Primary Sources: Media Technology and Candidate-Centered Campaigns
Three primary sources showcase how media technology, from television ads like Eisenhower's "I Like Ike" to Clinton's appearance on The Arsenio Hall Show and Trump's Twitter usage, have been pivotal in shaping presidential candidates' public images and connecting directly with voters.
Primary Sources: Media Technology and Candidate-Centered Campaigns
Introduction:
The role of the presidency has shifted significantly since the early days of the American republic. As executive responsibilities increased in the twentieth century, the president became an increasingly important figure in American politics. Additionally, changes in media technology allowed for presidential candidates and presidents to engage with Americans more directly. Campaigns and presidential administrations became more and more focused on the candidates themselves rather than on ideas and policies.
“I Like Ike” Television Ad
Building Context:
In 1952, World War II general Dwight D. Eisenhower ran against Illinois Governor Adlai Stevenson for president. Eisenhower became popular because of his leadership during the war, as well as by crafting his image. His campaign developed this television advertisement to use a new form of technology to help shape Eisenhower’s image. He won the election in a huge landslide of 442 to Stevenson’s 89 electoral votes.
- What is Eisenhower’s image as presented in this advertisement? Why do you think this ad was effective?
Bill Clinton’s Appearance on The Arsenio Hall Show
Building Context:
Arkansas governor Bill Clinton had just won the Democratic primary in 1992 when he made this famous appearance on The Arsenio Hall Show, a popular late night TV talk show. The appearance helped develop Clinton’s campaign image in the minds of voters because it focused on his charisma. In the general election, he defeated incumbent George H.W. Bush.
- What three or four words would you use to describe presidential candidate Bill Clinton after watching this clip? Explain your selections.
- What image is the Clinton campaign attempting to communicate with voters during this appearance?
- How did the medium of television help Clinton establish an intimate connection to viewers of this program?
President Donald Trump’s Twitter Account
Building Context:
Donald Trump was one of the first candidates to utilize the new medium of social media to campaign. One of the ways he developed an image as a political outsider was bypassing the mainstream media and appealing to his supporters on Twitter. The platform’s character limit lent itself well to Trump’s direct style that helped him appeal to voters to win the election over Hillary Clinton.
Washington Post Graphic Showing Twitter Engagement
- List two examples of how Trump built up his persona as a president who was “straight to the point” and “no nonsense” from his tweets.
- How can social media be an effective way to communicate directly with voters and supporters? What are the drawbacks?