Hello, everyone. So glad to have you back for democracy media in the public sphere. So first were going to do a shout out to begin our class as weve done before. Can i have natalie and ryan come up here, please . Okay. Natalie and ryan. Natalie and ryan are giving you a shout out, a special shout out to start class. Go ahead and have a seat. So Natalie Natalie has previously worked for npr, you are now working with a get out the Vote Organization which youve told us a little bit about and were just really proud that youre supporting that democracy and youre doing social media to democracy media in the public sphere. Ryan is in the process of building an app to tell us how long the polling lines are, which is just incredible. So bringing in, again, that democracy media and the public sphere. We need those apps, my husband is in line right now, 70minute wait where he is so people are really going to need this app that ryan is creating. So to you both, you get a hat. A round of applause. [ applause ] and we have some different prizes today. They each get a hat that on the front says cspan 2020, but, wait, on the back, unfiltered. You each get a hat. You each get something that you clean screens and microfiber. Lens wipes. Thats right. And then very handy, always needed, a pen. There you go. [ applause ] give them a hand. Thank you both for your work and promoting democracy which why were here today, right . Were going to talk about political advertising in campaigns. This is from chapter 13 in your book. Theres much to discuss. Something that came to mind for me, the journalist, of course, is something that was told to bob woodward by deep throat. What is deep throats most famous line . Follow the money. Campaign advertising, political ads and campaigns are very similar. Dr. Pethel, start us off. Were going to move over to the next slide and looking at some history and talking about the history of political ads and looking at both positive, but negative ads. If you have this handy, that would be great. We know early voting has started in tennessee and around most places around the country. Ive got my button on. If you havent gotten your tshirt for the debate, which is one week away, does everybody have one of these yet . Vote, yall, belmont university, 2020 president ial debate. Make sure you grab one of those. Were one week away from the debate and less than three weeks away from the election. These are exciting times for democracy, media and the public sphere. Lets talk a little bit about some of the negative elements and how far back they go. People always talk about how negative politics are these days, right . Dont worry. This has been going on since the dawn of time. Since the dawn of politics. Political advertising began back in the 1800s. All the way back to Thomas Jefferson and john adams. And this is one of the best, weirdest lines you will will ever. Thomas jefferson said that john adams had the hideous character which had neither the force and firmness of a man, nor the gentleness and sensibility of a woman. He was saying he was attacking his manliness. He said the soil would be soaked with blood and the nation black with crimes. Theyre already going after each other pretty hard, right . We think about the negative campaigning today and were seeing ads that a lot of the same things are the same themes going back to 1800 that weve been looking at for over 200 years. Jefferson was called godless, adams was called a tyrant. So then this term called mudslinging. Its an analogy for literally slinging mud at somebody. The first Real Campaign that was called a mudslinging campaign was between Andrew Jackson and john adams. The opponents claim that jacksons mother was a prostitute. He was orphaned at the age of 18. He used that story to build up his character and say that he was a common man who understood this pain that many people went through. But not only did his opponent say his mother was a prostitute, which is a huge blow if youre orphaned and dont have your mother, but made claims his marriage to rachel donaldson. They called him a bigamist and her a bigamist. Its a long and complicated story. Short version, she was technically not divorced. In turn, the jacksonian said of John Quincy Adams, when John Quincy Adams was a foreign ambassador, he arranged for women to provide Sexual Services to the russian czar. Even russia has been in our elections for a long time. I want to show you a few political cartoons. This is a famous cartoon of Andrew Jackson called the political barbecue. Youve got this is the fire of Public Opinion. I dont know if you can its kind of faint. You see Public Opinion there. They have Andrew Jackson. And what does he look like . Just yell it. He looks like a big, right . And theyre doing this and in an interesting way. Hes half pig, half man and he has the hoof and tail which were a little bit of a knock on his character but also his idea of evil and even religious arguments against Andrew Jackson. The hoof as being a symbol of the devil. You have his political adversaries there. You see his Vice President ial candidate. Van buren. Martin van buren. He was called the little magician. Which one is it . That top right. Hes being represented as a half pig with the tail. And shes running off and hes got the keys to the kingdom. So this is a political ad, one of the most famous. This is a great ad to look at. Abraham lincoln is often seen as being americas both beloved president but Abraham Lincoln had a lot of detractors. In this ad, hes splitting the south, you see that log, hes splitting the south. Hes splitting it and its tough to see. If you look here, this actually, where hes splitting it, it says irrepresenceable conflict. If hes elected, hes going to be bringing conflict. What else is going on in this cartoon . The other thing that has to do with what lincolns doing or what hes using . Anybody . Hes sitting on another person, one of his adversaries, sitting on another person. Theres two more things im looking for. Hes using the head of one of his political adversaries as an ax. And one more time. Hes stepping on the constitution. The next one. This is an antiGrover Cleveland ad. Grover cleveland has fathered a child out of wedlock. And so they had this ad and the slogan was mama, wheres my pa . Talking about Grover Cleveland fathering this child and abandoning this child. Were going to mute the zooms, please. Always be prepared for the unpredictable. The claim was, mama, wheres my pa . And cleveland is going to win the election. And his supporters say, hes gone to the white house, ha, ha. Grover cleveland getting the last laugh. That brings us to the last im going to get you to advance the slide for me. Sure. Why are political cartoons so effective . The cartoon itself was originally a sketch for a larger work of art and this is going to change in 1843 when the british journalist, he first used the term for a cartoon to mean a parody or caricature. Thats what it becomes. Cartoons reach wide audiences. It doesnt matter if youre formally educated or not educated, literal, not literal, especially in the 1840s when literacy rates were fairly low. They also apply humor and satire. Theyre understood by a wide audience. Thomas nast, hes going to take political cartoons to the next level. And boss tweed who was the main guy he took down, he said of thomas nast, quote, i dont care what the papers write, my constituents cant lead. Its those damn pictures. The cartoons portrayed a very powerful message. There was a university of indiana bloomington exhibit about political campaigns and cartoon history. And they have a couple of different arguments for why political cartoons are so successful. Its an easy way to put out opposition messaging against your candidate. The second is, they satisfy us as constituents because they take complex situations and reduce them to something that is simple and neat and easy to understand. And 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. The meme, right . How many have you seen this meme in other variations . Everyone. How many of you have seen it in the political cartoon . A few of you. Okay. Im impressed. The meme takes all of those things. Its simple, easy to digest, it goes viral. How many of you have seen memes in the 2020 Campaign Cycle . Where are you seeing them . Instagram. Instagram. Twitter. Twitter, tiktok, facebook. So this meme has become editorial cartoons, society, political memes, i dont think i need to explain much. But claire with first draft reminds us that memes have been around since 1976. The formal definition of the term meme is an idea or behavior that spreads person to person throughout a culture by propagating and changing over time. The gifs that we see online are critical of society. How many of us laugh at memes . They have a sticking power. They stick with us. Even if we know their humor, theyre affecting us and theyre parts of these campaigns. Theyre powerful weapons of disinformation and misinformation as well which weve talked a lot about in this class. Clemson professor, this is someone i study. I said, can you give me a quote on memes. And he said memes remain the king of disinformation. Theyre more powerful than other hightech campaign influencers like deepfakes. Theyre so cheap to produce, you can get a lot of traction without a whole lot of work. And then he says thank you, twitter. That was from a Washington Post article when he said that part. Theyre really powerful campaign ads. Thats what were seeing now with memes and campaign ads. However, however, tv political ads remain very, very effective. So candidates can take a positive approach, but as weve seen, more often than not, they take that negative attack. Negative ads criticize the opposing candidates. They also can use that dramatic production quality, right . Weve seen those grainy images. We see the big, wide shots or closeups. They target the candidates words. Youll see the candidate talking and theyre using their own words against them. They can vary in accuracy, deceptiveness and they really do invite viewers to draw the false inferences. As you were all watching your campaign ads, how many of you had a negative ad that you were studying . How many of you had a positive one . Were going to see a little bit about that as we go forward. Negative ads ill have dr. Pethel take over again but they can succeed or fail. Were going to play a few short clips here. Okay. 1958 is going to be the first year that you really see campaign ads. Im just going to play a clip of two campaign ads and this is when eisenhower is running for president as a republican against stevenson in 1952. This is one of the First Campaign ads. Youve heard a little bit of this before. Ill play this ad for you. Ike for president ike for president you like ike i like ike well take ike to washington you like ike i like ike everybody likes ike for prez i dare you to get that song out of your head for the rest of the day. Talk about repetition. Now im going to play for you not only the first major negative ad, but the rated number one Weirdest Campaign ad and ive got to give you a tiny bit of background. You had a senator from ohio named robert taft who ran in the republican primary against eisenhower. Eisenhower obviously wins the primary. But they had a spat and they made up, was taft going to support eisenhower. This is an ad by stevensons campaign thats basically saying that bob taft is going to overpower eisenhower and they have this weird relationship and im not going to tell you anymore than that except for get ready for some of the strangest voices youve ever heard. Ike. Bob. Ike. Bob. Im so glad were 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 really live happily ever after . So thats the ad. [ laughter ] number one, you got to wonder, like, who came up with that concept . Who is story mapping that and story boarding that and thinking, yeah, this is a great concept, lets make them sound like frogs. [ laughter ] my point with showing you that ad is that if thats the first negative ad on television, you know, its pretty tame, right . If anything, its almost its almost just because its so strange. But it was for stevenson trying to take down eisenhower. Of course, eisenhower is going to win in a landslide. If you look at that being one of the first major negative ads, i think that starts to set up negative advertising in the United States after that. Were going to start with jfks in the 1960s. We have jfks assassination going on, nationwide unrest, cold war, Political Party realignment and something on the previous side i forgot to highlight, 25 of all the advertisements were negative in 1952. If youre counting ike and bob as one of those 25 , thats also pretty tame. By the early 1960s, you have 9 in 10 households who have a television. In 1964, youre going to have 59 of the ads are going to be negative. Thats a huge jump. And in part, its because the tv audience is there. And the technology to create campaign comheshmercials, the w campaigns are run begins to shift where its not about doorknocking and going town to town and shaking hands, its about the going into their home and its visual now. Its beyond what radio and newspapers can do and even in some cases what political cartoons could do. This is going to be bring up maybe the most famous or infamous ads that happens in 1964. It was called daisy girl. It remains one of the most studied campaign ads. It was so controversial that was pulled rather quickly. It did not play for very long. And so this is going to bring up our first group and were going to have professor duck introduce them briefly and they have a prerecorded presentation. Well watch the presentation together. Were going to have you stand up because its prerecorded. So we put in our slides for you. Audrey, bridgett, ellie, sarah and sierra, please stand up. This presentation is brought to you by audrey, bridgett, ellie, sarah and sierra. Do you have just a few words to say about daisy girl. Quick thoughts and well get into your slides now. Was it surprising . Was it supernegative . Are you surprised it was pulled . It was pretty intense. Watching it, it wasnt surprised knowing that it got pulled. Yeah. Okay. Now were going to have everyone watch this and you all can decide and you can discuss. This is the presentation by group one on daisy girl. Were going to talk about johnsons 1964 political ad. One, two, three, four, five, seven, six, six, eight, nine. Nine. Eight, seven, six, five, four, three, two, one. Zero. These are the stakes. To make a world in which all of gods children can live or to go into the garden. We must either love each other or we must die. Vote for president johnson on november 3rd. Very funny. [ laughter ] what was the message . The message that johnsons campaign was presenting in this commercial was that if his republican opponent Barry Goldwater was elected president , he would end up starting a nuclear war and this was a fear that was present in the public eye, but this ad amplified it to a much greater extent. Is this style effective . The style was incredibly effective. Its a powerful ad that was extremely effective in scaring the public and spreading the fear of nuclear war. The ad sought to revolutionize political advertisement by breaking traditional policy spotlights and pushing focus onto emotional appeal. Johnson won this election by a landslide and here is a map demonstrating this. As you can see, he won the states 446 and the electoral votes 486 to only 52. All right. So the good and the bad that came out of this ad. Obviously for johnsons party, the good thing is that it secured the election for johnson. If you believe in his platform, it helped avoid nuclear warfare. It added a new emotional element that we see in ads today. It ushered in a new era of negative ads that we also see today. So the truth, lies and the fallacies. Theres not really a direct quote or claim made in the video. But its very implied. So the message is more vote johnson, or youre going to die. Nuclear warfare was a concern with the cold war and u. S. soviet relations. But we must vote johnson or die was not a truthful. An indepth look at assume of the fallacies used in daisy girl. The first one is a false dilemma, kind of like what sarah was saying earlier, this just oversimplifying the range of options. Johnson was giving the message that you either voted for him and you spread love or america the people of america would die from nuclear welfare. I was trying to turn up the volume. That was my fault. Ill get you back. Hi, everyone, were going to be talking compassion. It uses pity for emotional manipulation. The little girl picking daisies wasnt strictly relevant at all to the issue of nuclear warfare. 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 the argument that was being presented. The ad was created by the ad company who were responsible for most of johnsons ads during the 1964 campaign. Its recognized as recognized as revolutionary even though it was only ran once. They created the short ads by using an emotional trigger which became the center of ads up until the present. So the second ad that were going to be comparing it to is one of Hillary Clintons ads that was released in 2016. I was a Nuclear Missile launch officer. I pray that call would never come. Selfcontrol may be all that keeps these missiles from firing them. I love war. Donald trump with Nuclear Weapons scares me to death, should scare everyone. Im Hillary Clinton and i approve this message. So we chose this ad because it basically has a very similar message to johnsons ad that voting for the other opponent will result in nuclear war. Hillary clinton used bruce blair, the former launch officer in south dakota to gain favor with the voters. So a key difference here is the use of pathos versus ethos. It played on the emotions and values of th