In Politics, The Media IS The Message

In Politics, The Media IS The Message

Since the popularization of television, the media presence of candidates has been a key way that the public makes their evaluation of candidates. The rise and dominance of Donald Trump started with his popular television show. Trump has actually spent his whole life as a salesman for his Trump logo and his projects. His team has learned from the Kardashians that you just need weekly or daily stunning statements or issues to keep yourself in front of the public. His HUGE rallies are star shows where he shoots out applause lines, encourages boos to the press and to any demonstrators, and makes their ejection a part of the show. Does this remind you of wrestling matches with character wrestlers?

Trump has just dropped out of the Salt Lake City Fox News debate. That saves him from being attacked in public. He is obviously sought out by all networks at any time of the day because of his sharp views and statements and celebrity status. He needn’t spend millions on ads with all of this free publicity. Since his initial insulting attack on Megyn Kelly for asking a challenging question, and initially refusing to appear on Fox News, the networks have learned to lob softballs, to compete for their free celebrity star.

Some data has come out on Trump’s freed network time. One study showed that Trump got twice as much TV time as Hillary Clinton. And Bernie Sanders got half the time of Hillary Clinton.

A New York Times study just estimated the value of the free media that the candidates got. Trump got an amazing $1.9 billion worth. Clinton got $746 million, or about 40% of Trump’s value. Bernie Sanders go $321 million worth, about the same as Ted Cruz at $313 million. Poor John Kasich got only $38 million worth. The total of the four candidates other Trump is $1.42 billion, or 75% of Trump’s total. The Media IS really the message here. The debates with Trump make more money for ads during the debate than in the Super Bowl. This is another instance where the money spent on PACS from the Citizens’s United ruling is not the deciding factor here.

Clearly, Ted Cruz also has a great style as a preacher, which his father is. And don’t forget the jeans for the ‘farm’ boy from Texas (or Calgary), who just happened to go to Princeton and Law School at Harvard, and started in Washington. He had much practice presenting cases in court, and riling up the Congress in his speeches, and in his filibuster of ObamaCare.

Marco Rubio’s rattling off his well memorized statements (regardless what question he was asked) was reminiscent to all of what we did in grade school when we had to memorize things. This is what he got caught on. Then his mad dog attack on Trump again showed that he lacked the public poise expected of a President.

Jeb Bush had about the flattest presentation and never caught on, despite a vast amount of early funding. He also was tied to his family, whose policies were no longer popular.

Ben Carson capitalized on his inspiring story as a leading surgeon, becoming an author and an inspirational speaker. He was rather overwhelmed by his lack of policy experience and the speed and animosity of the debates. His case was rather reminiscent of the 2012 debates where each candidate had their one week of fame.

Bernie Sanders has a great presentation of his dream world (Sweden) with great enthusiasm and challenge to the status quo, and the mild step-by-step goals of liberals. No wonder he attracts the idealistic youth and people who have not been enthused before. He also showed respect for his opponent, and was focusing on the issues, although now he has had to attack her. He is very clever in debates in introducing issues and gaining the initiative before they are even asked about them. Since so many of his and Clinton’s views are similar, this gives him an edge.
Hillary Clinton is very smart and has a professional presence, but no real inspiration. She has great experience as a First Lady, a New York Senator, and a Secretary of State. On the media side, she has had an entire media led by Fox News devoted to tearing her down, when they can catch their breath from tearing down President Obama. (Someone should tell them that Obama is not running again.) There is a special Republican committee admittedly just devoted to investigating and sourcing rumors about Clinton, and providing script for Fox News.

Movie or TV candidates in politics are not new to someone who, like myself, grew up next to Hollywood.

Ronald Reagan was a movie actor and a public spokesman for General Electric before he became Governor of California. He had eight years of gubernatorial experience (1967-1975) before becoming the famous President and father image memorialized by Republicans. Governors with experience have not been popular in this primary season.

Arnold Schwarzenegger served as Governor of California from 2003 to 2011, even though he did not back all of the Republican positions. He was very forward looking in his environmental positions.

George Murphy was a Republican Senator for California from 1965-1971.

I’ve forgotten to give credit for the title to Marshall McLuhan, who expounded on it in 1964. It is well known to my generation, but may not be to youngsters embedded in Facebook, Twitter, Instagram, and even newer media.

About Dennis SILVERMAN

I am a retired Professor of Physics and Astronomy at U C Irvine. For two decades I have been active in learning about energy and the environment, and in reporting on those topics for a decade. For the last four years I have added science policy. Lately, I have been reporting on the Covid-19 pandemic of our times.
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