deal with them Defend the Charges – Kerry Flip-Flopping on the issuesFlip-Flopping – The Kerry RebuttalRebuttal Counterattack on the same issue or up the ante- The Puppy AdPuppy Attack the Credibility of your opponentCredibility

30. How not to deal with them Do Nothing – The Initial AdInitial – Swiftboats Swiftboats – Kerry’s rebuttal to swiftboats? If you get Punched in the nose, you must punch back

31. How the attack can backfire If you are seen as being too evil

32. Ads Can Backfire You do it too late to make a difference You bring a knife to a gun fight