Effects of network treatments on perceptions of a political campaign film: Can rhetorical criticism make a difference?

Abstract

Presented here are the findings from a quasi‐experimental comparison of three network treatments of “A New Beginning,” a campaign film that aroused considerable controversy when the Republicans substituted it for a speech at the 1984 Republican National Convention as a way of getting the networks to air it. Of paramount interest in the study were the effects on viewers of one network's critical preview of the film. Of the three major networks, only NBC elected to air the entire film, but they preceded its showing with a commentary on the film that was far more critical than those by CBS and ABC. Surprisingly, Ss predisposed toward Ronald Reagan did not derogate the NBC treatment of the film, but neither did NBC's criticisms adversely affect perceptions of the film. To the contrary, ratings of the film and network treatments of the film were highest for NBC viewers. The findings are discussed with a view toward assessing the uses and limitations of rhetorical criticism in television coverage of political campaigns.

Key concepts:

• Political campaigns
• campaign film
• rhetorical criticism