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Role of TV Advertising on Voter Behavior

This paper will examine the role of television, specifically television advertising, as influencing voter behavior in elections. It will argue that although television ads may sway some individuals who have not yet decided upon a candidate, the main focus of the advertisement campaign is to solidify voter behavior and ensure that the individual remain steadfast in his or her perception of the candidate.

Under the rubric of the governmental system of the United States of America, political and social constraints are, in theory, supposed to exist between the Executive, Legislative, and Judicial branches of the government. In practice, it is often the case that one branch or another is more powerful, and in certain cases, more influenced by the media than others. This may be caused by a variety of reasons, but the perception from the public is that television, in particular, combines with other extraneous factors to influence political decisions. For example, many members of the public believe that television ads exert far too much influence on elections in the United States, whether they be local or national (For an extended explanation of the role of the media as perceived by the public, including the factor of lobbying, see R. Cowan, "None Dare Call It Lobbying," Common Cause 15 [1989]: pp. 13-16).

In the 1990s, the role of the media cannot be underemphasized. One need only examine recent history to find that the media captured events, broadcast those events, and helped shape opinion on the national and international scenes. An example of this influence can be seen in recent months, with the media emphasis on police brutality, first in Los Angeles, then in other cities around the nation. (Lacayo, 1991, pp. 18-21).

Television has also played an influential role in Washington, and there are numerous examples that provide argumentation for this point. For instance, during the Persian Gulf Crisis of 199091, television...

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Role of TV Advertising on Voter Behavior. (1969, December 31). In LotsofEssays.com. Retrieved 18:22, March 28, 2024, from https://www.lotsofessays.com/viewpaper/1705291.html