SMPA 2102 Part 4
SMPA 2102 Part 4 SMPA 2102
Popular in Introduction to Political Communication
Popular in Cinema And Media Studies
This 2 page Class Notes was uploaded by Morgan Routman on Tuesday October 13, 2015. The Class Notes belongs to SMPA 2102 at George Washington University taught by Entman, R in Fall 2015. Since its upload, it has received 20 views. For similar materials see Introduction to Political Communication in Cinema And Media Studies at George Washington University.
Reviews for SMPA 2102 Part 4
Report this Material
What is Karma?
Karma is the currency of StudySoup.
Date Created: 10/13/15
SMPA 2102 Part 4 10142015 Political Advertising Case Study Bush v Dukakis Ads depend on visual aspects symbolism music Uses intertextuality o Attacks issue ownership with the Boston Harbor Ad Advertising Candidates strategy and democracy 0 Media Effects Theories Framing works to set agendas and prime evaluations Agenda Setting giving differential attention to certain issues Priming Give people criteria to judge leaders via emphasizing different attributes Chong and Druckman and Brader Thinking Feeling Attitude o Sigmaviwi Attitude Brader Conventional Wisdom on Emotional Effects on Political Ads 0 Aims to gauge how emotions create effects on people and their abilities to remember ads Emotions are key to the power of campaign ads Emotional power comes from music and imagery Work primarily by transferring feelings to candidates Manipulative and irrational Works most on those who are uneducated and uninformed De nitions 0 Emotions Speci c sets of dispositions triggered by the brain in response to perceived signi cance of a situation to individual goals 0 Feelings Awareness and experience of emotions Are potential but not necessary consequences of emotions We monitor our Environment via 2 Systems o Disposition System Generates satisfaction and enthusiasm or the opposite as it encounters information as a match or mismatch of expectations 0 Surveillance System Generates calm or fear depending on threats from environment 0 To have effects on public opinion framed communication must be Available Accessible and Applicable Chong and Druckman Processing 0 Peripheral What we usually engage in basically automatic 0 Central Costly and tiring Complicated verbal messages More conscious and deliberate thinking Takes up part of your memory Easier to arouse when images and music are used a Verbal messages are easily lost without this emotional awareness Strategic Problem from Geer and Maverick is to push yourself to the middle and your opponent to the outside 0 Both ideologically and with masculinity o This is what people strive for in political campaigns