Purely Piper

Elections are not won simply by politics; elections are won by perception. In the era of mass media and artificial intelligence, individuals consume news through multiple mediums. With the influence of citizen journalists and biased reporting, it is difficult for candidates to control their public image. As seen in the 1988 presidential election and television representations since then, media portrayals can influence voter outcomes.

In 1988, Republican George H.W. Bush ran against Democratic candidate Michael Dukakis in the presidential election. Alongside his team, Bush shifted and shaped the media portrayal of Dukakis through ads and campaign initiatives. They used fear of crime and violence to turn voters away from the Democratic campaign. Bush’s campaign managers, through media output, were able to paint Dukakis as a candidate who was soft on crime. This created fear amongst voters while creating a new image of Dukakis in the eyes of citizens.

Willie Horton was a famous criminal at the time, serving a life sentence without parole for murder. Serving his sentence in Massachusetts, he was able to have a “weekend pass” from prison to visit family. During this weekend, he assaulted a woman and killed her fiancé. As the governor of Massachusetts, Dukakis took the heat for this during the election. Even though it wasn’t directly related to his role and actions, the Bush campaign team took this event and ran with it. This created fear in the public while shifting perception and reducing support for Michael Dukakis. 

Fear is a common factor between all political parties. Despite what individuals may disagree on, people tend to be able to agree on the same fears. Using this in an election is effective, because people have a basic need to feel safe. In this election, fear seemed to unify people in terms of how crime should not be handled. This is an issue that impacts all Americans and the national dialogue was focused heavily on this topic once solidified.

The result of media influence on elections did not end with the 1988 race, it continues today. From defamatory political ads to modern commentary on digital communication, the media’s influence over democracy remains prevalent. This election was so pivotal in the digital communication movement, that a television show was inspired by the outcome of events.

Judy Smith worked in the Bush Administration as the Deputy Press Secretary. She knew better than anyone how persuasion and perception function in the media. Following her time in the White House, she started her own consulting firm that specialized in media relations. Working with clients such as Monica Lewinsky and Michael Vick, she mastered the art of controlling the narrative through media. 

Smith’s work inspired the television show Scandal, where many parallels to the 1988 election occur. We see how media specialists handle presidential election campaigns and crisis response. From the type of podium used in a debate to the timing and tone of a public address, there is more that goes into influencing public perception than one might expect. I believe that in the age of digital communication, understanding the various interpretations of actions and taking control of one’s own narrative is vital. This form of communication has only advanced what we know about our candidates. As Judy Smith stated, “Whatever the issue or problem is, you have to own it, and you have to face into it. If not, it will just really get worse, and it will get compounded.” By owning their own story, candidates can rise above the noise rather than allowing their opponents to control the narrative.