Media Logic and Political Communication

Abstract

The election of 1952 saw the beginning of the age of telepolitics. In that year the medium of television played a decisive role in the nomination by the Republican Party of Dwight D. Eisenhower since it exposed convention proceedings to a national audience and gave that national audience, as well as representatives of the media, major influence over convention events. In the post‐convention period, Eisenhower's public relations advisors used television to soften the General's military image, reach Democrats and Independents, and increase the pro‐Eisenhower voter turnout. Whereas Stevenson never fully mastered the demands of television, Eisenhower was adept and skillful at using the medium as a major new campaign vehicle.