Videostyle in Presidential Campaigns

by Kaid, Lynda Lee

• ISBN13: 9780275940713
• ISBN10: 0275940713
• Format: Hardcover
• Copyright: 2000-10-30
• Publisher: Praeger Pub Text

Summary

Kaid and Johnston report the results of a systematic and thorough analysis of virtually all of the political commercials used in general election campaigns from 1952 through the 1996 presidential contest.

Author Biography

LYNDA LEE KAID is Professor of Communication and George Lynn Cross Research Professor at the University of Oklahoma where she also serves as the Director of the Political Communication Center and supervises the Political Commercial Archive.ANNE JOHNSTON is an Associate Professor in the School of Journalism and Mass Communication at the University of North Carolina, Chapel Hill.

Table of Contents

Series Foreword	vii
Acknowledgments	xi
Presidential Campaign Advertising on Television	1	(12)
Political Advertising Content and Effects	13	(12)
Videostyle: Concept, Theory, and Method	25	(14)
Advertising Content and Styles Across the Years	39	(36)
Videostyle and Political Candidate Positioning	75	(32)
Negative and Positive Videostyle	107	(28)
Videostyle and Ethics in Televised Political Advertising	135	(12)
The Mediation of Videostyle: How Television and Newspapers Cover Political Candidate Advertising	147	(20)
Videostyle in International Perspective	167	(12)
Recurring Elements of Videostyle and the Future of Presidential Candidate Presentation	179	(14)
Appendix: Videostyle Codesheet	193	(10)
References	203	(18)
Index	221