tim@ICSD.UCI.EDU.UUCP (12/23/86)
On Sunday, November 9, 1986 an editorial appeared in the Opinion
section of the LA Times. It was entitled "The Campaign That Couldn't
Win: When Rose Bird Ran Her Own Defeat" and was written by Bill
Zimmerman, a partner in the political consulting firm of Zimmerman,
Galanty, Fiman and Dixon. This article is very well-written, and full
of information on the history of Former California Chief Justice Rose
Bird's losing bid for reconfirmation, but that isn't why I'm brining
it to your attention. In the midst of discussing Rose Bird's
election, Mr. Zimmerman makes the following, more general points:
"Attacking negative TV spots has become popular sport this season. But
Bird forgot a few essential points. First, negative campaigns have
been part of the American electoral landscape since the founding of
the republic. Early American candidates regularly attacked each other
for corruption, dishonesty, illegitimate children -- even treason.
Second, a political campaign, like a trial in a court of law, has but
one objective -- to win. [...]
Third, and most important, attacking negative campaign tactics is
dealing with effect, not cause. Negative tactics are used -- I use
them -- because they work. Negative TV spots work for one reason
only: The portion of the electorate that is moved by them is woefully
uninformed about political affairs. If they were properly informed,
they would hardly be affected by mere video headlines, or manipulated
by such thin presentations of complex public policy issues.
[long hot discussion on the limitations of schools and news media for
political education, ending with:]
Thanks to our schools and press, we are now a nation where two-thirds
of the eligable voters regularly stay home; according to a recent
study, perhaps one-quarter of our adult citizens are too illiterate to
read the news even if they were motivated to do so. Television, which
reaches more people than any other medium, demeans news (and perhaps
knowlege itself) with cursory glances at major world events and
insistent coverage of the day's high temperature at various recording
points around the city. Is it any wonder negative political
commercials work in such an environment?"
Points to ponder:
- In such a political climate, how are we ever going to effect
change on such major complex issues as SDI, arms control/LOWC, etc.?
- If the schools and the media fail as political education sources
for the electorate, what should be done?
Tim
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