Topic 1 (Party Branding and Narratives) Flashcards
Narratives (Branding)
-story lines and images used to influence public opinion and define *issues, political parties, candidates
-Examples: “welfare queen” “religious fantic”
Narratives show what they ‘want’ you to believe about:
-their ‘brand’ and opponents ‘brand’
-events that have taken place
Neuromarketing (Archetypes):
-mutually understood image or example
-images associated with a word or person
Purpose of neuromarketing (archetypes):
-give the voters an “image” of their leaders, without committing to policy stances
-basic theme: Good vs. Evil
Narrative = ?: The Party of Inclusion (Big Tent)
-Democratic narratives about themselves
Narrative = ?: Party of the Working and Middle Class
-Democratic narratives about themselves
Narrative = ?: Protector of Personal Rights
-Democratic narratives about themselves
Narrative = ?: Republican “Party of the Rich”
-Democratic narratives about Republicans
Narrative = ?: “Gun-toting Redneck”
-Democratic narratives about Republicans
Narrative = ?: War on Middle Class (Fair Share)
-Democratic narratives about Republicans
Narrative = ?: War on Science
-Democratic narratives about Republicans
Narrative = ?: War-Hawk Conservative
-Democratic narratives about Republicans
The Party of Inclusion (Big Tent)
-minorities-discrimination
-“Committed/Loving” same-sex couples
-protect women from “sexism”
Party of the Working and Middle Class
-“working Americans” (blue collar)
-minimum wage, worker rights, safety
-“disappearing middle class”
Protector of Personal Rights
-protect speech, press, religion, assembly, etc…
Republican “Party of the Rich”
-wealthy donors (Koch Brothers)
-greedy, self-interested conservative
“Gun-toting Redneck”
-gun fanatics or “gun nut”
War on Middle Class (Fair Share)
-1% vs. the rest of us
War on Science
-war against global warming
War-Hawk Conservative
-wars for oil, war profiteers
Narrative = ?: Party of Morality
Republican narratives about themselves
Narrative = ?: Party of Fiscal Responsibility
Republican narratives about themselves
Narrative = ?: Party of Law and Order
Republican narratives about themselves
Narrative = ?: Latte Liberal; Liberal Bias; Liberal Elite
Republican narratives about Democrats
Narrative = ?: Tax and Spend Liberal
Republican narratives about Democrats
Narrative = ?: Culture of Helplessness
Republican narratives about Democrats
Party of Morality
-Biblical values: traditional America (“Real America”)
-abortion = birth control for poor
-war on Christianity (War on Christmas, In God We Trust, Under God)
Party of Fiscal Responsibility
-“Kitchen Table Economics”
-the poor = “users” of the system
-smaller government = freedom (gov. off your back)
Party of Law and Order
-law abiding gun owner vs. criminal with illegal gun
-death penalty = lower crime rates
Latte Liberal; Liberal Bias; Liberal Elite
-“know it all” liberal
-“East Coast/Latte Liberal”
-“Liberal Bias” in media/colleges
-“political correctness” or PC
Tax and Spend Liberal
-‘socialists’ or ‘socialism’
-class warfare
Culture of Helplessness
-lazy welfare recipient (“welfare queen”)
-social security “retirement” program/Ponzi scheme
-lazy, unemployed worker
