Videostyle in Presidential Campaigns: Style and Content of Televised Political Advertising

By Lynda Lee Kaid; Anne Johnston | Go to book overview

5
Videostyle and Political Candidate Positioning

Over the years, presidential candidates have found that different styles and strategies were more suited to their needs, to the culture, and to the climate and circumstances of the campaign. In addition, innovations in technology made some techniques easier to use on a regular basis. In this chapter a comparison of incumbents and challengers and Republicans and Democrats is offered to explore how political position and party may affect videostyle.


ADVANTAGES OF INCUMBENTS AND CHALLENGERS

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The style of a communicator needs to be appropriate to the situation, the context, and the time. In a political campaign a candidate's running position is an important dimension of campaign strategy and, therefore, of style. Because style is dependent on the position and situation of the candidate and on the context of the election, it is important to consider the implications of a candidate running as the incumbent or as the challenger. Traditionally, the incumbent's position has been a more Stable, ideal one for campaigning. In recent years, incumbency has

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