In class, we discussed political frames as strategic vehicles of persuasion in campaigns. Political candidates seek to use the appropriate choice of words to elicit a profound and sustainable response. Because the media can further politicians’ messages and shape public attitudes and behavior, contending parties are quick to target various media communication. Republicans dominate the talk-radio sphere and the Obama campaign claimed ownership of text-message transmission. However, in our digital era, media and especially social media can become a double-edged sword. When candidates commit a gaffe, it goes viral. Even seemingly benign political messages become old news as the sensational macaca moments take center stage.
With modern technology, media and politics are indeed inseparable. We are bombarded with high-speed information in real time, and campaigns do what they can to keep up. By keeping up, I mean that each opposing party is eager to catch the other in campaign flubs. By playing up on the flub, the opposing party breaks down a noble political frame to its more sinister underlying premises. Macaca moments begin to take on the form of Twitter updates… and float around Youtube… Public attitudes toward political candidates indeed change, independent of the effect from political frames.
While candidates cannot afford to concede the digital battlefield, they must also be wary of their ability to say stupid things.
- Susan Chen
McCain's Macaca Moment:
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