THE CANDIDATE: ISSUES AND STRATEGIES

THE CANDIDATE'S IMAGE

LESSON OBJECTIVE(S)

	The student will be able to:

* Identify various factors which compose a candidate's image
* Discuss the importance of a candidate's image

MATERIALS AND RESOURCES

	Activity 1	Handout 1-1 "How to See though Images"

	Activity 2	Handout 2-2 "What's In an Image?"
			    Handout 2-3 "Image"

BACKGROUND INFORMATION

Explain to students that in many elections, the "image" a candidate projects plays a crucial role in determining the outcome of the political contest.  Voters are frequently influenced by such intangible factors as a candidate's personal appearance, charisma and perceived sincerity, integrity and leadership abilities.  A candidate's image can be as important or more important than his or her stand on their issues.

The information in Handout 1-1 acquaints students with how candidates attempt to portray their own image as well as that of other candidates.  Study it as a review of propaganda techniques and as preparation for completing further activities.

ACTIVITIES

	    Activity 1 - "How Does a Candidate's Image Influence Voters?"

For one week have students pay close attention to all mentions of each Presidential and/or Vice Presidential candidate in the newspaper, on radio, and TV.  Include news articles, opinion pieces and paid advertisements among the items they listen to, read, or watch.  Make a chart to record perceptions of each candidate's "image."  Consider such factors as his/her physical appearance, sincerity, integrity, charisma, "toughness" in dealing with difficult issues, compassion, leadership abilities and devotion to family.  After the data are collected ask students such questions as:

* What is emphasized in newspaper ads?  Radio ads? TV ads?  In which medium does image play the
  largest role?
* What influences your opinion of a candidate?  Discuss with your classmates what they consider to be
  the most important aspects of a candidate's image.
* What role does a candidate's family play in promoting his or her image?
* Discuss what is meant by "charisma."  Is it something tangible?  Is a candidate's charisma equally
  evident in the coverage given by all forms of the media?