Who Casts the Vote?

The objective of most mainstream media is to persuade the audience to change their views or opinions. Information is communicated to the masses through media and propaganda. Media gives power to the press to persuade voters and influence the outcome of elections. Over the course of history, from the FDR to the Obama election, media has not only shaped the way we think, but has also swayed people’s political choices. These influences have had a negative impact on society. Media and propaganda have a detrimental effect on politics because they not only influence the voter’s decision, but prevent individual thought concerning politics.

The way we communicate has changed drastically over the past century, evolving into three main types of media. These include broadcast, written, and social media. Broadcast media entails television and radio where news is communicated by a reporter. President Roosevelt demonstrated the power of radio in the 1930’s and 1940’s. TV showcased Kennedy in the 1960 election during the debates. Written media consists of newspapers, and magazines. President Obama was the first president to use the internet. He used the live internet “ask me anything” AMA session at Reddit.com. In this forum individuals submitted questions and President Obama answered them. He was able to pick and choose questions that would get his views across to those online. (Press 1)  Social media on the internet ranges from Facebook to Twitter, to blogging.  Politicians often court these major media sites to push their agenda’s forward.  Each forum of media has had an effect on the way we vote; the choice we make ultimately comes down to how well the media has been able to persuade the undecided voter.

During this election it was evident that media played a role in influencing the voters’ decision, mainly through televised broadcast. The political campaigns were able to orchestrate what the viewers saw and heard about each candidate. President Obama aired an ad against Romney’s “47 percent” remarks. This ad talked of Mitt Romney dismissing these Americans for not pulling their weight. Yet Romney paid only 14% tax on his 13 million dollar earnings. Romney never said these people did not pay income taxes but it was implied in the ad. Romney ran ads highlighted his business expertise that would bring change to the economy, something president Obama didn’t have. Depending upon which news station you watched the Monday before the election; newscasters would either focus more on Romney or President Obama. During the election Fox News strongly supported Romney, “Fox has given Romney speeches unprecedented coverage a near four and a half total hours. Obama’s speeches, meanwhile, have been aired for just 35 minutes total (Media Matters 1).” Therefore the more you watched Fox news the more often you were exposed to Romney and the more you knew about what he stood for.  In contrast, MSNBC focused more on President Obama than Romney. “MSNBC aired the first three of Romney’s speeches on Monday for a total airtime of five minutes, but covered all three of Obama’s speeches for a total of 44 minutes (Media Matters 1).”The more you would watch MSNBC the more you would know about President Obama and what he stood for opposed to Romney. Politicians use different types of persuasion to make us believe in their views and influence how we vote.

 

When you’re trying to persuade someone to either follow you or believe in what you’re saying, a common technique politician’s use is a testimonial. A testimonial is when either a celebrity or someone important to the public eye sells the candidate. In late August actor Clint Eastwood sparked much controversy after his speech at the RNC (Republican National Convention) where he spoke to an empty chair that symbolize  President Obama and how he hasn’t been there for the country. Eastwood attacked President Obama saying that he was responsible for the high unemployment and he should not be reelected. Eastwood said,

“I haven’t cried that hard since I found out that there’s 23 million unemployed people in this country. Now that is something to cry for because that’s a disgrace, a national disgrace, and we haven’t done enough; obviously, this administration hasn’t done enough to cure that” (Lee 1).

 

Clint Eastwood is a true American icon, and when he expresses his political views his testimonial influence those around him.  If Eastwood endorses Romney’s campaign those who admire him will be influenced by what he says because they want to be just like him. In addition, Eastwood used what is known as loaded words to persuade the audiences to vote for Romney. For example, he used key words such as high unemployment and disgrace.  People hear these words and they associate them with bad connotations. However a Romney campaign spokesperson supported Eastwood’s performance by issuing this statement: “Judging an American icon like Clint Eastwood through a typical political lens doesn’t work. His ad-libbing was a break from all political speeches, and the crowd enjoyed it. He rightly pointed out that 23 million Americans out of work or under employed is national disgrace and it’s time for a change.” (Lee 2) President Obama also used a testimonial to help support his campaign. “Obama is endorsed by George Clooney, one of the most successful and popular actors in the country. I know people who couldn’t tell you whether Obama is a democrat or republican; they only know that Clooney supports him so they are too.”(Ink Paper Pen 2) Clearly there is some discrepancy between the political parties and what they see as right. Both parties are based on different ideals and campaign managers need to choose the appropriate media and techniques to communicate them.

            One of the most successful American communicators was President Franklin Delano Roosevelt, who used radio to reach millions of people. He would have heart to heart conversations about issues that people really cared about and he would use simple terms that everyone could understand, through his fireside chats.

 “On March 12 the day before the first banks were reopened, Pres. Roosevelt boosted confidence further through the first of his many fireside chats. These were radio talks that Roosevelt gave occasionally about issues of public concern, such as explaining in clear, simple language his new deal measures. Informal and relaxed these talks made Americans feel as if the president were talking directly to them. In his first chat, Pres. Roosevelt explained why the nation’s welfare depended on public support of government in the banking system.” (Danzer 666)

 

The president explained that when there are an exuberant amount of people demanding their deposits in cash, banks would fail. As a result of this message many Americans returned their savings to the bank over the course of the weeks that followed. President Roosevelt had struck home with the common American and had persuaded them to do what he asked of them. He believed in the power of media to move them towards believing his ideas to move the country forward.

           

The media does have a great deal of power in American politics. One may ask are we seeing what we need to know or is it what the media wants us to think? The media can sway people who are skeptical or have no strong opinion in the first place. Since these voters often decide the election results, the power of media can be substantial (US History 1). Next time you go to mark your ballot, make sure that it is your choice verses who the media told you to choose.

 

Work Cited:

Danzer, Gerald, Klor de Alva, J.Jorge, Krieger ,Larry, Wilson, Louis, Woloch, Nancy The Americans Evanston, Illinois: McDogual Littell, 2002. Print

Lee, MJ “Clint Eastwood delivers rambling RNC speech” Politico 30 August 2012 Web. 26 November 2012

Media Matters Blog.” For Every Minute Of Airtime Fox News Gave Obama Speech, Romney Got Seven” Media Matters.org. 6 November 2012 Web.21 November 2012

Press, Larry” Politicians using media, from Roosevelt’s fireside chats to Obama’s Ask me Anything” CIS 471 1 September 2012 Web. 5 December 2012

N.a “Obama & Persuasion: How to become President” Ink Paper Pen 25 September 2012 Web. 6 December 2012

N.a “5d.The Media” US History n.d Web. 5 December 2012