The Electronic Media Campaign of the Us Presidential Elections 2004
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
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
Bibliography: Carver, Tom: Bush 's tactical victory, BBC News,Campaign column, 2004 September 4, http://news.bbc.co.uk/2/hi/americas/3626942.stm, downloaded: 28/04/2005