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Demystifying Political Advertising: Strategies, Impact, and Media Bias

This course delves into the world of political advertising, exploring biographical, issue-based, and attack ads, and their effects on voters. Discover the strategies candidates use to influence public opinion and learn about media bias in election coverage. Gain insights into how to evaluate political ads critically and navigate through biased information to form well-rounded perspectives. Explore the dynamics of political communication and the role of media in shaping public discourse.

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Demystifying Political Advertising: Strategies, Impact, and Media Bias

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Presentation Transcript

  1. Media III 5/3/2012

  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 • Pages 130-151 • Office Hours • Today 11-2

  4. The Media and Politics III

  5. Political Advertising

  6. Biographical Ads • Inform us about the Candidate • Very important early in the campaign

  7. Issue Ads • Focus on a specific issue or a policy area • Associate yourself with favorable policies • Do not mention issue weakness

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

  9. The Effect of Attack ads on voters • Some voters become disenchanted and disaffected • Your Base Loves them!

  10. How Effective are these • If they didn’t work, candidates wouldn’t run them • The Lessons of 1988 • The Revolving Door • Willie Horton

  11. 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

  12. 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

  13. 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

  14. 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

  15. How the attack can backfire • If you are seen as being too evil

  16. Ads Can Backfire • You do it too late to make a difference • You bring a knife to a gun fight

  17. Media Bias

  18. Media Bias • Everyone Complains about it • Structural Bias • Political Bias

  19. Horse Race Coverage and Bias

  20. Media Coverage in 2008

  21. Where it Comes From • Bias to the Right • Bias to the Left

  22. Corporations tend to be More Conservative

  23. Journalists Tend to be Liberal

  24. Bias in 2008 • 8 of 10 Journalists planned to vote for Obama

  25. The Reality of it all • Anti-Incumbent and Anti President • Bad News is better than Good • You can find it if you look • Media remains a business

  26. Confirmation Bias • We favor information that meets our viewpoint • We do not care if it is true or false • All other information is biased

  27. Where We see the Most Bias • Editorial Pages • Talk Radio • The Internet

  28. To reduce Bias, get your news from more than one source and one medium

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