THE TELEVISED POLITICAL
Its Structure, Content, and
Role in the Political System
That the outer man is a picture of the inner, and the face an expression and revelation of the whole character, is a presumption likely enough in itself, and therefore a safe one to go on.
There is nothing imaginable so strange or so little credible that it has not been maintained by one philosopher or other.
THE DRAMATIC INCREASES in the proportion of campaign costs devoted to televised political advertising is well documented, thus highlighting the increasingly important role of such messages in American politics. The literature has also reported conventional wisdom and intuitive impressions of campaign workers who assert that some presentational devices are better suited to image creation of the candidate while others are better suited to underscoring campaign issues. Past communication research however, has not investigated empirically the