.
1952 . , , - . ( ) 30 60 - , , , .
, , . , . , . . , , .
. 60% . ; .
, , , . , . . (network news) {William Smalt) , , . (Ad Watch). , , . , .
() () . , , , .
, , . -, , . (William McGuire) , , . , , , .
|
|
(Roger Ailes) : 30 40%, . , , .
-, . , . , (Michael Robinson) , , .
. , . , . , , , , .
, 1964 .
, 1964 . , , , . , {Tony Schwartz), , . 1, 2, 3, 4, 5, 6, 7, 8, 9 10, 9, 8, 7, 6, 5, 4, 3, 2, 1. . : . , . , .
7 1964 . -- (David and Bathcheba) . . {Bill Moyers), - , : : " . ". , . . . (Lloyd Wright), , , .
, . , - (Barry Goldwater), , , , . .
|
|
, 1988 .
, , , .
, : , . -- 7 1988 . , 22 , , .
, (Michael Dukakis) . , . , , .
20 , . - . 24 25 , .. , , , . , 25 ( Schwartz), , .
. 1964 . , 1988 . . , , ; . , , . .
, . 1964 . , 1988 . . , , . 1988 . 20 .
, 1996 .
1990- . , , . , , , .
|
|
, , (Robert Dole) . (Newt Gingrich) Medicare Medicaid, . , , .
. , -- New York Times, 1996 . 54% 34 , . 48% 33% , 29 35%. 41, . 47% 36%. 53:36.
. 1996 . , , 32% , , 48% . 53% , , 28% .
55% , ; 21% , ; 21% , (Ross Pero) . , , 52% , 13% 6% .
1992 ., , . - [4] (Emily List), : . , , . - - (George Stephanopoulos) : , , , .
. , , . , . , , , . , , , , .
McGuire W. Persuasion, Resistance, and Attitude Change // Handbook of Communication. Ithiel de sola Pool ed., Chicago: Rand McNally, 1973.
Robinson M. Public Affairs television and the Growth of Political Malaise //
American Political Science Review. 70 (1976). P. 409-432. Campaign for President: The Managers Look at '88 / Runkel D. (ed.).Dover,
Mass.: Auburn House, 1989. West D.M. Air wars: Television Advertising in Election Campaigns, 1 952
1996. 2nd ed. Washington, D.C.: Congressional Quarterly Press, 1997. West D.M., Loomis B.A. The Sound of Money: How Political Interests Get
What They Want. N. Y.: Norton, 1999.