Key QuotesTaken from the chapter: "Politics and the Image Builders"
"The depth approach to politics seemed justified by the growing evidence that voters could not be depended upon to be rational. There seemed to be a strong illogical and nonlogical element in their behaviour, both individually and in masses."
"People's memories were "significantly better" in recalling material that harmonised with their own political viewpoint or "frame of reference". There was a clear tendency for them to forget the material that didn't harmonise with their own preconceived notions."
"Americans, in their growing absorption with consumption, have even become consumers of politics. This has brought an increased emphasis on giving the nod to the best performer; and in evaluating performance the "sincerity" of the presentation has taken on increased importance."
"Printer's Ink, the merchandisers' trade journal, quoted a ranking Democrat as saying in 1955: "Any candidate is aware, of course, that... the sooner he begins to build a favourable image of himself in relation to the issues of the day the more likely he is to come through."
"Both parties will merchandise their candidates and issues by the same methods that business has developed to sell goods. These include scientific selection of appeals; planned repetition ... No flag-waving faithfuls will parade the streets. Instead corps of volunteers will rind doorbells and telephones... Radio spot announcements and ads will repeat phrases with a planned intensity. Billboards will push slogans of proven power... Candidates need, in addition to rich voice and good diction, to be able to look 'sincerely' at the TV camera..."
"The idea that you can merchandise candidates for high office like breakfast cereal... is the ultimate indignity to the democratic process."
No comments:
Post a Comment