Meet the Candidate Videos Analyzing Presidential Primary Campaign Videocassettes

Subjects:

• Communications » Political Communications
• Political Science » Presidential Studies

Reviews:

• The real strength of this book is how comprehensive Permelee is in terms of his historical discussion of these videocassettes and his content description of the 2000 primary videocassete....This book does provide an important contribution to our understanding of the ways in which candidates use image and issue content, symbolic roles, and tools to present themselves to key voters during the important surfacing stage of the primaries.
  —Journalism and Mass Communication Quarterly Summer 2004
• As technological advances create obstacles for campaign advertisements seeking to reach a mass audience, candidates and their campaigns are placing more emphasis on strategies that take thier message directly to the voter with as little media--and opponent--interpretation as possible. As such, it is timely that John Parmelee focuses on the analysis of an increasingly important campaign communication tool for presidential campaigns, the presidential primary campaign video. The study not only examines how these videos present the candidates, but also attempts to uncover the purposes behind the varied designs.
  —Presidential Studies Quarterly June 2004

Table of Contents:

• Preface
• The Significance of Presidential Primary Campaign Videocassettes
• The Function Videocassette Campaigning Serves in Presidential Primaries
• How the 2000 Presidential Primary Candidates were Framed in Their Campaign Videocassettes
• Analyzing Content: Image and Issue Appeals, Archetypal Images, and Presidential Symbolic Roles in the 2000 Campaign Videocassettes
• From the Producer's Perspective: Interviews with Producers of the 2000 Campaign Videocassettes
• Conclusions
• Appendices
• Bibliography
• Index