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The Media II

The Media II. 12/5/2011. 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

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The Media II

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  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 up

  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 Debate • Look ancient • Seem heartless • You are no Jack Kennedy • Eastern Europe is Free • The Global Test • Adm. James Stockdale • Blind , Deaf, Dumb

  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 Ike • Bio Ads in 2008 • Obama bio ad • McCain bio ad • What you do not want 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 1984 • Mike Huckabee and Chuck Norris... • Hillary Clinton- Attack/Issue Ad • The Herman Cain “Smoking” Ad

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

  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 Door • Willie Horton

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

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

  29. How To Deal with them • Defend the Charges • Kerry Flip-Flopping on the issues • The Kerry  Rebuttal • Counterattack on the same issue or up the ante- The Puppy Ad • Attack the Credibility of your opponent

  30. How not to deal with them • Do Nothing • The Initial Ad • 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

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