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ABSTRACT IMPRESSION MANAGEMENT, SUPER PACS, and the 2012 REPUBLICAN PRIMARIES Nathan Katz, M.A. Department of Sociology Northern

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ABSTRACT IMPRESSION MANAGEMENT, SUPER PACS, and the 2012 REPUBLICAN PRIMARIES Nathan Katz, M.A. Department of Sociology Northern ABSTRACT IMPRESSION MANAGEMENT, SUPER PACS, AND THE 2012 REPUBLICAN PRIMARIES Nathan Katz, M.A. Department of Sociology Northern Illinois University, 2015 Diane M. Rodgers, Director Super Political Action Committees (PACs) are relatively new organizations within American politics that allow individuals to donate unlimited funds to campaign causes. This was particularly noticeable during the 2012 Republican primary, which was one of the most well- funded primaries in American history. One of the ways both candidates and Super PACs spend their money is for the production of campaign ads to develop candidate images. These advertisements contribute to a political impression management that develops candidate performances. I have used the Symbolic Interactionist perspective for this study because the theory states that the images or presentations of individuals are continuously being constructed, reconstructed, and therefore dynamic. One place this can be observed is within the world of televised political ads, where the core political images are regularly changing depending on who is responsible for airing the advertisements as well as when and where the advertisement is aired. By performing an ethnographic content analysis focusing on television advertisements from both candidates and Super PACs, a typology of candidate performances was developed: the true conservative, the working conservative, the saint, the sinner, and the traitor. Through a typology of advertisement performances, future political advertisements, particularly television advertisements, can be further understood by showing how particular types of advertisements contribute to different aspects of a candidate’s impression management. My study expands upon the literature concerning political impression management by including advertising in the era of Super PAC political campaign finance. NORTHERN ILLINOIS UNIVERSITY DEKALB, ILLINOIS MAY 2015 IMPRESSION MANAGEMENT, SUPER PACS, AND THE 2012 REPUBLICAN PRIMARIES BY NATHAN KATZ ©2015 Nathan Katz A THESIS SUBMITTED TO THE GRADUATE SCHOOL IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE MASTER OF ARTS DEPARTMENT OF SOCIOLOGY THESIS DIRECTOR: Diane M. Rodgers ACKNOWLEDGMENTS Special thanks to my committee members, Dr. Bah, Dr. Streb, and my chair Dr. Rodgers. Particular thanks to Dr. Rodgers for her amazing input and unending patience. This would be a radically different project without her. Additional acknowledgments to Michael Yergin for assistance with coding. TABLE OF CONTENTS Page LIST OF TABLES ...........................................................................................................................v LIST OF APPENDICES ................................................................................................................ vi Chapter 1.INTRODUCTION ............................................................................................................... 1 2.LITERATURE REVIEW .................................................................................................... 3 Negative Ads ....................................................................................................................... 5 Television Ads in the Internet Age ..................................................................................... 7 Enter the Super PACs ......................................................................................................... 9 3.THEORY AND METHODS ............................................................................................. 13 The Front and Backstage .................................................................................................. 16 Political Mythmaking ....................................................................................................... 21 Frames, Encounters, and Performances ............................................................................ 24 Methods ............................................................................................................................ 25 4.THE PLAYERS ................................................................................................................. 29 Meet the Canddiates and Their Super PACs .................................................................... 29 Jon Huntsman ....................................................................................................... 30 Michele Bachmann ............................................................................................... 31 Rick Perry ............................................................................................................. 32 Herman Cain ......................................................................................................... 33 iv Chapter Page Newt Gingrich ....................................................................................................... 34 Ron Paul ................................................................................................................ 35 Rick Santorum ...................................................................................................... 36 Mitt Romney ......................................................................................................... 37 5.CANDIDATE PERFORMANCE TYPES ........................................................................ 39 Being Conservative: The One True Value ........................................................................ 40 True Conservatives ............................................................................................... 41 The Working Conservative ................................................................................... 46 Saints, Sinners, and Traitors ............................................................................................. 53 The Saint ............................................................................................................... 54 The Sinner ............................................................................................................. 59 The Traitor ............................................................................................................ 61 Region and Timing in Political Ads ................................................................................. 70 6. DISCUSSION AND CONCLUSION .............................................................................. 73 REFERENCES ..................................................................................................................... 77 APPENDICES ...................................................................................................................... 87 LIST OF TABLES Page 1. Candidates, Super PACs, and Funding ......................................................................................30 LIST OF APPENDICES Page A. CODE SHEET ..........................................................................................................................87 B. CANDIDATE SPONSORED ADVERTISEMENTS ..............................................................93 C. SUPER PAC ADVERTISEMENTS .........................................................................................95 D. ADVERTISEMENTS USED FOR INTERCODER RELIABILITY ......................................97 E. POSITIVE AND NEGATIVE ADS .........................................................................................99 F. CHRONOLOGICAL BREAKDOWN FOR ADVERTISEMENTS ......................................101 CHAPTER 1: INTRODUCTION The 2012 Republican primary was the first primary where Super Political Action Committees (PACs) have been involved, making it the most well-funded political primary in American history (Benoit and Compton 2013; Lynch 2014). As a result, between candidates and Super PACs more money was spent on television ads than ever before1. The use of Super PACs has the capability to change how candidates create performances and a study of these may show how future campaigns will change their political imagery to incorporate Super PACs. PACs are political organizations that individuals are able to anonymously donate limited amounts of money to for the purpose of political activity. After the Supreme Court’s Citizens United ruling in 2010 Super PACs were created. Unlike traditional PACs, individuals and organizations are able to donate an unlimited amount of money to Super PACs but lose their anonymity. Many Super PACs are not connected to individual candidates, but candidates often have Super PACs directly supporting them, allowing for individuals to indirectly provide candidates with unlimited funding. While legally these organizations are independent, the links between candidates and many of these Super PACs are fairly well known (Gulati 2012). Super PAC funded advertisements have begun to reorganize political power and have become an expansion of the political backstage by providing unlimited funding for the purpose of creating public images. Impression management in television political advertisements has 1 This is assuming that whoever is reporting financial records is being truthful. Ron Paul’s campaign reported spending $73,000 on media air-time but actually gave the money to an Iowa senator Kent Sorenson to change his endorsement from candidate Michele Bachmann to Ron Paul (Beaumont 2014). 2 been analyzed, but research regarding Super PAC ads and how they use impression management in television ads has not yet received the same level of analysis.
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