A New Beginning: A Textual Frame Analysis of the Political Campaign Film
- ISBN-10
- 1438413610
- ISBN-13
- 9781438413617
- Series
- A New Beginning
- Category
- Philosophy
- Pages
- 174
- Language
- English
- Published
- 1991-07-03
- Publisher
- State University of New York Press
- Author
- Joanne Morreale
Description
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.
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