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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

The Media II


clearly communicated learning objectives in written form
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. 
office hours and readings
Office Hours and Readings
  • Pp 130-151
  • Office Hours
    • Tuesday – 8:00-8:30, 9:30-10:00
    • Wednesday- 8:00-10:30
presidential debates
Presidential Debates
  • A Recent Phenomenon
  • General Strategies
  • Do not screw up
why candidates like these
Why Candidates Like these
  • A chance for exposure
  • A chance for Legitimacy
  • A chance to move in the polls
presidential debates1
Presidential Debates
  • Who Wins (the leader in the polls)
  • The Person who doesn’t make a mistake
  • Does it matter?
presidential debates2
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
the media strategy1
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
getting free press
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
maximizing free coverage
Maximizing Free Coverage
  • Create a package
  • Convey a winning message
  • Shape an Image
maximizing free coverage1
Maximizing Free Coverage
  • Don’t Say too Much
  • Repeat the Few Basic Points
  • Bad Press is Bad Press
political advertising1
Political Advertising
  • Unmediated
  • Protected by First Amendment
  • Why So Popular?
targeting ads and their effect
Targeting Ads and their Effect
  • Uncommitted voters vs Partisans
  • When are they Most Effective?
  • Ads are a sign of political viability
candidate credibility
Candidate Credibility
  • We have to trust the messenger
  • Issue Ownership
  • Try to focus on your best issue
getting more votes
Getting More Votes
  • Delivering a positive message about your candidate (mobilizing)
  • Deliver a negative message about the opposition (mobilizing/demobilizing)
biographical ads
Biographical Ads
  • Inform us about the Candidate
  • Very important early in the campaign
examples of bio ads
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
issue ads
Issue Ads
  • Focus on a specific issue or a policy area
  • Associate yourself with favorable policies
  • Do not mention issue weakness
examples of issue ads
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
attack ads
Attack Ads
  • The Norm Rather than the Exception
  • The Mother of all Attack Ads
the effect of attack ads on voters
The Effect of Attack ads on voters
  • Some voters become disenchanted and disaffected
  • Your Base Loves them!
how effective are these
How Effective are these
  • If they didn’t work, candidates wouldn’t run them
  • The Lessons of 1988
    • The Revolving Door
    • Willie Horton
why they work and who uses them more
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
do not give your opponent ammo
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
how to deal with them
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
how not to deal with them
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
how the attack can backfire
How the attack can backfire
  • If you are seen as being too evil
ads can backfire
Ads Can Backfire
  • You do it too late to make a difference
  • You bring a knife to a gun fight