A New Beginning: A Textual Frame Analysis of the Political Campaign Film / Edition 1

A New Beginning: A Textual Frame Analysis of the Political Campaign Film / Edition 1

by Joanne Morreale
     
 

ISBN-10: 0791406091

ISBN-13: 9780791406090

Pub. Date: 07/03/1991

Publisher: State University of New York Press

This book is a postmodern analysis of Ronald Reagan’s 1984 film, A New Beginning, which marked the coming-of-age of the televisual political campaign film. The film was a landmark in the art of political filmmaking. Its thesis proclaimed a resurgence of American pride, patriotism, and prosperity under the leadership of Ronald Reagan. A New Beginning was

Overview

This book is a postmodern analysis of Ronald Reagan’s 1984 film, A New Beginning, which marked the coming-of-age of the televisual political campaign film. The film was a landmark in the art of political filmmaking. Its thesis proclaimed a resurgence of American pride, patriotism, and prosperity under the leadership of Ronald Reagan. A New Beginning was unprecedented for a number of reasons: it replaced the traditional nominating speech for the candidate at the Republican National Convention; its form was a hybrid documentary and advertisement; it illustrated the use of televisual rebirth rhetoric to gain public support for a political ideology; and, most importantly, the masterful project documented a shift from verbal to visual rhetoric in American presidential campaigning.

The author examines the film as a cultural text and as an effective political tool. Framing, ideology, myth, and visual cliché are analytic tools used to deconstruct the film; the method combines rhetorical theory with communication theory and semiotically-based theories of film and television. Morreale gives insight into the increasingly prevalent use of television to create a political reality.

Product Details

ISBN-13:
9780791406090
Publisher:
State University of New York Press
Publication date:
07/03/1991
Series:
SUNY series in Communication Studies Series
Pages:
154
Product dimensions:
6.00(w) x 9.00(h) x 0.38(d)

Table of Contents

Acknowledgments

Introduction

1. Political Campaign Films

2. Framing a Rebirth

3. Ronald Reagan and the Conservative Movement

4. Mythic Rhetoric in A New Beginning

5. Rebirth of Myth in A New Beginning

6. The Artful Use of Visual Cliché

7. Critically Reframing A New Beginning

8. Methodological Implications

Appendix

Notes

Selected Bibliography

Index

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