Rothwell also mentions the Willie Horton advertisement run against Michael Dukakis in 1988 and the increase in soft money for advertisements in 1996 as instances in which television played a role in the outcome of the presidential election.
The author then talks about television as a political medium. Television, she wrote, "prefers images to words, icons to understandings... And arguably, emotion to reason." Rothwell then says that television exaggerates those preferences in political ads.
Rothwell writes that television has blurred the lines between politics, journalism, and entertainment. She uses examples such as presidential candidates appearing on late-night television programs.
This, in turn, has led to a simplification of the issues. She cited a 1996 study by the Center for Media and Public Affairs that found that the amount of time spent on political issues and the depth of the stories about political issues were both declining. For example, she said the study found that the average sound bite had gone from 42 seconds in 1968 to seven seconds in 1996; she wrote that the study also found that the amount of "horse-race" news had tripled from 1993 to 1996.
Rothwell goes on to talk about the role of money in politics, since it's needed to buy so much
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