We love eBooks
    Download Seeing Spots: A Functional Analysis of Presidential Television Advertisements, 1952-1996: A Functional Analysis of Presidential Television Advertisements, … in Political Communication (Hardcover)) pdf, epub, ebook
    Publisher

    This site is safe

    You are at a security, SSL-enabled, site. All our eBooks sources are constantly verified.

    Seeing Spots: A Functional Analysis of Presidential Television Advertisements, 1952-1996: A Functional Analysis of Presidential Television Advertisements, … in Political Communication (Hardcover))

    By William L. Benoit

    What do you think about this eBook?

    About

    Benoit provides a comprehensive analysis of presidential television spots from every campaign that used this important message form, from the 1952 campaign through the last national campaign in 1996. More than 1,600 presidential spots are analyzed, from both primary and general campaigns. Republican, Democratic, and third party candidate advertisements are analyzed. He uses the Functional Theory of Political Campaign Discourse, analyzing themes in spots as acclaims (self-praise), attacks (criticism), and defenses (responses to attacks). Themes are classified according to topic. Each of these topics is broken down further (policy: past deeds, future plans, general goals; character: personal qualities, leadership ability, ideals). Contrasts are made between spots from Republicans and Democrats as well as third parties, incumbents and challengers, and winners and losers. The spots from candidates who led, trailed, or were in close races also are contrasted.

    Spots are becoming more negative over time, Benoit concludes, in both primary and general campaigns. General campaigns are more negative than primary campaigns, Democrats are more negative than Republicans, and challengers are more negative than incumbents. There are no differences between winners and losers. However, candidates who trailed throughout the campaign were most negative, while candidates in close races were most positive. An important analysis for scholars and researchers in political communication and American presidential politics.

    Download eBook Link updated in 2017
    Maybe you will be redirected to source's website
    Thank you and welcome to our newsletter list! Ops, you're already in our list.

    Related to this eBook

    Browse collections

    Keep connected to us

    Follow us on Social Media or subscribe to our newsletter to keep updated about eBooks world.

    Explore eBooks

    Browse all eBook collections

    Collections is the easy way to explore our eBook directory.