Seeing Spots: A Functional Analysis of Presidential Television Advertisements, 1952-1996 - Couverture rigide

Benoit, William L.

 
9780275966454: Seeing Spots: A Functional Analysis of Presidential Television Advertisements, 1952-1996
Couverture rigide
ISBN 10 : 0275966453 ISBN 13 : 9780275966454
Editeur : Praeger Publishers Inc, 1999

Synopsis

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.

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À propos de l?auteur

WILLIAM L. BENOIT is Professor of Communication at the University of Missouri. Among his earlier publications are Accounts, Excuses, and Apologies, Candidates in Conflict, and his first Praeger book, Campaign '96.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Praeger Publishers Inc
Date d'édition
1999
Langue
anglais
ISBN 10 
0275966453
ISBN 13 
9780275966454
Reliure
Relié
Nombre de pages
256
Coordonnées du fabricant
non disponible
Personne responsable
gpsr@libri.de
gpsr@libri.de

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