Prior to the school hosting a president ial debate. Scholars discussed the tenure and impact of Kenneth Gibson elected in 1970 as newarks first black mayor and the first black mayor of any northeastern city at 9 15 p. M. Tonight. Hello, everyone. Glad to have you for democracy, meda and the public sphere. First a shout out to begin our class, as we have done before. Can i have natalie and ryan here, please . Ok. Natalie and ryan. We are giving you a special shout out to start class. [laughter] natalie, you previously worked for npr and are now working with a get out the Vote Organization you have told us about. We are proud your supporting democracy and you are doing social media. Democracy, media and the public sphere. Ryan is in the process of building an app to tell us how long polling lines are. Bringing in the democracy, media, and the public sphere. We need those apps. My husband is in line now, a 70minute wait where he is. Both of you get a hat. They each get a hat that says span 2020 on the front. On the back, unfiltered. [laughter] you each get a hat. You get something. Something that you clean screens and microfiber and then very handy, always needed, a pen. [applause] thank you, both, for your work promoting democracy, media, and the public sphere, which is why we are all here today, right . Today we are going to talk about political advertising in campaigns. This is from chapter 13 in our book. There is much to discuss. Something that came to mind for me is something told to bob woodward and Carl Bernstein by deep throat. Follow the . Money. Yes, follow the money. Campaign advertising and political and in campaigns are similar. Dr. Pethel, start us off. Mary ellen we are going to move to the next side and talk about the history of little ads, positive and negative ads. As we pull this up, this is out of chapter 13 in your book. If you have this handy i will be making reference to pages. Before we get started, we know early voting has started in tennessee. And in most places around the country. I have my vote yall, button on, that you can get. And if you have not yet gotten your tshirt for the debate, which is one week away. Does everybody have one of these yet . You should, vote yall, belmont university, 2020 president ial ebate. We are just one week away from the debate and three weeks from the election. These are exciting times for democracy, media, and the public sphere. Lets talk about negative elements and how far back they go. People talk about how negative politics are these days. Right . Do not worry. This has been going on since the dawn of time, since the dawn of politics. Political advertising began in the 1800s, all the way back to Thomas Jefferson and john adams. This is one of the best, weirdest lines youll ever hear. Thomas jefferson said that john adams had the idiots hermaphroditic old character which has neither the force and firmness of a man, nor gentleness and since ability of a woman. Essentially, he was saying he was a hermaphrodite, attacking his manliness. In response adams cap predicted jeffersons election would bring murder, robbery, rape, adultery, and the soil would be soaked with blood and the nation blacked with. Crimes. So theyre going after each other hard. We will see historic ads and current ads today and you will see a lot of these same themes are the same things going back to the 1800s that we have been looking at in this country for over 200 years. Jefferson was called godless. Adams was called a tyrant. That is from page 400 in your book. This term mudslinging, have you heard the term before . It is an analogy for literally slinging mud at somebody, throwing mud, because it sticks. It is dirty. The First Campaign called a mudslinging campaign was between Andrew Jackson and john adams. The opponents claim jacksons mother was a prostitute, he was orphaned at the age of 13. E used that story to build his character and say that he was a common man who understood the pain many went through. But, not only did his opponent say his mother was a prostitute, which is a huge blow if you are already orphaned that do not have your mother, right . That cuts deep. But also made harsh claims about his marriage to rachel donelson, whom she had married. They called her a bigamist because she had previously been married. Short version is she was technically not divorced. In turn, the Jackson Campaign said of John Quincy Adams that when he was a foreign ambassador, he arranged for women to provide Sexual Services or the russian czar. Even russia has been in our elections for a very, very long time. This is a famous cartoon of Andrew Jackson, called the political barbecue. This is the fire of public opinion. They have Andrew Jackson. What is he look like . Yell it. He looks like a pig, right . They are doing this in an interesting way. He is half pig, half man. He even has the cloven hoof and tail, which were a little bit of knock on his character, but lso the idea of evil and even religious arguments against Andrew Jackson. The cloven hooves as being a symbol of the devil. Then you have is the local adversary there, you see justice is blinded. She has the scales. Yet she is poking the fire. Then you see his Vice President ial candidate. Anybody know who jacksons vice residential candidate was . Van buren. Here you go. Martin van buren. He was known as that little magician. [laughter] can you tell me which figure most looks like the little magician in the cartoon . Which one is it that looks the most squirrelly . Top right . Martin van buren is floating off and represented as half pig at with the tail. He is running off with the keys to the kingdom. So this is a political ad, one f the most famous. So this is a great ad to look at. Abraham lincoln. You know, Abraham Lincoln is often seen as americas most beloved president. And most important president. Yet he also had detractors. In this ad in 1860, he is splitting the south. You see the log, he is splitting the south which does divide the northern and Southern Democratic Party switch allows him to win nd he is splitting that and it is tough to see but if you look here, this actually where he is splitting it it says, irrepressible conflict. This is a claim if he is lected, he is going to bring irrepressible conflict. What they mean is that civil war, which does happen. The other weird thing in this cartoon, what is going on that has to do with what lincoln is doing or what he is using . Anybody . He is sitting on another erson. There are two more things i am looking for. I cannot really see it but perhaps yes, he is using the head of one of his political adversaries as the axe. And then one more thing . He is stepping on the constitution. The next one is an antirover cleveland at running in 1884. Grover cleveland fathered a child out of wedlock. And so, they had this ad. And it turned into a Campaign Slogan for his opponent. The slogan was, ma, ma, where is y pa, talking about Grover Cleveland having fathered this child and abandoned the child and not claiming to be the father. [dog barking] [laughter] [indiscernible] [laughter] dr. Pethel mute the zooms, lease. So that was the dogs reaction to this, ma, ma, where is a . For those of you watching, lways be prepared. The claim was ma ma, where is my pa . And his supporters end up saying back, he has gone to the white ouse, ha, ha, ha. And im going to get you to advance the slide for me. Why are political cartoons so effective . The cartoon was originally a sketch for a larger work of art and this will change in 1843 when a british journalist, john leach, first used the term for a cartoon to mean a parody or caricature. That is what becomes. Artoons reach wide audiences and it does not matter if you are formally educated or not educated, literate or not literate, especially in the 1840s were literacy rates were low. Hey employ humor and satire so they are, they appeal to a wide audience and are understood by a wide audience. Thomas nash takes political cartoons to the next level. Boss tweed, the main guy he took own, he said of thomas nash, i do not care so much what the papers write. My constituents cannot read. It is them damn pictures. Because even if you are illiterate, the cartoons portrayed a powerful message. That was university at indiana bloomington exhibit and they have a couple of different arguments for why cartoons are so successful, it is an easy vehicle for ostility to put out opposition messaging against your candidate. Second, they satisfy us as constituents, because they take often complex situations and reduce them to something that is simple and easy to understand. So, with that, im going to turn it over to professor duck, who is going to talk about the new political cartoon, aka, the meme. Jennifer how many of you have seen this in other terations . Everyone, yes. How many of you have seen it in the political cartoon . The meme takes all of those things and it is simple and easy to digest and a goes viral. How many of you have seen memes n the 2020 Campaign Cycle . Where do you see them . Instagram . Twitter. Facebook. Tiktok. Ll of the above. This meme has become editorial cartoon, society, political memes. I do not need to explain uch. But a first draft expert on misinformation and disinformation reminds us memes have been around since 1976. The formal definition of the term coined by biologist Richard Dawkins in 1976, is an idea or behavior that spreads person to person throughout a culture by propagating rapidly and changing over time. Now it is obviously the. Gifs we see online. They are the most effective of humorous or critical of society. How many of us laugh at memes . Theyre funny but they have sticking power. They stick with us. Even if we know they are humor, they are affecting us. They are a part of these campaigns. So they are powerful weapons of disinformation and misinformation as well, which we have talked a lot about in this class. A clemson professor this is someone i studied under at emson, one of my mentors there. I told him, can you give me a quote on memes . He said memes remain the king of disinformation. There are more powerful than other hightech campaign influencers like deepfakes. There are so cheap to produce you can get a lot of traction without a whole lot of work. He says thank you, twitter. That was from a Washington Post article and he said that part. So they are powerful campaign ads. That is what we are seeing now with memes and campaign ads. However, tv political ads remain very, very effective. Candidates can take a positive approach but more often they take a negative attack. Negative ads criticize the opposing candidates. They also can use that dramatic production quality. We have seen those grainy images. We see the big wide shots or closeups. They target the candidate. You will see the candidate talking. They are using their own words against them. They can vary in accuracy, deceptiveness, and they really do invite viewers to draw false inferences. As you are watching your campaign ads, how many of you had a negative ad you are studying . How many had a positive one . Very interesting. As you go forward we will see a little bit about that. Negative ads can succeed or fail. And there is a history to this. I will have you advance that slide and tell us a bit. We will play a few short clips. Dr. Pethel 1958 is the first year you see campaign ads and im going to play a clip of campaign ads. Im going to play a clip of two campaign ads. This is when eisenhower is running for president as a republican against adelaide stephenson and in 1952, this is one of the very First Campaign ads you have heard a little bit of this before but i will play this ad for you. [video clips] ike for president. Ike for president. Ike for president. Ike for president. You like ike. I like ike. Everybody likes ike. We will take ike to ashington. Get in step with ike. You like ike. I like ike. Everybody likes ike for president. Im going to stop it right there, but i dare you to get that song out of your head for the rest of the day. That was 1952. Prof. Duck now im going to play for you the first negative ad and number one rated Weirdest Campaign ad. Im going to give you a tiny bit of background. You had a senator from ohio named robert taft called bob taft, who ran in the republican primary against eisenhower. Eisenhower wins the primary. But they had a spat. Then they made up. Was taft going to support eisenhower . This is an ad by stephensons campaign ad saint bob taft is going to overpower eisenhower. And that they have this weird elationship. Im just not going to tell you more than that except for, get ready for some of the strangest voices you have ever heard. Video clips] all right, bob. Ike. Bob. I am so glad we are friends again, bob. Yes, ike, we agree on everything. Lets never separate again, bob. Never again, ike. Bob. Ike. Bob. Ike. Will ike and bob early live happily ever after . [laughter] that is the ad. Number one, you have to wonder who came up with that concept . Whose story mapping that, who is storyboarding that and thinking this is a great concept . And lets make them sound like frogs . [laughter] my point with showing you that if that is first negative ad on television, it is pretty tame. If anything, it is almost just because it is so strange. But stephenson trying to take down eisenhower and of course eisenhower is going to win in a landslide. If you look at that is one of the first major negative ads, that is called the ike and bob ad. It starts to set up negative advertising in the United States after that. We are going to start with the fk assassination, nationwide unrest, social movements, cold war and Political Party realignment. Something on the previous slide, 25 percent of advertisements were negative in 1952. If you count ike and bob as one of those, that is pretty tame. By the early 1960s, you have nine in 10 households who have a television. This is where you see the first major jump. In 1964, 59 of ads are negative. A huge jump, in part because tv audiences are there. And the technology to create Campaign Commercials begins to shift it is not just about doorknocking and going from town to town and shaking hands. It is about communicating with audiences that go straight into their home, and it is visual now. It was beyond what the radio could do and what newspapers could do and what political cartoons can do. This is going to be, bring up, maybe the most famous or infamous ad that happens in 1964. It was called daisy girl. It was one of the most and remains one of the most studied campaign ads. It was so controversial it was pulled quickly. It did not play for very ong. This will be our first group and we are going to have them introduced and we have a prerecorded presentation we will atch together. Were going to have you stand up. It is prerecorded and we put it in our slides for you. Audrey bridget, sally and sierra, stand up. This presentation is brought to you by audrey, bridget, ellie, sally, and sierra. Do you have a few words to say about daisy girl, any quick thoughts and we will get into your slides now. Was it surprising . Was it super negative . Were you surprised it was pulled . Pretty intense. I was not super surprised. Prof. Duck we are going to have everyone watch this and you can decide. This is a presentation by the eam one on daisy girl. Hello, everyone we are going to talk about johnsons 1964 olitical ad. Five, two, three, four, seven, six, six, eight, nine. [chirping] 10, nine, eight, seven, six, five, four, three, two, run. Zero [blastoff] these are the stakes, to make a world in which all of gods children can live, to go into the garden. We must either love each other, or we must die. Vote for president johnson on november 3. Very funny. What was the message . That his republican opponent, if Barry Goldwater was elected president , he would end up starting a nuclear war. This was a fear already present in the public eye but this ad amplified it to a greater xtent. Is this effective . The style was effective and this is a powerful ad effective in scaring the public and spreading fear of a nuclear war. The campaign ad sought to revolutionize the campaign ad saw to revolutionize the style in switching the focus onto emotional appeal. Johnson won by a landslide. Here is a map demonstrating this. You can see he won the state 446 in electoral votes 8652. The good and bad that came out of this ad. For johnsons party, the good thing is it secured the election for johnson and if you believe in his platform and helped avoid the Nuclear Warfare. On the negative side it did change political ads forever by adding an emotional element, notably fear that we still see today and ushered in a new era of negative ads that was not prevalent then that we often see today. The truth lies in the fallacies. There is not really a direct quote or claims made in the video. But it is implied. The message is more vote johnson or you are going to die. The truth was that Nuclear Warfare was a real concern in the 1960s with the cold war and u. S. Soviet relations. But the statement that we must love each other or we must die or vote johnson and i is definitely a lie exaggeration. This at played upon the black white fallacy, that a vote for johnson is a clearcut life or death choice which is just ot true. And in depth look at some of he falseys for daisy girl. Dilemma or false dichotomy, like what sarah was saying earlier. This oversimplifies the range of options. Johnson was giving the message you either voted for him and spread love or america, the people of america would die from Nuclear Warfare. That was my fault. I was trying to turn up the volume. [laughter] i will get you back. Hi, everyone. All right. Compassion. It basically uses pity for emotional manipulation. The little girl picking dazies was not strict irrelevant at all to the issue of Nuclear Warfare. But because johnson used that in his ad, he was playing on the emotions of the American People, which ended up distracting them from the factual evidence behind he argument presented. The daisy ad was created by the doyle da