New Media Campaign Advertisements 134 Traditional Media Deciding what is newsworthy Obsession with the horse race Strategies to control media coverage Isolate candidate from press Stage media events ID: 646236
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Slide1
Reaching Voters
Traditional MediaNew MediaCampaign Advertisements
13.4Slide2
Traditional Media
Deciding what is newsworthyObsession with the horse raceStrategies to control media coverage
Isolate candidate from press
Stage media events
SpinAppear on on talk and comedy showsCandidate debatesDirections to agencies that have the force of law
13.4Slide3
Pablo Martinez Monsivais/AP Images
How have the rules and format for presidential debates changed since the first televised debates?13.4Bettmann/ CorbisSlide4
New Media
Faster dissemination of informationFaster data collection
Faster response time
Internet
Social media such as Facebook, Twitter, and YouTubeRobo-calls13.4Slide5
Campaign Advertisements
Positive adsStress qualificationsNegative ads
Attack opponents
Contrast ads
Compare candidatesInoculation adsAnticipate attacks13.4Slide6
They cannot control how they are portrayed.
The media focus on the negative, such as gaffes or scandals.The media focus on the horse-race aspects of the election.All of the above13.413.4 Why are candidates often frustrated with the news media?Slide7
They cannot control how they are portrayed.
The media focus on the negative, such as gaffes or scandals.The media focus on the horse-race aspects of the election.All of the above13.413.4 Why are candidates often frustrated with the news media?Slide8
Toward Reform: The 2012 Presidential Campaign
The Nomination CampaignThe Interim Period
The Party Conventions
The General Election Campaign
Election Results and Analysis13.5Slide9
The Nomination Campaign
The Democratic raceNo challengerThe Republican race
Large field
Romney
's victoryRecord as moderate Mormon faithRick Santorum emerged as challenger.13.5Slide10
FIGURE 13.3 How did the frontrunner change throughout the 2012 Republican primary?
13.5Slide11
The Interim Period
Quiet period before party conventionsUsed for fundraisingObama gets a boost then makes a gaffe
Obamacare upheld
"
You didn't build that"Romney announces running mate13.5Slide12
How does a presidential candidate choose a running mate?
13.5Charles Dharapak/AP ImagesSlide13
The Party Conventions
Republican National ConventionTampa, FL during Hurricane IsaacAnn Romney
'
s speech
Paul Ryan's acceptance speechRomney's acceptance speech had 30.3 million viewers.Democratic National ConventionCharlotte, NCMichelle Obama
'
s speech
Bill Clinton
'
s speech
Obama
'
s acceptance speech had 35.7 million viewers.
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The General Election Campaign
Economy dominated.Attack on embassy in Benghazi, Libya
"
47 percent
"Candidate debates1st: Romney wins, 67 million viewers2nd: Obama wins, 66 million viewers3rd: Obama wins, 59.2 million viewers
13.5Slide15
The General Election Campaign
Candidate debatesVice presidential debate51 million viewers
13.5Slide16
The General Election Campaign
The final daysSwing states too close to call
Hurricane Sandy
13.5Slide17
How do candidates reach out to voters for support?
13.5Mark Hirsch/Getty ImagesSlide18
Election Results and Analysis
Romney loses Michigan.Obama wins swing states.Electoral College results
Obama, 332
Romney, 206
13.5Slide19
FIGURE 13.4 Which states were the focus of the 2012 presidential campaign?
13.5Slide20
67 million
15 million750,00050 million13.513.5 How many people watched the first presidential debate, which President Obama lost?Slide21
67 million
15 million750,00050 million13.513.5 How many people watched the first presidential debate, which President Obama lost?Slide22
Discussion Questions
Why does money play such a large role in political campaigns?Do you think the role of money in elections should be limited?If so, how would you propose to do this without violating free speech rights?13Slide23
Further Review
Listen to the Chapter Study and Review the Flashcards Study and Review the Practice Tests13