The Electronic Media Campaign of the Us Presidential Elections 2004

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  • Topic: George W. Bush, Political campaign, John Kerry
  • Pages : 109 (24266 words )
  • Download(s) : 103
  • Published : April 4, 2013
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MEDIA CAMPAIGN
IN THE

USA PRESIDENTIAL ELECTIONS 2004:

HOW TO DISMANTLE AN OPPONENT?

BY

BUDAPEST, 2005

LEVENTE HÖRÖMPÖLI-TÓTH

TABLE OF CONTENTS
ABSTRACT............................................................................................................5 INTRODUCTION ...................................................................................................7 I. PARTISANSHIP IN THE AMERICAN MEDIA STRUCTURE..................................10 1. THE ROLE OF THE MEDIA IN POLITICS ........................................................................... 10 2. THE CURRENT MEDIA SITUATION IN AMERICA .................................................................. 11 2.1 Steps to counter Democratic media domination................................................ 11 2.2 Public opinion shaping think tanks .................................................................. 12 3. NEWS COVERAGE IN ELECTIONS 2004.......................................................................... 14 II. IMAGERY IN ELECTION 2004 ........................................................................16 1. IMAGE VS. CONTENT .............................................................................................. 16 1.1 Wrong and strong beats bright and right ......................................................... 16 1.2 Consistency backed by campaign techniques ................................................... 17 2. FINDING THE TOPIC THAT SELLS ................................................................................. 18 2.1 Sold out: the war on terror ............................................................................ 18 2.2 Also wanted: moral values............................................................................. 20 3. THE NECESSITY OF NEGATIVE CAMPAIGNING ................................................................... 21 3.1 Major types of advertising ............................................................................. 21 3.1.1 Attack ads........................................................................................................... 22 a) Resisting the Dark Side of advertising ..................................................................... 22 b) Attack manual: a scalpel-instead-of-a-chainsaw approach ......................................... 22 c) Two tests to justify attacks .................................................................................... 23 3.1.2 Acclaiming and contrastive ads .............................................................................. 23 3.1.3 Defense ads ........................................................................................................ 24 a) Features of defense ads......................................................................................... 24 b) Defense ad types.................................................................................................. 24

3.2 The importance of going negative................................................................... 24 III. CHANNELS OF CAMPAIGNING .....................................................................26 1. TELEVISION ADS ................................................................................................... 26 1.1 The power of television ads ........................................................................... 26 1.1.1 The B52s of political campaigns ............................................................................. 26 1.1.2 Why be provocative.............................................................................................. 26 1.1.3 Air war strategies and spending ............................................................................. 27

1.2 Narratives in television campaigning ............................................................... 29 1.2.1 Leadership...
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