ELEMENTS OF VIDEOSTYLE
Candidate Presentation through
Lynda Lee Kaid
Dorothy K. Davidson
BECAUSE THE IMPACT of paid television advertising on the American electoral system has escalated, it is important to identify the ways political candidates present themselves in television ads. Such presentation, or videostyle, plays a crucial role in shaping the political environment. Candidates do not control events, but they can and do structure the discussion of them. The unique characteristics of television (and the unique legal position of political ads) offer the candidates opportunities to control the way their images are defined, creating clear consequences for representative government.
Television is now the dominant medium for candidate-to-voter communication in most state and national elections. Through television news where 65 percent of the electorate receives most of its public affairs