Print journalism as political communication: The Iran hostage crisis 1

Studies of political communication and persuasion typically focus on deliberately persuasive communications of political actors. Contemporary rhetorical theories suggest the importance of rhetorical examinations of a range of communications not normally considered rhetorical/persuasive, including media news reports. Bormann's fantasy‐theme analysis is a rhetorical‐critical method that allows critics to discover the rhetorically created social realities of groups of people through detailed examination of their communication behavior. The method is particularly suited to discovering the motives of social actors who share social realities or “rhetorical visions.” Applied to U.S. print media coverage of the Iran hostage crisis, fantasy‐theme analysis reveals the motives that urged journalists to give the episode massive coverage, that urged Americans to become preoccupied with the episode, and that urged Americans to vote out an incumbent president. Thus, the study reveals the tremendous persuasive impact of “objective” materials like news coverage on electoral politics.