Portal de Periódicos da CAPES

Reagan vs. Brown: A TV image playback

1968; Taylor & Francis; Volume: 12; Issue: 3 Linguagem: Inglês

10.1080/08838156809386252

2331-415X

Ernest Rose, Douglas A. Fuchs,

Media Studies and Communication

Abstract One of the most interesting political campaigns of recent years was the 1966 California gubernatorial campaign. Both then‐Governor “Pat”; Brown and challenger Ronald Reagan hired professional political public relations firms; both made use of professional creative talent; and both made wide use of televised spot announcements. The following study of these spots was supported in part by a grant from the Institute of Governmental Studies at Berkeley. The authors both received their Ph.D. degrees in communications from Stanford. Ernest Rose is a documentary film producer who taught at UCLA, was head of production at the UC Extension Media Center, and will join the Department of Radio‐TV‐Film at Temple University next fall. Douglas Fuchs has been a journalism professor at UC Berkeley since 1963.