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
