A Media Metaphors Analysis of Negative Television Campaign Commercials in Campaign '88.

Autor/in	Larson, Charles U.
Titel	A Media Metaphors Analysis of Negative Television Campaign Commercials in Campaign '88.
Quelle	(1989), (39 Seiten)Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; Monographie
Schlagwörter	Communication Research; Content Analysis; Mass Media Role; Mass Media Use; Models; Nonverbal Communication; Presidential Campaigns (United States); Rhetorical Criticism; Television Commercials; Television Research + Suchen Sie Ihr Suchwort? Kommunikationsforschung; Inhaltsanalyse; Mediennutzung; Analogiemodell; Non-verbal communication; Nonverbale Kommunikation
Abstract	This paper argues that in presidential politics new and highly sophisticated image-building techniques and the technological means for creating messages have proliferated during the past twenty years. The paper claims that the area where the most "image-building" is conducted is the television spot advertisement, but points out that there are few analytical tools for dealing with the television spot announcement. The paper suggests that an analytical tool which does attempt to uncover potential meanings in such messages is the "Media Metaphor" which relies on the meaning which seem to emerge from the "non-discursive" elements of televised spot announcements. The paper reports on a Media Metaphors analysis of negative campaign spots used in Campaign '88, conducted in order to get at these non-discursive message elements of the broadcast media such as color, camera movement, sound and sound effects, musical score, special effects, and others. A brief description of the methodology and an example application are provided. Then the Media Metaphors methodology is applied to one of the positive television spots used in the campaign and to several of the "negative" spots of the campaign. The paper concludes that the Media Metaphor concept and methodology should be extended to determine their value in deconstructing meanings in product and ideologically oriented spot announcements as well as in politically oriented spots. (One table of data and four figures are included.) (MS)
Erfasst von	ERIC (Education Resources Information Center), Washington, DC