·      Broadcast advertising averages 2/3 of a presidential candidates budget

* 1970 FCC added the Zapple Doctrine:

If a station sells times to one candidate, then comparable time  must by made available to opposing candidates who want to purchase it and can afford to do so. 

attack

advocacy

contrast

makes a case for the sponsor without making a case against the opponent.

*issue advocates do not have to disclose who is funding their operation or indeed, who they are.

Does not explicity urge a vote for or against a candidate

·      Free airtime

·      Debates

·      The internet

CONS: Blunders

They target voters that:

are registered to their party

or who can be swayed

The laws governing political and product ads difer in important ways. 

*its is illegal to censor a candidates political ad

·      Federal Election Campaign Act 1971

o   Reporting of campaign contributions

o   Limited amount of money collected

·   

   Bipartisan Campaign Reform Act (Mccain Fingold Act) 2002

·      Citizens United v FEC 2010

o   Corporations and unions not limited in campaigning for or against a candidate

o   Court opinion—limitations violate freedom of speech

*A person can donate 50 to 95 thousand every two years to candidates

*2 thousand in a primary, and another 2 thousand in each general election

*5 thousand to PAC a year

*PACs can give a max of 10 thousand

*25 thousand to party commitees

Section 527 of the Internal Revenue Code exempts such groups from taxation. A 527 cannot contribute to candidates and may not coordinate with candidates campaign. It can draw unlimited amounts of money from individuals, labor unions, and companies to be used to get out the votes and to air issue ads. 

o   Tax exempt group

o   Issue advocacy

o   Cant coordinate with a candidates campaign

o   Groups not associated with the campaign

o   Corporations/Unions

o   Can endorse candidates

o   EX

o   Swiftboat Ads against John Kerry

both want to persuade us to act as they wish and use:

name recognition and employ differiantation

association

audience participation

and repetition

Use slogans

have contrasting:

functions

values

regulations

financing

Interactivity and Politics and the Internet

Positive

1.Increasing Citizen Access to Information

-they dont have to wait for newspapers

2.Raising Money through the WEb

-instant

3. Feedback

-easy communication between supporters and candidates

4.New Forms of Attack

-search miserable failure, and GWBush's biography comes up--google bombing

5. The Reader as a Writer and Critic

-blogs

Interactivity and the Internet

Downside

1.Lurkers and Trolls

-send emails as a candidate

2. Spreading Inaccurate Information

o   November 2001 www.america.gov

§  Ron Paul raises 6 million in one day and 4 million of it online

o   August 2008 CNN Political Ticker

§  Barack Obama raises 66 million dollars

§  John McCain raises 47 million

o   October 2011 blackthisout.com

§  Raised 2.68 Million in one day

Ron Paul- ignored 

o   Political style more conversational personal and visual

o   Focus on creating memorable pictures not words

o   Nixon v Kennedy

o   Focus on the mainstream

Impact of cable

o   Explore blunders

Game schema-journalists try to expose all the bad qualities of politicians; they prime audiences to focus on certain issues; frame/spin same events in different ways

o   Assumption

§  Audience wants to know about issues and policies

o   Emphasis on game

§  Unimformed

§  Poor decision making

§  Alienation from politics

§  Distrust in government

Low turnout

Issue 16

Do new Business Models result in greater consumer choice of Products and Ideas?

Yes: Chris Anderson, migration toa different distribution form of music. "Into Thin Air" began selling all of a sudden due to online word of mouth. 

"If the 20th century was about hits, the 21st century will equally be about NICHES."

An audience spread to thinly is the same as having no audience at all.

Long tail: online retailers= a never ending market because you can find EVERYTHING

No: Kathryn Montgomery, behind the scenes cooperative ventures that influence social norms and more

"The REal World and MTVs sexual health PSAs 63% learned from them, won an emmy and a peabody award

92' - could direct message Bill Clinton's campaign for information

96- Clinton v Dole, both had their policies posted on their websites

98'- Ventura got his message out online and was elected governor of Minnesota

04- Moveon.org and thier "meet up" campaigns to get Howard Dean out of office, broadcasted his fall and his return to power as chairman of the DNP

Web Ads

web ad content secures cheap distribution as followers relay web ad page to their friends 

Kerry- "When Im President Im going to spend as much money as I want." "And thats exactly what GW Bush did." 

-Who won the debate? What was the desive moment?

- stereotype, act like Lincoln or FDR

-get the info that could be used to hurt you out on your own terms

-the prime function of an attack is to discredit your opponent but sometimes it will discredit YOU. --> use PAC

1. must have a disclaimer unvieling the sponsor

2. it must fit the time purchased 

3. it must meet the technical standards of the broadcast outlet

4. may not be obscene

-horse race, who is winning? Not the issues

-its is the job of the reporters to cover the story, not to make it

1. the candidates want to protect themselves from gaffes

2. the press panelists tend to ask questions of more interest to knowlegable reporter than to an information seeking voter

3. they reduce the debate to one decisive moment

4. the press focuses on the strategic intent of the candidates and on who won or lost the debate.