Masters Theses

Date of Award

8-1985

Degree Type

Thesis

Degree Name

Master of Arts

Major Professor

Russell T. Church

Committee Members

John Buckley, Norma Cook

Abstract

Image creation plays an important role in presidential election campaigns. This study investigated Walter Mondale's use of the tax issue to create a positive image in the 1984 general election campaign. Hugh Rank's interpretation of Aristotle's concept of ethos was used as the definition of image. Image was divided into the areas of expertise, sincerity, and benevolence. The study focused on the print media's portrayal of Mondale's image.

After surveying relevant literature, the study examined Mondale's image prior to the general election campaign. In the area of expertise, Mondale was portrayed as having much experience in politics but as being too cautious. He was linked to the Carter administration. In the area of sincerity, the media noted Mondale's concern with decency and integrity but expressed the view that he made too many promises. In the area of benevolence, the media generally portrayed Mondale positively as a man who was concerned with fairness.

The study found that, during the general election campaign, Mondale was able to rid himself of the image of being too cautious. The number of references to the Carter administration decreased. Mondale's image improved in the area of expertise. In the area of sincerity, his image improved slightly. He was portrayed as being more straightforward than his opponent. In the area of benevolence, the media noted Mondale's concern with fairness and the interests of the people, but indicated that the public would probably not respond favorably to the idea of a tax increase.

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