Frames of Negative Presidential Campaign

Television Ads

1984 – 2008

Jenna Litchfield & Autumn Oster

What is a negative ad?

• Comparing the two candidates• Comparing policy decisions

• Content in ad

Framing Analysis

• “Frames were defined as mental orientation that organize perception and interpretation”

• “They are based on past experiences of what worked in given situations and on cultural templates of appropriate behavior.”

• “Frames are used to blur distinctions between frames and the other factors such as values, norms, identity, solidarity and grievances.”

» Hank Johnston, Social Movements and Culture

1984Ronald Reagan (R) vs. Walter Mondale (D)

• Tax breaks• Economy

•“Leadership that’s working”•Comparison of 1980 and 1984

1988George H. Bush (R) vs. Michael Dukakis (D)

• Inconsistent• Retaliated too late

•Lack of Credibility•Can’t rely on him to get work done

1992William “Bill” Clinton (D) vs. George H.

Bush (R)•Indecisive•Higher Taxes•Arkansas

• Tax increases• Healthcare increases

1996William “Bill” Clinton (D) vs. Robert “Bob”

Dole (R)•Clinton’s character•Clinton’s intelligence

• Protecting children• Doles “desperate negative attacks”

2000George W. Bush (R) vs. Al Gore (D)

• Tax breaks• Focus on the middle class

•Gore will spend too much money•Focus needs to be on America

2004George W. Bush (R) vs. John Kerry (D)

• War in Iraq• Military strength

•War in Iraq•Kerry’s lack of decision and lies

2008Barack Obama (D) vs. John McCain (R)

•Obama’s inexperience•Obama’s a celebrity not a leader

• Economy• McCain mirrors Bush

Evidence

• Did the ads work? • How did they effect the public?• Have campaigns run more negative ads

over time?• How did we come to these conclusions?

Frames of 1984 – 2008 Elections

•