Packaging The Presidency

10 Pages 2418 Words

The book starts with the concept of “booming,” when presidential candidates enter towns with booming flags, bands, and loud cheers. According to the book, the allows the people to feel that they are effecting something. However, this was applied in the 18th century. Today, people could watch presidential campaigns at the comfort and privacy of their own living rooms. This is when candidates show off their best assets and project themselves to the public. This is now called “political advertising.”
At the American election of 1828, modern political marketing blossomed. There were now handbills and sample ballots that were distributed. Candidates now had “aliases” to make themselves recognized and more popular. During that time, they also had to collect funds to support candidacy, lists of voters, and even biographies. Indeed, through the years, the tactics and strategies used in political advertising have changed.
Political parties also play a major role in placing candidates in office. Theoretically, parties help voter identify the platform the candidates’ support. In reality, however, political parties just serve as a control mechanism to candidates. They just curb the power kick of the aspiring public officials. In the Philippines, political parties really do not have substantial platforms that they push through when elected in office. Parties are just means of putting yourself into office even if your party only has two members.
It was also tackled in the book that the “cabins” used by aspiring presidents as their image corresponds today’s television commercials, which pays no heed to achievements and issues. Strong speeches and representative campaigns also emerged.
With the birth of the radio communication, political marketing changed. It is no longer necessary to gather as a big group to listen to what a candidates has to say. It is now very convenient for the voters to listen in their own homes. Wit...