political advertising in us

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Political advertising in US By Sinyat

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Page 1: Political advertising in US

Political advertising in US

By Sinyat

Page 2: Political advertising in US

United state of America

The United States of America (also known as America, the U.S., or the U.S.A.) is a country on the continent of North America. It is made up of 50 states and a federal district. After the United States was on the winning side of two World Wars (see WW1 and WW2) it became one of the world's superpowers. It is famous for its influence over finance, trade, culture, military, politics, and technology.

Page 3: Political advertising in US

Government of US.

The United States is a federal republic. The federal government is set up by the Constitution. There are three branches of government. They are

the executive branch- is the part of the government that enforces the law.

the legislative branch- the government that makes laws

the judicial branch- is the part of government that interprets what the law means

State governments work very much like the federal government

United States of America consists of 50 states, 5 territories and 1 district (Washington D.C). States can make laws about things inside the state, but federal law is usually about things dealing with more than one state or dealing with other countries. In some areas, if the federal government makes laws that say different things from the state laws, people only have to follow the federal government's law because the state law is not a law any more.

Page 4: Political advertising in US

President by the people for the people

Unlike in some parliamentary systems, Americans vote for a specific candidate instead of directly selecting a particular political party. With a federal government, officials are elected at the federal (national), state and local levels. On a national level, the President, is elected indirectly by the people, through an Electoral College. In modern times, the electors virtually always vote with the popular vote of their state.

Page 5: Political advertising in US

Raising money for campaigns

Successful participation, especially in federal elections, requires large amounts of money, especially for television advertising.This money is very difficult to raise by appeals to a mass base, although in the 2008 election, candidates from both parties had success with raising money from citizens over the Internet, as had Howard Dean with his Internet appeals. Both parties generally depend on wealthy donors and organizations - traditionally the Democrats depended on donations from organized labor while the Republicans relied on business donations. This dependency on donors is controversial, and has led to laws limiting spending on political campaigns being enacted.

Fundraising plays a large role in getting a candidate elected to public office. Without large sums of money, a candidate has very little chance of achieving their goal. In the 2004 general elections, were won by the candidates who spent the most on their campaigns. Attempts to limit the influence of money on American political campaigns dates back to the 1860s. Recently, Congress passed legislation requiring candidates to disclose sources of campaign contributions, how the campaign money is spent, and regulated use of “soft money” contributions.

Page 6: Political advertising in US

Political posters

Page 7: Political advertising in US

Advertising in politics

Advertising whose central focus is the marketing of ideas, attitudes, and concerns about public issues, including political concepts and political candidates.

The essential task of political advertising is to gain the confidence of the people for their acceptance of ideas and, in the case of political campaign advertising, to influence their vote.

Political advertising differs from commercial advertising in that the product is either a person or a philosophy rather than goods and services, and, in addition, the advertising objectives must be met within a specific time frame.

political advertising carries a moral implication, because the results have potentially far-reaching effects on the population at large.

Political advertising raises many controversial social questions concerning the funding of political campaigns, the truth or reality of political claims, and the likelihood of slanderous or libelous claims made by political candidates.

Page 8: Political advertising in US

Gate keeping theory

Gatekeeping is the process through which information is filtered for dissemination, whether for publication, broadcasting, the Internet, or some other mode of communication.

The academic theory of gatekeeping is found in multiple fields of study, including communication studies, journalism, political science, and sociology.

It was originally focused on the mass media with its few-to-many dynamic but now gatekeeping theory also addresses face-to-face communication and the many-to-many dynamic inherent in the Internet.

The theory was first instituted by social psychologist Kurt Lewin in 1943.

Gatekeeping occurs at all levels of the media structure - from a reporter deciding which sources are chosen to include in a story to editors deciding which stories are printed or covered, and includes media outlet owners and even advertisers. Individuals can also act as gatekeepers, deciding what information to include in an email or in a blog, for example

gatekeeper A news editor selects stories for publication based on his or her organization's specific criteria, e.g., importance and relevance to their readership. For example, a presidential resignation would be on the front page of a newspaper but likely not celebrity break-up

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Gate keeping in politics

Barzilai-Nahon introduces a typology for the gated. According to her approach, the gated can have four key attributes at different levels that determine how they can interact with the gate.

These are 1) Political power in relation to the gatekeeper,

2) Information production ability, 3) Relationship with the gatekeeper 4) Alternatives in the context of

gatekeeping . A typology of combinations of these

characteristics then allows for evaluation of potential interactions between the gatekeeper and the gated based on the number and type of attributes an individual has

In a political system there are 'gatekeepers', individuals or institutions which control access to positions of power and regulate the flow of information and political influence.

Feminists have adapted this theory to explain male control of language and knowledge.

Page 10: Political advertising in US

Change of the gatekeeping

The Clinton–Lewinsky scandal illustrates a fundamental change in the contemporary

American media environment: the virtual elimination of the gatekeeping

role of the mainstream press. While most current understanding of

media and politics (held by scholars, citizens, and practitioners) assumes that

journalists can and/or should operate as the gatekeeper for politically relevant

information, the most profound impact of the new media environment may

well be the way it undermines the ability of any elite to play this central role.

The new media environment, by providing virtually unlimited sources of

political information

Page 11: Political advertising in US

Negative campaigning work

Negative campaigning like Attack ad (Some believe that attack

ads are public opinion) Fear mongering Push poll Smear campaign Voter suppression social psychologists feel that negative

information has a tendency “to be more influential than equally extreme or equally likely positive information.” Citizens may want to hear the good qualities of the candidates but they tend to remember more about the less desirable ones when presented with them.

Candidates can and will display messages in their advertisements that come very close to propaganda.