Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Horror Framing and the General Election: Ghosts and Ghouls in Twenty-First-Century Presidential Campaign Advertisements

Horror Framing and the General Election: Ghosts and Ghouls in Twenty-First-Century Presidential Campaign Advertisements

Montgomery, Fielding

Hardcover

Series: Lexington Studies in Political Communication

MarketingGeneral ReferenceGeneral Political Science

ISBN10: 1793643210
ISBN13: 9781793643216
Publisher: Lexington Books
Published: Sep 21 2021
Pages: 240
Weight: 1.08
Height: 0.56 Width: 6.00 Depth: 9.00
Language: English

In Horror Framing and the General Election: Ghosts and Ghouls in Twenty-First-Century Presidential Campaign Advertisements, Fielding Montgomery reveals a pattern of mostly increasing horror framing implemented across presidential elections from 2000 to 2020. By analyzing the two most common frameworks of horror within U.S. popular culture (classic and conflicted), he demonstrates how such frameworks are deployed by twenty-first-century U.S. presidential campaign advertisements. Televised advertisements are analyzed to illustrate a clearer picture of how horror frameworks have been utilized, the intensity of their usage, and how self-positive appeals to audience efficacy help bolster these rhetorical attempts at persuasion. Horror Framing and the General Election shows readers how the extensionally constitutive ripples of horrific campaign rhetoric are felt in contemporary political unrest and provides a potential path forward.

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