The gamecock. (Columbia, S.C.) 1908-2006, November 13, 1978, Page Page 14, Image 14
~Pol
By John S. Stolai
Gu?tt Columnist
"Strom Thurmond ? He
a senator."
"It's time for a new g
leadership. It's time for Ct
Ravenel, Democrat for U
"Having Floyd Spence ii
like being there yourself.
"Jack Bass wants to ix
kind of congressman."
For most South Carolina
Tuesday, November 7,
portant day. It was impc
much because the citizens
great numbers to ex
cherished American right
free election (most didn't
oVvrvnf QA rvnrnnn t nf C i f
ouvuv uu pvi VJL uv/ut
voting age population vot
Rather, the vast maj<
population, those who wat
and listen to the radio, coi
sigh of relief: the politic;
had blanketed the air wa
seemed like several montl
ceased.
In the 1978 elections
recuru auiuuuis were spt
advertising. Several candi
United States Senate and
spent in excess of $
television ads alone. W1
figures are not yet av;
estimated that somewhe
million was used for paid
Ravenel-Thurmond Senat
The increasing use of th<
by candidates has in its*
political issue. At various
the campaign, Spence,
Ravenel and Riley
criticized their oppone
certain television com
being either untrue, 1
misleading.
One of the major <
<3% 11/70
Q
W (/r^
"L
itical c
*ek campaign ads
not at a reas
's more than issues, but r
enhance a ca
enerauon 01 the voter will
larles "Pug" favorably. T1
f.S. Senate." create an ima
i Congress is less than accii
in the popular
e a different President, 196
his, this past
vertising, ir
""v ow game too ..
> went out in ^ js not !
;ercise the politicians ?
to vote in a ?-?
bother: only What 11
h Carolina's
?' nuo WVM
ority of the
eh television voters a
ild breathe a
al ads which if any, i
ves for what
is had finally or wotlIi
should ha
notiAnurina .?
anotner.
snt on media recognized
[dates for the s0 much vi
for governor make a psy
;i million on him ?ot
ule the final work toget
suable, it is ,, ,
re around $1. Several rempHifl
in th? scientists an<
:e raCe. which is "1
e mass media J!10111?su Pat
elf become a ^?Vu
points during me^ia a.^s ^
Thurmond lsKsue orAente
snecificallv observations
nt s use of year's prima
mercials as tend to supj
unethical or candidates' .
more issue-o
criticisms of a^so found
A
ipk
J*-" ^ \
MjTY GOEF^J'^
^===s^
.ET'5 GET OUT 01
E.NOUG*
ids: iss
is that they are aimed coj
>oned discussion of the dis
ather they attempt to pos
ndidate's image so that v
view the candidate more tha
le use of television to tha
ge of a candidate that is the
irate is well documented anj
book "The Selling of the rmi
8" by Joe McGinniss: cor
i, in a sense, has wei
n a con game ... Ad- a 1
1 many ways is a con
foil
surprising then, that Ra
and advertising men rhe
onnd for tine most i
tioxied issues that1
nd the candidates 1
ndication of what
1 do once in office.
ive discovered one
And once they
that the citizen did not
ote for a candidate as
r?V"?r?lrvrti r?o 1 nnr^Vioco nf
VllVlV^IVUi pui VilUOV VJ*.
surprising that they
her."
cent studies by political
J journalists (the best of
rhe Unseeing Eye" by
terson and Robert Mcnoted
that candidates'
ave become much more
d in the 1970s. My own
nf fVio rmwlia /^uninrt
ui insula uui nig una
ries and general election
>ort the conclusion that
nedia ads appear to be
riented. Paradoxically, I
no evidence that these
TT
- HERE, THIS SCMO
< FOR ALL OF US.
ues t
mmercials provicu
icussion of candi
sitions.
/hat I found for the i
t the media ads me
t were of concern to
candidates but pro
r, indication of what
ild or would do once
nmon was a list of
re affecting the citize
pledge by the cand
jviate them once i:
owing example co
venel ad ? but it is <
itoric it was not atyp
part was that
were of conce:
&ut provided:
4- It A MA ?* <1 4 <1 a+i
HUO Un^UAUOU<
"I'm proud of
history and accomp
love South Carolina a
... I see so many j
Carolinians who su
from our nation's il
unemployment, the e
taxes, welfare bure;
waste in guveriiuieu
It's time now, onc<
to put an end to the
adding new taxes
problems.
And it's time now
in government bj
fectively managing t
we have. It's time to
money's worth from
government. It's tim
wr
FACULTY AND
I DEPARTMENT
( RESEARCH /
,L'"
OL'S MOT Die
i)
hemselv
;d any real government wor
?? :?~ of the other wa>
un ico loauc
The basic problei
most part was impossible to disci]
ntioned issues complex problems
the voters and commercial. What
vided little, if a short amount of t
the candidate key words or pi
in office. Most known as condense
problems that whiph thp vntpr
ns followed by condensation syml
idate to help different meani
n office. The audiences: Propos
mes from a cuts and less go1
clear from the some; tax breaks
>ical: cut backs on n
~ " _ . 1 uprvipps to nthprs
tne meaia ^ solution whici
. .. voters to make a m
mxoxne among candidates
little tifiable. Some in
> including several
? i * suggested more ei
9 COUld to-face debates by
Unwovor rpnnnt
1 AAVfT V T V& y M. VVV11I
1 debates indicate
our state's usually end up wi
lishments. I exchanges which d
nd its people previous campaif
fellow South solutions which
ffer greatly program of long, d
Is: inflation, of issues neglect
nergy crisis, lengthy television
au^racy and of political issues i
t ... the vast majority
a qrirl oil What IS i?
S UtlU OAly " """"
5 practise of idea of an inforn;
to solve old ideal and not a
American politics
particularly televi
to end waste 0f the problem ?
j more ef- potential to becoir
he resources if a way can be f<
demand our use of its potentu
1 ou^_ federal john stoi?r?k is an m*
e to have our Qovrnrrrnt and internal
?Gomecoc-k CIZJQI
,rk j .Lunc
jon Fobes
Jim Phillips
SSff* BarryJ.Glei
j / ?' \ \ Dave Robacl
I \ Sharon Plpp
^S) Judy Sims..
\ IM.Py, .. ? ? ???
Jan Eas,erl11
I '? Brett Friedlj
7T~\J SkotGarrlck
A I Jill Griffin.
I // I Fran Georg<
I JonClemmt
Sam McKee
1 * The Gam*
\ j readers. Le
\ \ words and r
M correct nan
are n?t acc
will be wl
/ I cumstances
J I telephone
I \\ where you
' verifylno ti
Int'ude clj
K? re?erve the
limitations,
dress lette
Gamecock,
29208.
. Opinions
those, If sl(
signed, of t
/9 0
C/O
k for us, instead
f around."
n is that it is almost
iss solutions to such
in a QA nr CJ\ cannnri
AAA a UU UA vrv O^VVIIU
candidates can do in
ime is to use certain
irases (which are
ation symbols) with
can identify. Such
doIs usually convey
ngs to different
litinri 11 moonc fov
1U llivUtiO 144A
vernment waste to
for the wealthy and
leeded government
ti would enable the
lore reasoned choice
is not easily identerested
observers,
candidates, have
ctensive use of factcandidates.
; examples of these
f that candidates
th a series of short
iffer little from their
in rhetoric. Other
are aimed at a
letailed examination
the fact that such
and radio coverage
is always ignored by
of the voters.
that the democratic
k/\rl nlnnf At?nf A ir on
icu cicviuA aiu ia au
reality of modern
i. The mass media,
ision, is a major part
- but it also has the
ie part of the solution
)und to make proper
il
fructor in th* Department of
Jonal Studl#?
necocK
Founded 1908
igren Editor in Chief
Copy Desk Chief
News Editor
in Entertainment Editor
Sports Editor
* Graphics Editor
,n Priltnr
....... Editorial Page Editor
Graduate Assistant
rig Asst. News Editor
inder Asst. Sports Editor
i Asst. Entertainment Ed.
Advertising Manager
s Production Manager
>nsen :. General Manager
Business Manager
cock welcomes letters from Its
tters should be a maximum of 300
nust be signed with the writer's
ne. Pseudonyms or other aliases
eptable, but the writer's name
thheld If requested and clrwarrant.
Inrinrf* thn
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can be reached to assist us In
he identity of the writer. Also,
ass standing and major. We
right to edit all letters for space
but not for content. Please adrs
to: Campus Opinion, The
Drawer A, USC, Columbia, S.C.
expressed in the Gamecock are
jned, of the writer and, If un
he senior editorial staff.