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During the Richmond VA debate in the 1992 campaign, Bill Clinton said of George Bush, "I'm not interested in his character. What I want to change is the character of The Presidency". He succeeded in a way few could have imagined at the time. |
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During the Richmond VA debate in the 1992 campaign, Bill Clinton said of George Bush, "I'm not interested in his character. What I want to change is the character of The Presidency". He succeeded in a way few could have imagined at the time. |
"American television and politics are now so completely locked together that it is impossible to tell the story of one without the other...He who comes to power by television, must be prepared to be destroyed by television".Theodore White: America in Search of Itself. 1982
"We are presenting the candidates to the public through the filter of our own prejudices".
Jo Klein on Reliable Sources. January 29th, 2000
One of the most traditional and cherished goals of American education has been the creation of responsible citizens for a democratic society. In a representative system, that surely entails citizens who participate not just in the electoral cycle but in the day-today policy making that affects them at the local, state and national level. If declining voter turnout, and worse still, voter knowledge, are any indication, American schools have failed hopelessly at their own chosen task.
While civics and social studies classes may labor dutifully over the meaning of the constitution or the 3 branches of government, they seldom dedicate much time to in-depth consideration of the process by which candidates get elected. There is little doubt however that digital technology, the Internet, sophisticated polling techniques,negative advertising, unscrupulous fundraising and sloppy, sensationalized or shallow campaign coverage all contribute to the context in which candidates are either elected or rejected by American voters. The enormous amount of money raised by George W. Bush in the 2000 campaign for example, was not simply a story the media covered; but one that their coverage actively contributed to. At the very least, the obsession with money and the aura of both invincibility and inevitability that went with it, made it harder for other Republicans to raise money and hastened the exit from the race of Elizabeth Dole and Dan Quayle before a single primary had been held.
Since television first covered the conventions in the 1950s, and the first televised presidential debate of 1960 [Kennedy vs. Nixon] the political process in this country has been a pictorial process. Yet for the most part, the science, art, craft, and psychology that constitutes a modern political campaign, is all but ignored in the nation's classrooms at that same time that this process creates the most powerful leader in the western world. To this end, the 2000 New Hampshire Primary found the Bush team pursuing images of their candidate snowmobiling, dancing, and flipping pancakes. The purpose they said was to "optically differentiate" him from the rest of the field. One wonders what the 19 point Bush loss suggests about how Granite State voters processed the pictures served up to them.
While getting elected and being able to effectively govern are two different things [ask Jimmy Carter] the first task of any contemporary candidate for the presidency is to get elected. In the 1996 campaign, the Republican nominee never understood this basic principal. In Showtime: The American Political Circus and the Race for the White House, Roger Simon notes that "the Dole campaign was the worst campaign in modern times". When a reporter asked Dole what was the single most important thing voters needed to know about him, his response was 'beats me'.
In contrast, Clinton's media whiz kids at the White House knew exactly how to stage the circus. "The entertainment or at least captivation of the public was what the White House spent an enormous amount of time worrying about and working on. From the first day to the last, the campaign was viewed as a performance...each event was a small play, a small theatrical performance, designed to convey the power, majesty, sensitivity of the man in the White House". [Simon]
Of course, Clinton was hardly the first candidate to understand that being president meant being "entertainer in chief". Ronald Reagan's stint as President of the Screen Actors Guild and pitchman for GE prepared him for his greatest role. "Upon walking into his first meeting wit his re-election team in 1984, Ronald Reagan said: 'Hi guys; I'm a bar of soap'." Now there was a candidate. [Simon]
Study Guide for The Candidate
The Candidate (1972). Oscar nominations: Best Screenplay (Winner); best sound
This is a very interesting film for any study of the relationship between advertising and the electoral process. It is the story of Bill McKay, a young idealist who is talked into running for a Senate seat against a three-term incumbent. He is lured by the promise and prospect of being his own man, able to run his won campaign without interference from media or machine.
This is one of those rare occasions where using an entire film in class can be justified. The message of the film links historically to the media's role in repackaging Richard Nixon in 1968 and 1972 and their continued role in today's political process. Additionally, the issues of the McKay campaign (ecology, energy, crime, abortion) remain critical issues twenty years after the making of the film. Teachers wishing to save time can fast-forward past the opening scene and credits until Robert Redford appears as Bill McKay. Here is a rundown of key scenes and issues.
The Offer: The initial encounter between McKay and Marvin Lucas establishes the promise and perception of politics. McKay needs convincing to run: Lucas promises the contacts and the resources. McKay's wife and the political consultant define what the candidate has going for him: credibility, a name, looks, and power. Note that there is no mention of issues or beliefs. In fact, McKay is not even a registered voter. Nonetheless, because he is not expected to win, he is told he can "say what you want."
The Announcement: The press conference to announce McKay's candidacy for the Democratic primary produces some surprises. What is surprising about the candidate's answers to some of the questions? How do the reporters respond?
The Opposition: McKay is introduced to the way his opponent, Crocker Jarmon, used the media to promote himself. Draw students' attention to the use of image and to the strategies McKay's people develop to counter Crocker's incumbency.
Banquets and Ballrooms: The Big Time: The campaign propels McKay into the heady world of Democratic politics. Vice-president Hubert Humphrey is shown arriving at a gala. This is McKay's first major address. His introduction belittles the entire process by calling him "a man who shoots from the hip and who's hip when he shoots." This is the second opportunity to see the candidate fumbling with issues, trying to distinguish between policies and the process. In the end, he tells the party faithful, "Maybe people aren't ready to listen." Given low voter turnout in the United States this issue remains relevant today and can be applied to current elections.
Media Montage: Packaging the Candidate: Three quick scenes show the erosion of McKay's individuality as he is rehearsed and prepared for his campaign. The candidate is seen making ads at the beach with young people and walking through Watts. Why are the two photo opportunities selected? How relaxed and comfortable does the candidate seem?
Post Primary: The New Spots: McKay wins the primary. A string of new commercials are developed for the main assault on Jarmon. The slogan adopted is "For a Better Way, Bill McKay." Some of these ads are strong and appealing. McKay is concerned that the health care issue is not used in his ads. Why did they drop it? Who is really in charge?
The entire process for getting McKay elected now struggles for a balance between the individual, the image, and the issue. McKay is disgruntled: "This TV stuff isn't working. I'm not talking to anyone. I'm not saying anything." His media's advisor's response is crucial for any understanding of the process. "The point is you're showing your face. That's what we have to sell first."
Putting Out Fires: A Malibu fire provides a great photo opportunity for McKay to address the ecology and the watershed issue. He cancels one plan and heads to the fire to meet the media and address the issues. The scene is a crucial indication of the power of the incumbent. McKay arrives by car; Jarmon arrives by helicopter. Jarmon announces he ha spoken to the president and the area will be declared a disaster and be eligible for funding. Finally, he subverts McKay's issues by announcing his intention of introducing new legislation. In the 1988 campaign, Michael Dukakis used the Yellowstone fires as a dramatic photo opportunity. Draw your students' attention to disasters and the way politicians use them to their own advantage.
Fear and Loathing on the Campaign Trail: Three quick scenes in the shopping mall, the bus and the school gymnasium demonstrate the downside of the campaign and how planning, staff, and proper venues are crucial to the process. The Making of the President series by Theodore White and Hunter Thompson's Fear and Loathing on the Campaign Trail (1973) provide excellent reading on this subject. The film has run about 50 minutes by this time and the key issues have been framed, so it could b stopped here, which would allow it to fit into one period.
The campaign trail continues to dominate the film with several scenes dealing with the candidate's family, the intrusion of the media into the family home, and a scene at a rally when the candidate is punched.
Howard K. Smith and the Packaging of the Candidate: Television commentator Howard K. Smith criticizes McKay for selling out and packaging his candidacy like detergent and underarm deodorant.
The Debate: McKay picks up 14 points in the polls, which forces Jarmon to take him on in a debate. This is an interesting scene and can be useful during any presidential debate. The first thing McKay is told is to forget everything he learned about debate in high school. Why is he told he has to be sitting? In the 1988 campaign, Michael Dukakis used an elevated lectern to counter the impression that he was short. Candidates have used chiller vents to blow cold air across their faces so they did not sweat and therefore appear to be uneasy. The Kennedy-Nixon debates of 1960 are well worth looking at in relation to this scene. Perhaps the most telling comment is when McKay is told, "You can't say too much on TV." Observant viewers might note that the panel that questions the candidates does not include a woman. Compare that to the composition of panels during recent major political debates.
The Eyes of Jarmon Are Upon You: Toward the end of the film, Crocker Jarmon makes a major speech. The visuals are worth some consideration. He is shot from below in an exaggerated tilt-up to stress his power and authority. Behind him looms an enormous poster of his own head with two eyes staring out at the audience.
Cynicism and Seduction: As the campaign proceeds, McKay is seduced by a young worker and big unions. By the end of the campaign, his integrity and individuality have been consumed by media and machine. When he wins the Senate seat, he is left asking his advisors, "What do we do now?"
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An Introduction to Media Literacy by Dr. David Considine |
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