The video featuring Dr. Robert Kubey names several types of tactics used
in political ads. Fear and greed are two major things that political
attack ads use to manipulate the viewer. Smear tactics, especially
before a candidate is well known to the public are also used to
manipulate public opinion.
Yes, I do see the racism in these ads. I see how Fear and Greed are being used to manipulate the viewer. I believe both ads are using white, middle class fear of minority groups, namely the black community because this group is the typical depiction of "undeserving" recipients of government aid such as welfare and medicaid. I also see greed being depicted because the common depiction of the tax-paying working middle class is white (ala - most working class sitcoms on TV). The medicare ad particularly preys on black stereotypes via age gaps... that Obamacare is taking away from Medicare funds to help finance the young, poor, and often black uninsured that don't get medical benefits because they aren't employed. I can see how these ads are just playing on typical media representations as a shorthand to imply all these images.
Here's a link to an Obama ad that I believe uses the tactics of fear and greed that a Romney presidency would mean the already wealthy and business class of America will get richer through "tax cuts to millionaires." I was particularly drawn to the image of Romney sitting behind a desk looking like a pompous businessman. I also took note of the middle class portrayals being shot in hand-held "reality" style filming:
Excellent example of an add from the Obama campaign that uses the fear and greed to manipulate voters. Did you notice the word TRUMP on the airplane? Obviously trying to associate Romney with another famous wealthy American! One of interests in promoting media literacy in schools is to create a citizenship that demands more for their politicians. We need politicians who seek to educate the public on the issues and who can explain solutions to growing world problems!
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