Yale's Five Stage Developmental Model - Ronald Reagan - Steps of First Campaign - Persuasion - Annalysis of Speeches

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Exercise #4

Social Movements

Using Yale’s five-stage developmental model, identify the stages of Ronald Reagan’s first presidential campaign giving specific examples from history. Give specific attention to applying the stages of a campaign history. Document your sources using APA format. You must use EBSCO or other on-line sources available through Amberton Library. You may also use books available through Ebrary and net library to complete this assignment. These on-line books are available on the library’s on-line resources. Do not try to complete this assignment by using websites for speeches.

Yale’s five stage developmental model gives us examples of what should happen from the beginning to end of a political campaign, product-line marketing scheme, or ideological campaign such as Christianity or Scientology. In the case of our 40th president, Ronald Reagan, you can see these steps put into action during his first run for the Presidential Office back in 1979.

Yale’s model identifies the first step in the five stages as Identification. According to the text, Charles U. Larson (2010) Identification is the position you establish in the minds of your audience P.283-289. The audience can be a congregation, fans, voters, and potential converts. In the case of Ronald Reagan, during his first campaign he would have wanted to bring favor upon himself in the eyes as many Americans as he possibly could; especially the Electoral College. He did, in fact, win over the nation & the Electoral College.

The second step is Identification. According to Larson (2010), Identification in Yale’s model refers to “establishing a position in the minds of consumers, voters, and potential converts” p. 283. To achieve making their mark on the minds of potential customers a product line may simply use a name that encompasses what they offer, Newsweek is the example used in Larson (2010) “It suggests that it contains the news of the past week” p. 283. Identification can also be established with the use symbols, as in the case with McDonalds. The unmistakable “golden arches” of McDonalds can be seen for what seems like miles by children. During the 1980 election, a bumper sticker the Reagan Campaign released was a simple design with a large impact. The sticker’s basic blue background with the word “Reagan” in large white print sticks out along with “for president” down below the name; simple, yet effective. This sticker gives Identification to Reagan the man, the candidate, and Regan the brand name.

Taking a step towards Yale’s first step, Identification, is also evident in The Reagan Campaign’s goals after he won the GOP July 7th 1980. As Michael Malbin noted, “Ronald Reagan had three strategic goals for the Republican convention. . . . He wanted to maintain the enthusiasm of the conservative supporters who won him the nomination. He wanted to reach out to centrist and moderate Republicans, particularly to white-collar suburbanites who might be thinking about voting for independent candidate John Anderson. Finally, he wanted to build on his appeal to normally Democratic blue-collar workers.” Skinner, Kiron; Bruce, Bueno de Mesquita,; Kudelia, Serhiy (2008) stated Reagan’s acceptance speech on July 17 was the most precise expression of these aspirations to date” p. 170.

The Reagan Campaign takes the final step towards Identification by appealing to the American people as someone with peace on Earth in mind. This is evident from his stance on foreign relations and the military. Reagan appeals to many Americans who are not happy with the current administrations performance over the previous four years. Reagan stated in Skinner, Kiron; Bruce, Bueno de Mesquita; Kudelia, Serhiy’s (2008) “Of all the objectives we seek, first and foremost is the establishment of lasting world peace. We must always stand ready to negotiate in good faith, ready to pursue...
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