Propaganda in Presidential Elections

1. The Role of the Media
and Propaganda

2. American Government Drill 3-1
(Complete Answers!!)
1. If you were a Presidential candidate which states would you focus your
campaign on?
2. What is the occasional “bad thing” that happens because of the Electoral
College?
3. Describe the proportional plan reform idea of the Electoral College.
Objective: Students will be able to… identify propaganda techniques in order to
explain the role media plays in elections.

3. Roles of the Media in Presidential Politics
WATCHDOG
GATEKEEPER
SCOREKEEPER

4. Newsweek magazine runs an article on education in the United States
and why changes need to be made.
Which role of the media do you think Newsweek undertaking?
a. Gatekeeper
b. Watchdog
c. Scorekeeper
d. Competition

5. How does this relate to government?
Just as companies make promises to sell their product, politicians
make promises to sell themselves as the best candidate for office.
Campaign ads, like the ads you see in magazines, use PROPAGANDA
to sell the candidate.

6. Propaganda
What is propaganda?
The use of ideas or information that convey a message and
INFLUENCE people’s thinking.

7. Testimonial
Political candidates seek endorsements from famous people.

8. Propaganda Techniques
Bandwagon: Appeals to people’s desire to do what their friend and
neighbors are doing.
“America’s teachers are voting for Mrs. Winter you should too”
Card-stacking: Uses facts that support only one side of an issue or
candidate look good.
A politician would offer only evidence to support their case with any
other opponents, or those who might disagree not preset.
“Time after time, my opponent voted against legislation that would
have supported new jobs in our community.”

9. Propaganda Techniques
Glittering Generalities:
Uses powerful or vague words that sound good but have no meaning.
Usually first type of ad and is designed to introduce a candidate to the voters
Use of words that embody ideals, such as dignity, freedom, fame, integrity, justice,
love and respect.
“Improving America”
“Change We Need”
“Courage”
“Freedom”
“Hope”

10. Propaganda Techniques
Name-calling/ Labeling: Using unpleasant labels or descriptions to
harm a candidate or their campaign.
Often called “Attack Ads”
Wants to create a negative impression of opponent to voters
“Mrs. Winter is a reckless spender”
“Mrs. Winter is un-American”

11. Propaganda Techniques
Plain Folks: An attempt by a candidate to appeal to the average voter
as just one of the everyday people.
They stress that they understand the stress of everyday citizens
If campaigning in Maryland, go and eat crabs at a local restaurant.
If in Wisconsin wear a cheese hat and going to a local factory.

12. Propaganda Techniques
Transfer: Use of patriotic and popular symbols to create a positive or
negative image for a candidate.
Positive: Ads that feature pleasant music, beautiful outdoor
countryside, happy families.
Negative: Using black and white photos while yours are in color,
shocking images like an oil spill, home foreclosures, etc.

13. Media and Presidential Campaigns
“Horse-Race Coverage” – Focuses on winners and losers and who's
ahead.
Media declares a candidate who wins an early primary, even with a
small margin as the front runner.
Only front runners are able to attract millions of dollars in loans and
campaigning contributions.
By the time nominating convention starts candidates are known and
allows party’s to produce huge made for television productions.