 starter activity Watch the clips of vice-presidential and presidential candidate debates. How useful are these debates in deciding who to select? Should the same approach be adopted in Britain?

How important are the media in election campaigns To understand the role of television and other media, e.g. print journalism, internet etc. in election campaigns  Aims

 Your task Read p.72-3 and list the reasons why ‘print journalism’ is so important in the US election process Read p.72-3 and list the reasons why ‘print journalism’ is so important in the US election process

Print Journalism ‘Op-ed’ (opinion editorial) set the tone of national debate ‘Op-ed’ (opinion editorial) set the tone of national debate Papers endorse candidates Papers endorse candidates Front cover endorsement on ‘weeklies’, e.g. Time & Newsweek Front cover endorsement on ‘weeklies’, e.g. Time & Newsweek

 Your task What type of TV coverage is used during election campaigns. Read p.73 and take notes. What type of TV coverage is used during election campaigns. Read p.73 and take notes.

Television News coverage: CNN Headline News, ABC’s World News Tonight News coverage: CNN Headline News, ABC’s World News Tonight Political comment programmes: Meet the Press, News Hour with Jim Lehrer Political comment programmes: Meet the Press, News Hour with Jim Lehrer Chat shows: CNN, Larry King Live; Oprah Winfrey Show; Late Show with David Letterman Chat shows: CNN, Larry King Live; Oprah Winfrey Show; Late Show with David Letterman

 Your task How have ads helped or hindered US political campaigns? Read p What effect has spending on ads had? How have ads helped or hindered US political campaigns? Read p What effect has spending on ads had?

Political commercials First example of presidential political ad: Eisenhower, ‘Man from Abilene’ (1952) & ‘Eisenhower Answers America’ First example of presidential political ad: Eisenhower, ‘Man from Abilene’ (1952) & ‘Eisenhower Answers America’Man from AbileneMan from Abilene Early examples of negative commercials: Johnson, ‘Daisy Girl’ Early examples of negative commercials: Johnson, ‘Daisy Girl’Daisy GirlDaisy Girl Ads can cause backlash: Bush v. Dukakis, ‘Willie Horton’ backfired on Bush as racist Ads can cause backlash: Bush v. Dukakis, ‘Willie Horton’ backfired on Bush as racistWillie HortonWillie Horton Ads can come back to haunt, e.g. ‘read my lips, no new taxes’ Ads can come back to haunt, e.g. ‘read my lips, no new taxes’read my lips, no new taxesread my lips, no new taxes

Spending on ads Obama out-spent McCain during 2008, e.g. $3.5m a day on TV ads Obama out-spent McCain during 2008, e.g. $3.5m a day on TV ads Obama purchased two 30 mins airtime on NBC & CBS costing $1m each! Obama purchased two 30 mins airtime on NBC & CBS costing $1m each! McCain ads often missed the mark! McCain ads often missed the mark! McCain ads McCain ads

 Your task Read p and note down the formats of debates used in presidential elections. Do debates ever change the outcome of elections? Read p and note down the formats of debates used in presidential elections. Do debates ever change the outcome of elections?

What format do TV debates take? Podium debate Podium debate Panel debate, with up to 3 members of press asking questions Panel debate, with up to 3 members of press asking questions Town hall style debate, candidates faced audience of undecided voters Town hall style debate, candidates faced audience of undecided voters Round table debate Round table debate Which method do you favour?

Impact of debates Jimmy Carter v. Ronald Reagan: 1980 Jimmy Carter v. Ronald Reagan: 1980 Jimmy Carter v. Ronald Reagan Jimmy Carter v. Ronald Reagan Reagan v. Mondale: 1984 Reagan v. Mondale: 1984 Reagan v. Mondale Reagan v. Mondale Al Gore & John McCain lost support due to reactions to fellow debaters Al Gore & John McCain lost support due to reactions to fellow debaters

Impact of debates Confirm voter feeling Confirm voter feeling Convert passive voters Convert passive voters Decline in viewing figures, e.g. 81 million (1980, Reagan v Carter) to 45 million (2008, McCain v Obama) Decline in viewing figures, e.g. 81 million (1980, Reagan v Carter) to 45 million (2008, McCain v Obama) Quirks: Biden v Palin, 2008 logged 73 million viewers Quirks: Biden v Palin, 2008 logged 73 million viewers Debate wins is not a measure of electoral success Debate wins is not a measure of electoral success

 Your task Study the information on p.78-9 and note down some top tips on presidential debates, using examples from actual presidential debates Study the information on p.78-9 and note down some top tips on presidential debates, using examples from actual presidential debates

Tips on presidential debates Style more important than substance: never check your watch (Bush v. Gore, 2000); avoid too much make-up (Gore) Style more important than substance: never check your watch (Bush v. Gore, 2000); avoid too much make-up (Gore) Avoid verbal gaffes: Poland not under Soviet control (Ford, 1976) Avoid verbal gaffes: Poland not under Soviet control (Ford, 1976) Good sound bites win votes: Reagan (1980 & 1984) Good sound bites win votes: Reagan (1980 & 1984) Avoid being an incumbent: Reagan (1984) with his ‘there you go again’ remark Avoid being an incumbent: Reagan (1984) with his ‘there you go again’ remark

Hold a head-to-head debate between two presidential candidates

Plenary Plenary Which is more important print or TV coverage in presidential elections? Which is more important print or TV coverage in presidential elections? Does funding make a difference to the success or failure of a media campaign? Does funding make a difference to the success or failure of a media campaign? How important are ‘head-to-head’ debates? How important are ‘head-to-head’ debates?