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ERIC Number: ED085772
Record Type: RIE
Publication Date: 1973-Nov
Pages: 27
Abstractor: N/A
Reference Count: 0
"Virginia and the President Need Him" vs. "Your Own Senator...His Own Man:" A Case Study of the Use of Media as a Campaign Instrument.
Hager, David R.
The purpose of this paper is to examine the role played by the media in the 1972 U.S. Senate election in Virginia during the Scott and Spong campaigns. Its primary interest is the use of television, particularly the intense blitz by the Scott organization, which is viewed as a significant variable in the Scott victory. The case study seeks to provide insight into the uses and effects of media saturation in a state-wide election. It is accompanied by a presentation of the television materials utilized in the respective campaigns. The conclusions concerning the role of the media in the campaign are: the media were a significant variable in the outcome of the Scott-Spong election contest; the mass media, especially television, served as a catalyst that activated the potential of other campaign factors, such as the political shift in the state and the public displeasure over forced busing; the use of strategy, placement, and exposure of materials is more determinative of election success than production quality; and as a result of the campaign, the extensive use of the mass media, especially television, has become a prominent aspect of political activity in Virginia. (LL)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Speech Communication Association (59th, New York City, November 8-11, 1973)