Week 9 Overheads

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Television and democracy

‘Pseudo-event’: Programming politics

Daniel J. Boorstin, The Image (1962)

Presidential campaigns

Across 20th Century: Decline of old (partisan) press, speaking tours.

Rise of new media (radio, TV, Internet)

Marketing techniques applied to campaigns. The ‘living room’ campaign

First independent presidential publicity campaign: Theodore Roosevelt, 1912

Rise of media advisors: Adman Bruce Barton, 1920-1950s (BBD&O)

1952: First TV presidential campaign

New Hampshire primary, national conventions, campaign TV spots, opinion polling, TV attempt to project winner.

Rosser Reeves: “Prince of Hard Sell”

25% of campaign budget for TV

1960: First televised presidential debates

1964: “Daisy spot,” Tony Schwartz, “Deep sell, partipulation”

1968: “Selling of the President” (Nixon). 67% of budget for TV; 75% for TV spots. White House Office of Communication created.

1980-84: White House producer: Michael Deaver (Reagan)

1992: Internet, first White House website (Clinton)

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Access to TV's Marketplace of Ideas, 1950-1980

Three-network nation:

Adman Tony Schwartz: Three political parties are now CBS, NBC and ABC

Campaigns take place in the living room, not in public speeches

Key concepts: Gatekeeping and agenda-setting

Civil rights movement, 1955-65

Birmingham, 1963: John Lewis

Emmett Till

Ralph Nader and citizen public relations

Unsafe at Any Speed, 1965

Publicity and grassroots organizing

Saul Alinsky