Upload
aoster11
View
730
Download
0
Embed Size (px)
DESCRIPTION
A presentation created for Political communication, Spring 2009. This compares the major themes found in the ads from Presidential Campaigns1984-2008
Citation preview
Frames of Negative Presidential Campaign
Television Ads
1984 – 2008
Jenna Litchfield & Autumn Oster
What is a negative ad?
• Comparing the two candidates• Comparing policy decisions
• Content in ad
Framing Analysis
• “Frames were defined as mental orientation that organize perception and interpretation”
• “They are based on past experiences of what worked in given situations and on cultural templates of appropriate behavior.”
• “Frames are used to blur distinctions between frames and the other factors such as values, norms, identity, solidarity and grievances.”
» Hank Johnston, Social Movements and Culture
1984Ronald Reagan (R) vs. Walter Mondale (D)
• Tax breaks• Economy
•“Leadership that’s working”•Comparison of 1980 and 1984
1988George H. Bush (R) vs. Michael Dukakis (D)
• Inconsistent• Retaliated too late
•Lack of Credibility•Can’t rely on him to get work done
1992William “Bill” Clinton (D) vs. George H.
Bush (R)•Indecisive•Higher Taxes•Arkansas
• Tax increases• Healthcare increases
1996William “Bill” Clinton (D) vs. Robert “Bob”
Dole (R)•Clinton’s character•Clinton’s intelligence
• Protecting children• Doles “desperate negative attacks”
2000George W. Bush (R) vs. Al Gore (D)
• Tax breaks• Focus on the middle class
•Gore will spend too much money•Focus needs to be on America
2004George W. Bush (R) vs. John Kerry (D)
• War in Iraq• Military strength
•War in Iraq•Kerry’s lack of decision and lies
2008Barack Obama (D) vs. John McCain (R)
•Obama’s inexperience•Obama’s a celebrity not a leader
• Economy• McCain mirrors Bush
Evidence
• Did the ads work? • How did they effect the public?• Have campaigns run more negative ads
over time?• How did we come to these conclusions?
Frames of 1984 – 2008 Elections
•