media and politics exam 2

whistle stop/campaign

a style of political campaigning where the politician travels by train and makes a series of brief appearances or speeches at a number of small towns over a short period of time

• a return to “rear platform” & “retail” campaigning

• Truman’s comments were often “off the cuff”

farley’s law

• named after James Farley, FDR’s campaign
  manager

• belief that the election was already decided in advance therefore, it was a waste for candidates to travel

  • crowd size at campaign events doesn’t necessarily mean voter support.
    around the country campaigning in the final weeks

• the results of the 1948 presidential election discredited Farley’s Law

ghosting

candidate avoids answering questions, dodges debates, or refuses to engage with voters or the media

“spot” advertisements

• short TV commercials used during political campaigns to promote a candidate or attack an opponent

• 20 seconds in duration

• followed the same format:

  • a question from an ordinary voter

  • a pithy response from Ike (filmed in an elevated position)

• questions focused on three themes:

  • the economy (rising prices)

  • korean War

  • corruption in Washington D.C.

objective: sell Ike’s persona

red-baiting

when someone accuses another person of being a communist — or being soft on communism — usually to scare people or ruin their reputation

• common during the Cold War, when Americans were very afraid of communism

• politicians often used red-baiting to make their opponents look untrustworthy, dangerous, or un-American, even if there was no real evidence

rosser reeves

• executive at the Ted Bates ad agency

• revolutionized TV advertising

• credited with the TV ad campaign for Anacin

• created the M&M "melts in your mouth, not in your hands" slogan

estes kefauver

• U.S. Senator from Tennessee

• won 12 of 15 primaries in 1952

  • but could not secure the Democratic presidential nomination

• challenges Stevenson for Democratic presidential nomination in 1956

  • Kefauver wins first primary in New Hampshire

    • this forces Stevenson to compete in the

      primary process

    • Stevenson clinches the nomination for a

      second time

    • Kefauver is the Democratic VP candidate in 1956

“Eisenhower Answers America”

• spearheaded by Rosser Reeves

• strategically placed “spot ads” for Ike between popular TV programs

• reached more viewers, and at a much lower cost, than half- hour speeches

the “Ike... Bob” ad

• 1952

• ad suggested that even though Eisenhower was the popular face of the Republican ticket, he would be controlled by Senator Robert Taft ("Bob"), a very conservative Republican leader

  • cartoon-style ad showed a drawing where Eisenhower appeared to be controlled by Taft, warning voters that if they elected Eisenhower, they would actually be getting Taft’s hardline conservative policies

"The Man from Libertyville" 1956

• created by a small ad agency

• series of spots designed to overhaul Adlai Stevenson’s image as an egghead

• showed Stevenson at his home in Libertyville, Illinois, trying to make him seem more friendly, down-to-earth, and relatable to everyday Americans

  • sometimes his son and daughter-in-law even appeared in the ads to show him as a family man

goal: for Stevenson to appear more “folksy”

Adlai Stevenson was described as an “egghead,” what does this mean?

was this depiction limited to the 1952 Democratic presidential nominee or was this the beginning of a shift in party stereotypes? Explain.

• “egghead,” coined by journalists Stewart and Joseph Alsop, meant that Stevenson was seen as aloof, elitist, and unable to relate to ordinary voters

  • valued complexity, policy detail, and thoughtful debate, which made him respected in some circles but disconnected from the broader electorate.

• marked the beginning of a broader shift in party stereotypes

• democrats increasingly came to be associated with intellectualism, deliberation, and an emphasis on expertise — sometimes at the cost of appearing out of touch with popular sentiment

  • this legacy persisted with figures like Barack Obama occasionally being criticized for similar reasons: coming off as "too professorial" or "too complicated" in their communication styles

who did Truman run against in 1948?

Republican Governer Thomas Dewey

are there any parallels that can be found between what the pollsters and political experts expected to occur on Election Day in both 1948 and 2016? Explain.

1948 and 2016, pollsters and experts confidently predicted the wrong winner

• 1948: almost every poll, newspaper, and political expert expected Thomas E. Dewey to easily defeat Harry Truman.

• 2016: nearly all major polls and political analysts expected Hillary Clinton to defeat Donald Trump

  • many thought Trump's controversial statements and outsider style would turn off voters

    • election forecasts showed Clinton with a high chance of winning

      • sometimes over 90%

      • most media coverage treated a Trump win as highly unlikely

are there any similarities between the presidential campaigns of Harry Truman in 1948 and Donald Trump in 2016?

• both were underestimated by the media and political elites

  • Journalists and pollsters largely dismissed Truman’s chances, just like many underestimated Trump’s appeal and voter turnout

• both were seen as underdogs

  • 1948, almost everyone thought Truman would lose to Thomas Dewey

  • 2016, most polls and media outlets predicted Hillary Clinton would beat Donald Trump

• both attacked the political establishment

  • Truman campaigned hard against the "do-nothing" Republican Congress, painting himself as fighting for ordinary Americans

  • Trump ran against both Democrats and the Republican establishment, claiming he was an outsider who would "drain the swamp" in Washington

• Both used plain, direct language

  • Truman spoke in a simple, blunt style that connected with everyday voters

  • Trump also used very direct, emotional language that resonated with many working-class and rural voters

• Both focused heavily on traveling and energizing crowds

  • Truman’s Whistle Stop Tour had him making hundreds of speeches across the country, firing up supporters

  • Trump held huge rallies all across the U.S., using them to build momentum and get media coverage

there was a consensus among analysts and pundits that President Barack Obama lost the first of the 2012 presidential debates to Mitt Romney. How does Kevin Mattson sum up the reasoning behind this perceived loss?

• Obama came off as too professorial, verbose, and overly deliberative

• instead of clearly and sharply defining himself or attacking Mitt Romney on obvious openings like the "47 percent" comment, Obama hesitated and appeared detached

• Obama’s focus on conveying complexity made him seem aloof and disconnected from the audience, echoing the stereotype of an “egghead” — a highly intelligent but out-of-touch candidate

contrast the campaign styles of Harry Truman and Thomas E. Dewey

• truman’s whistle stop tours contrasted greatly with Dewey’s passive approach to campaigning

  • Dewey, declaring spots "undignified," rejected their use in his 1948 presidential campaign

going into the 1948 presidential election, what hurdles did aides feel that Truman needed to overcome?

• extremely low approval ratings

• split Democratic Party, with southern segregationists and progressives breaking off

• public perception that he was not elected in his own right, having taken over after FDR’s death

• opposition to his civil rights stance, especially his executive order to desegregate the military

• the strong candidacy of Thomas Dewey, who was seen as the clear favorite by most media and political experts

how did Robert A. Taft’s criticism of Truman backfire on Republicans?

• attacked Truman harshly, especially over labor issues and civil rights

  • criticized President Truman for “blackguarding Congress at every whistle stop in the West”

• Truman used those attacks to fire up working-class voters and portray the Republican Party as out of touch with ordinary Americans

  • enables Truman to portray himself as the “everyman” and the Republicans as the party of the “plutocrats”

  • blamed the "do-nothing Republican Congress" — which included Taft — for blocking important laws that would help people

  • helped Truman shift the focus of the 1948 election away from himself and onto the unpopular Republican Congress

why was Thomas E. Dewey convinced that he did not have to campaign aggressively in 1948?

• he believed he had the election in the bag because of his strong poll numbers, widespread media support, and Truman’s perceived unpopularity

  • overconfidence led him to run a cautious, low-energy campaign, thinking it was smarter to avoid mistakes than to take bold positions

  • underestimated Truman’s ability to rally voters through his cross-country Whistle Stop tour

why were pundits dismissive of Truman’s large crowds?

• they didn’t believe the enthusiasm would translate into actual votes

  • thought the crowds were just curious onlookers, not genuine supporters

  • assumed Truman was too unpopular to win, given his low approval ratings and divided party

why were the results of the 1948 presidential election considered an “upset” at the time?

• it was a surprise to pundits and to Dewey

• polling data indicated that a Dewey election victory was inevitable

• Truman’s approval ratings were low, his party was split in three

• the power of advertising could not replace the authenticity of stumping for presidency

• Chicago Tribune printed headlines saying “Dewey Defeats Truman” before all the votes were counted

what did General Dwight Eisenhower do in 1952 that forever changed the way candidates campaigned for president?

• instead of relying only on long speeches and whistle-stop tours, Eisenhower’s campaign created short, catchy TV commercials — called "spot ads" — that were designed to quickly grab voters' attention

  • these ads made it easier for him to reach millions of Americans in their homes and helped shift presidential campaigns into the modern media era, where TV and marketing techniques became just as important as speeches and policies

how did television both help and hurt Adlai Stevenson in the 1952 campaign?

• his television strategy was to showcase his strong speaking skills through a series of half-hour speeches that aired on Tuesday and Thursday nights at 10:30

  • the goal: to make him more well-known and respected

• hurt: the speeches aired late at night when fewer people were watching, and the audience that did tune in was mostly people who already supported him

  • didn’t use short, catchy ads, and he refused to appear in his own commercials

  • ads were dull and often ran too long — sometimes cutting off while he was still talking

  • he also idn’t seem comfortable on TV, which made it harder for him to connect with everyday viewers

why was Adlai E. Stevenson initially reluctant to engage in “retail” campaigning during the 1956 Democratic primary?

he believed in focusing on serious issues and thoughtful speeches, rather than shaking hands, making small talk, or appealing to voters through flashy, emotional tactic

although the Stevenson campaign was ultimately unsuccessful in winning the

election, how did they use television to improve the candidate’s image in 1956?

• created a series of short five-minute ads called “The Man from Libertyville,” filmed at his home to make him seem more relatable and down-to-earth

  • spots aimed to soften his image as an aloof “egghead” by showing him in a relaxed, informal setting and including his son and daughter-in-law to present him as a family man

  • by placing these ads between popular TV shows, the campaign reached more viewers and made Stevenson appear more connected to everyday Americans, especially those in the heartland

contrast the differences in how Stevenson received his party's presidential nomination in 1952 and in 1956. Be sure to make specific references to the differences in: (1) how Stevenson received his party’s nomination, and (2) how the campaign approached televised advertisements.

• 1952: Stevenson was drafted at the Democratic National Convention. He had not actively campaigned for the nomination and only agreed to run after strong encouragement. His nomination came as a result of a spontaneous groundswell of support on the convention floor, especially after his well-received speech.

• 1956: Stevenson actively campaigned for the nomination. Unlike in 1952, he entered the primaries, participating directly in the electoral process rather than waiting to be drafted. This marked a shift toward more hands-on, modern campaigning.

• 1952: Stevenson was skeptical of television. He avoided appearing in his own commercials and instead relied on long, half-hour speeches aired late at night, which reached few undecided voters. His spots were often dry and lacked visual appeal — essentially illustrated radio broadcasts — and he struggled to adapt to the demands of TV media.

• 1956: Though still critical of TV’s influence, Stevenson recognized its importance and adapted. His campaign produced a series of five-minute ads titled “The Man from Libertyville,” which showed him in informal, relatable settings to soften his "egghead" image. These ads were shorter, aired during popular programming slots, and were more effective in reaching average voters.

when did the first televised general election debate take place?

1960

1952 presidential debate

dwight d. eisenhower

• republican, ww2 general

adlai stevenson

• democratic, illinois governor

1956 presidential election

• incumbent Republican, President Dwight D. Eisenhower

• defeated Democrat, Adlai E. Stevenson

challenges Stevenson for Democratic presidential nomination in 1956

• Kefauver wins first primary in New Hampshire

  • forces Stevenson to compete in the primary process

• Stevenson clinches the nomination for a

second time

▪ And Kefauver is the Democratic VP candidate in 1956

adlai stevenson

• Democratic presidential nominee in both 1952 & 1956

• initially praised by party leaders for his eloquent speeches

  • became caricature of “liberals” as “effete” & “elite”

• target of red-baiting by Richard Nixon:

  • “Adlai the Appeaser”

  • received a Ph.D from the “College of Cowardly Communist Containment”

1952 – man of virtue (republican)

1956 – mendicant (democrat)

harry truman

• U.S. Senator from Missouri (1935 – 1945)

• elected as VP in the 1944 presidential election

• sworn in as president in April of 1945, after President Franklin Roosevelt passed away

democratic Party is deeply fractured going into 1948 general election

• despite opposition from within his own party, Truman wins the nomination in 1948

• still struggles to hold the Roosevelt coalition together