RTV 3405 Lecture 21: 9
8 Mar 2017
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Document Summary
Media"s key roles in a democracy: watchdog for government transparency to safeguard the rights of the people, public educator to make people capable of self-government, public forum for debates, campaign platform. Intensified horse-race journalism: emphasized personality and appearances over policies. Positive and negative words: the use of language with strong positive or negative emotional associations is a long-standing tradition in political advertising. In the earliest tv ads, dwight d. eisenhower referred to a nation that was. Sinking deeper into a bottomless sea of debt and characterized democrats as unable to keep their confused heads above water. : this negative language was used to cast doubt on his opponent: adlai. Stevenson: eisenhower extended the metaphor favorably for himself by touting the sturdy lifeboat that the republicans would build. Positive ads: usually at the beginning of campaigns, emotional appeal. Negative ads: attack other candidates, fear appeal, george h. w.
