media coverage in 2008. clearly stated learning objectives examine the 2008 election in the broader...
TRANSCRIPT
Clearly Stated Learning Objectives
• Examine the 2008 Election in the broader context of American electoral history
• Identify and describe the formal and informal institutions involved in the electoral process at the Presidential level
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
• 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
• Don’t Say too Much
• Repeat the Few Basic Points
• Bad Press is Bad Press
Targeting Ads and their Effect
• Uncommitted voters vs Partisans
• When are they Most Effective
• Who is most swayed?
Candidate Credibility
• We have to trust the messenger
• Issue Ownership– http://wiscadproject.wisc.edu/historic-ads/not_o
n_welfare_3389.rm
• Try to focus on your best issue
Getting More Votes
• Delivering a positive message about your candidate– http://wiscadproject.wisc.edu/historic-ads/i_have
_done_my_best_3300kb.rm
• Deliver a negative message about the opposition– http://wiscadproject.wisc.edu/historic-ads/daisy_
girl_3189kb.rm
Types of Ads
• Biographical– http://www.livingroomcandidate.org/commercials/2004/heart – http://www.livingroomcandidate.org/commercials/1988/familychildren
– http://www.livingroomcandidate.org/commercials/2008/country-i-love
• Issue Ads– http://www.livingroomcandidate.org/commercials/1984/bear
• Ads are a sign of viability
Attack Ads
• The Norm Rather than the Exception
• The Lessons of 1988– http://www.livingroomcandidate.org/commercials/1988/revolving-door
– http://www.livingroomcandidate.org/commercials/1988/willie-horton
The Effect of Attack ads on voters
• Some voters become disenchanted and disaffected
• Your Base Loves them!
How Effective are these
• If they didn’t work, candidates wouldn’t run them
• The basic strategies– http://www.youtube.com/watch?v=7yr7odFUARg&feature=related – http://wiscadproject.wisc.edu/historic-ads/school_1667kb.rm
Why They Work and Who uses them more
• We don’t trust politicians
• They are more memorable
• Challengers and vulnerable incumbents
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
• Attack the Credibility of your opponent
How not to deal with them
• Do Nothing– Swiftboats– Kerry’s rebuttal to swiftboats?
• If you get Punched in the nose, you must punch back