POL369Y5 Lecture 6: POL369 MEDIA MANAGEMENT
Document Summary
At times, political parties try to increase negatives of their opponent; also known as negative advertising or attack advertising. There are different kinds of negative ads, good and bad. A good negative ad helps us know important characteristics of a potential decision maker (questions on honesty, trustworthiness, competence). The more evidence the ad uses the better. Will highlight genuine areas of disagreement between contestants. Will have a focus that"s relevant for governing. The point of negative ads is to increase negative perceptions. If i am doing image management of myself, i want to stimulate positive reactions; the opposite is true for image management on opponents. You can get a news story where the journalist can give a narrative usually on the news on tv or the internet. At some point, they will give a snippet of the event; this is a sound and image bite. The entire media is meant to pick up on your preferred sound and image bite.
