American campaigning has become increasingly complex as it adjusts to our ever-changing cultural landscape. The use of electronic media in the presidential campaigns of 1960 and 2008 is illustrative of this shift. A c...American campaigning has become increasingly complex as it adjusts to our ever-changing cultural landscape. The use of electronic media in the presidential campaigns of 1960 and 2008 is illustrative of this shift. A content analysis of these two campaigns demonstrates how each applied the newest technologies available at the time to define the candidate＇s image and export the messages to the electorate. Whether it be Kennedy＇s use of television or Obama＇s usage of social media, the role that new media of the day played in both campaigns clearly set the tone for future political campaigns. This examination of the role of media in both elections serves to form a primer for how the successful applications of new media lead to campaign victory. Then and now, the growing influence of new technologies on campaigning makes it necessary to compare and contrast the successful usages and strategies employed. The need for continuing analysis will grow in the coming years.展开更多
文摘American campaigning has become increasingly complex as it adjusts to our ever-changing cultural landscape. The use of electronic media in the presidential campaigns of 1960 and 2008 is illustrative of this shift. A content analysis of these two campaigns demonstrates how each applied the newest technologies available at the time to define the candidate＇s image and export the messages to the electorate. Whether it be Kennedy＇s use of television or Obama＇s usage of social media, the role that new media of the day played in both campaigns clearly set the tone for future political campaigns. This examination of the role of media in both elections serves to form a primer for how the successful applications of new media lead to campaign victory. Then and now, the growing influence of new technologies on campaigning makes it necessary to compare and contrast the successful usages and strategies employed. The need for continuing analysis will grow in the coming years.
