POLITICS OF MEDIA FINAL EXAM REVIEW SHEET

D george w bush karl rove was his spin doctor and he

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d. George W. Bush: Karl Rove was his spin doctor and he used demographic data and political marketing techniques to win campaigns. An example of spin doctoring for George W. Bush was creating the identity of be- ing a self-made man from Texas and hiding his elite roots. This persona was one that many voters could relate to. Another example is Rove’s strategy of constantly attacking opponents and playing up their flaws. e. Barack Obama: Axelrod is Obama’s spin doctor. An example of spin doctoring for Obama is that Axelrod and many other political communicators were able to convince the American public that Obama’s success was due to grassroots communication rather than a planned out political strategy. He used techniques such as political marketing, flyers, mail, videos, newspapers, the Internet, etc.
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11. How do PR professionals place/plant stories in the media? Mention four strategies that they use. 1) Supplying journalists with stories and images they need to please their bosses and produce stories 2) Leaking stories to journalists 3) Scripting speeches to provide sound bites and leads 4) Arranging photo opportunities or news conferences 12. Why did the twentieth century give rise to celebrity-ness? What are the two explanations Louw offers? The 20th century gave rise to celebrity-ness because there was a new type of politician: those who learned to exploit the mass media’s potential. Louw’s explanation of this new celebri- ty-ness are television and mass media, which is tied to the visual representations of politicians and the sending of mass messages about them. Also, Louw points out that there is a growing con- vergence between the politician and celebrity because they hang out together, and well-known people can use their fame to get into politics. Politics is increasingly becoming about scripted performers. 12. Below is a list of famous politicians. Please pick one and explain his/her relationship with the media. How did s/he use the mass media’s potential? GANDHI: Gandhi used sympathy and mobilized passive resistance to get the media’s attention. He evoked sympathy by visually being a barely clothed, thin man, who looked like a victim. 13. How do the structural factors listed below influence the type of news made? Please pick one and explain. a. Budgetary factors b. Allocation of reporters c. Organization of the newsroom d. Relations with advertisers EXAM 3 REVIEW EXAM 4 REVIEW - Pg. 156 - In 2003 the United States launched the War on Iraq and planned it with a PR-ized warfare model, which included: 1. Demonization of Saddam Hussein 2. Attempts to mobilize refugees/exiles as an alternative pro-American client government 3. Creating victims of Iraqi citizens that need to be rescued 4. Circulating certain images (example: soldiers in the sunset - romanticizes war) 5. Embedded journalists
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- Pg. 159 - PR problems (within months of the conventional war ending) 1. Failure to find weapons of mass destruction Undermined PR justification for launching war in the first place 2. Insurgency war broke out
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