·~'ocial l:'ducatton 13r7), pp 3 .25 _3 .3 9, 3 6.2 •.rJ20()9 National Council £or the Social Swdics Using YouTube to Teach Presidential Election Propaganda: Twelve Representative Videos
Wayne Journell
ne of the primary goals of social studies education in the United States is many schools block access to YouTube to prepare students for civically active, politically informed, and socially on school property. Certainly, many 0 engaged democratic citizenship. Too often, however, the curricula fall short of the advertisements described in this of this goal. Textbooks and state curriculum standards tend to portray citizenship article can be found on other websites as a static concept rather than an active process that involves awareness of, and or through a savvy Google search.5 participation within, a democratic political system.1 However, YouTube has the advantage of an easy-to-use search engine and a This is best illustrated by the way many students are to make informed political name brand that middle and high school teachers approach presidential elections decisions as adults, then they must learn students recognize. At the conclusion in their classrooms, a topic Haas and to decipher ways politicians manipulate of this article, I offer suggestions for Laughlin argue should be "the quintessen media. minimizing any risks associated with tial example of teaching social studies."2 The good news is that access to presi using YouTube in the classroom. Yet teachers often fail to adequately pre dential propaganda has never been easier. pare students to understand the nuances The Internet, in particular, is a wonderful Twelve Representative Videos of presidential politics, particularly with repository for examples of both historic respect to political propaganda. Civics and contemporary political television Name Recognition textbooks and teachers tend to cover the advertisements. In this article, I provide "I like Ike" Eisenhower 1952 relationship between media and politics, a starting kit for using You Tube to teach www.youtube.com/ but the majority of these units center presidential propaganda by listing 12 well watch?v=va5Btg4kkUE on hypothetical scenarios and abstract known political advertisements found on concepts rather than actual examples. that website, along with a short descrip It did not take politicians long to capital In many cases, examples presented are tion of how each represents a certain type ize on the mass appeal and increased exceedingly simplistic, such as "a local of campaign propaganda. While many of affordability of televisions in the United sports hero appears on a commercial these videos are from presidential elec States. By the early 1950s, most U.S. endorsing a candidate," with students tions that occurred well before current households owned at least one television, expected to recognize the type of pro high school students were born, each and commercials had become widely rec paganda being discussed. 3 represents a propaganda strategy that ognized as an effective, low-cost method Yet a perusal of television advertise is evident even without knowledge of of advertising products and transmitting ments used by the Obama and McCain a particular election or candidate. The information. The presidential campaigns campaigns during the 2008 Presidential names of the types of propaganda are of this era often operated with the same Election shows that presidential propa largely my own creations, influenced by guiding principal as commercial advertis ganda is rarely that straightforward and my years as a high school U.S. govern ing: that name recognition was essential simplistic in practice. It seems unlikely ment teacher and the various textbooks to ensuring consumers chose one product that students would be able to use such that I used.'1 over another. abstract concepts to fully understand the Using popular commercial websites, This presidential advertisement from propaganda they encounter every time particularly ones like YouTube that the 1952 election uses a catchy tune to they turn on their televisions or surf allow community postings, may pose repeatedly remind viewers that "Everyone the Internet during an election year. If problems for some educators. In fact, likes Ike." Yet the advertisement never
NovEMBER I DncEMBER zoo9 1m to advocate certain policy positions THo CLARICE S~IITH gives a reason why Americans should like Dwight Eisenhower or why they without having to explain how they should vote for him over Democratic plan to achieve such lofty goals. 0 ften candidate Adlai Stevenson. However, these policy statements are reduced to one could argue that the strategy vague terms that many social studies worked; throughout the campaign, textbooks refer to as "glittering gen eralities," or ideas that appeal to basic SMITHSONIAN AMERICAN ART MUSEUM the Republicans made good use of Eisenhower's name recognition and human emotions, such as "change'' or heroism in World War II, which led to "peace," that few can argue against. a decisive victory on Election Day. This 2004 ad for George W. Bush provides a masterful example. The The Accomplished Biography centerpiece of the advertisement is the "Bettering Society" Obama notion that the United States needs to 2008 "move forward," which is enhanced by (www.youtube.com/ words such as "hope" and "resolve" watch?v=NKGqyMtn07E) that are featured prominently on the screen. The commercial concludes by There are two reasons television listing generic goals of "creating jobs" advertisements are so effective for and "improving education," which arc presidential candidates: the first is universal among politicians. that they allow campaigns to craft The program ... is an invaluable resource a particular message on their own Reminder of Good Times for instructors. It does a great service to the terms; and the second is that they can "Morning in America" arts by incorporating art into all curricula, compress large amounts of informa Reagan 1984 not to mention tying in technology. tion into short segments that grab the (www.youtube.com/watch?v=EU attention of a targeted audience. The IBF8nwSY) -2009 participant mudslinging that occurs in modern presidential campaigns often tarnishes While ads criticizing the status quo candidates' character and personal and calling for change are common ull-time teachers for grades 4-12 history. Therefore, campaigns have to during presidential campaigns, com Flearn to incorporate artworks tell their candidate's story in the way mercials also enable popular incum to enliven their teaching of core he or she wants it represented. bents to remind Americans about how subjects through gallery talks, This ad from the 2008 election much he or she has accomplished over exemplifies both attributes mentioned the previous four years. This famous lectures, discussion groups, and above. In less than one minute, the advertisement from Ronald Reagan's hands-on activities. In addition, commercial uses selected moments 1984 campaign uses a soothing voice as part of an interdisciplinary from Barack Obama's past to showcase to remind citizens about the low inter team, teachers share models for his devotion to service and willing est rates and increased homeown integrating American art across ness to engage in legislative bipar ership that had occurred since the the curriculum using Web 2.0 tisanship. Reminders of his numer end of the previous administration applications, such as podcasts, wikis, ous accomplishments, including his and concludes with the statement Harvard education and experience that the United States was "prouder, and blogs. Visit http://americanart. in both the Illinois legislature and stronger, and better" under Reagan's si.edu/education/dev/cs/, or e-mail U.S. Senate, appear throughout the leadership. Coupled with images of AmericanArtCiariceSmithlnitiative@ advertisement. smiling people, scenic depictions of si.edu for more information. American life, and individuals hoist Glittering Generalities ing American flags, this ad provides "Moving Forward" Bush 2004 students with a prime example of why (www.youtube.com/ incumbents have a decided advantage Tlu Clarice Smith American Art Education watch ?v=vn FN Uzut_vO) in all levels of politics, particularly lllitiatil'e is supported by a generous giftfi"om the during times of prosperity. Robert H. Smith Fami6' Foundation. Another advantage to television adver tisements is that they allow candidates
SocrAL EouCATION Keep It Simple arms race. The commercial concedes, "Laughing" Humphrey 1968 "No one can be sure" whether the bear (www.youtube.com/ is tame or vicious, but argues "Isn't it watch?v=FBDtdkKCcmA) smart to be as strong as the bear, if there is a bear?" By placing the Cold Sometimes simple messages are more War into a context familiar to most effective than ads that are full of Americans, that of confronting a wild flashy graphics and colorful rhetoric. animal in the woods, the ad allowed a 50l.c.3. Educational Founrht don Case in point: This attack on Richard people to reevaluate their conception Nixon's vice presidential candidate, of the Soviet Union and the need to AMERICA'S HERI'TAGE Spiro Agnew, by the Democratic remain militarily superior, if only as An Adventure in Liberty campaign for Hubert Humphrey in a precaution. 1968. Throughout the advertisement A Unique National Leader in FRE~ cackling laughter is heard while the Tlze Sound Byte K-12 Supplemental Lesson. Plans camera slowly pans to a television with "Nixon's Experience?" in all 50 States. the words "Agnew for Vice President?" Kennedy 1960 1. Includes elementary, elelnen displayed on the screen. In less than 30 (www.youtu be.co m/watch ?v= tary Spanish, Middle and High seconds, and without uttering a single chniZrfxF-M) School Volumes word, the Humphrey campaign drew attention to Agnew's qualifications and Every politician, at one time or another, 2. Supplements and enriches all raised the suggestion that he may not has said something he or she regretted. curricula have been qualified to take over the During a presidential campaign, when 3. Emphasis on primary presidency if needed. candidates arc working 24-hour days documents and traveling from city to city, they Malw A Complex Problem Simple arc even more prone to verbal gaffes. 4. Aligns content with Acl vanced "Bear in the Woods" Reagan 1984 When mistakes do happen, the oppos Placement and National (www.youtube.com/ ing side is quick to pounce. Oftentimes, Standards tests watch?v=NpwdcmjBgNA) the miscue is only a small portion of 5. May be modified or taught a much larger speech, but campaigns in segments In a similar strategy, television adver will usc that snippet as a sound byte tisements allow candidates to take a that occasionally can help turn the tide 6. Provides activities and assess complex issue and explain it succinctly of an election. ments from group projects and and in a way that is easy for the average While sound bytes arc regularly used simulations to individual t.asks, person to understand. Ronald Reagan in political propaganda (the 2008 con essays, visuals and more assumed the presidency during the test had plenty in itself, from McCain's 7. Develops civics skills in. critical height of the Cold War and had spent assertion that the "fundamentals of the thinking, active listening and millions of dollars on increasing the economy arc strong" to anti-Ameri problem solving si~e of the military and improving the can rhetoric taken from sermons by nation's defense systems, yet faced criti Obama's former pastor, Reverend 8. Improves understandi1~g of Freedom, Unity, Progress and cism from those who questioned the Jeremiah Wright), few are as obvious Responsibility - America's key as this advertisement from the 1960 need for such spending given the lack characteristics of open hostility with the Soviet Union presidential election. John P. Kennedy's and other communist nations. Moreover, campaign seized on a comment made 9. Award winning design and many Americans were dubious about by President Eisenhower when he was presentation the threat such nations posed. put on the spot by a reporter to describe 10. Tested and proven to raise In this famous ad, the Reagan cam one idea he had adopted from his vice social studies test scores guide paign used the metaphor of a bear in president, Richard Nixon. Eisenhower lines the woods to justify Reagan's defense could not immediately think of an initiatives. Without ever mentioning the answer, and the Kennedy campaign l 11·ovidcd by American Herilngo E1ll:t('4tliouttl Soviet Union onhewords "communism" used his indecisiveness as an attack on Foundation, Inc-, or "socialism," the advertisement raised Nixon's crcdibi lity. The advertisement the question of whether the United ends with another sound byte from contact: States could afford not to continue the Eisenhower, clearly taken from a longer www.americanheritage.org
NovHMilliR I DL!CiiMIIHR 2009 answer, in which he says, "No one can als off of a flower. When the girl reaches for students. Clearly, this advertisement make a decision except me," implying 10, an ominous voice in the background raises questions pertaining to the moral that Eisenhower did not rely on anyone, starts a launch sequence as the camera costs campaigns and candidates are including then-vice president Nixon, for zeros in on the girl's face. At the conclu willing to undertake in order to win an assistance with policy. sion of the countdown, the scene switches election. The aftermath of the Daisy to a loud explosion followed by a mush commercial also raises questions about Fear Mongering room cloud. Finally, the words, "We the role of the media and whether they "Daisy" Johnson 1964 must love each other, or we must die," should perpetuate such fear mongering (www.youtube.com/watch?v=ErSh_ are spoken and the ad encourages through free airtime after the fact. TXun6o) Americans to vote for Johnson on Election Day. Attacking the Record While the Johnson campaign was "Willie Horton" Bush 1988 widely criticized for fear mongering and (www.youtube.com/ the advertisement was pulled after one watch?v=lo9KMSSEZOY) airing, the controversial nature of the commercial provided fodder for news Perhaps no tactic is more effective than programs, where the ad was repeatedly attacking an opponent's political record, played in its entirety. The insinuation especially when a candidate appears to that the election of Republican Barry contradict a prior legislative act or when Arguably the most famous political Goldwater might lead to an escalation a particular policy does not work out as advertisement in history, the "Daisy" of the Vietnam War to the point that planned. In possibly the most famous polit commercial run by the Lyndon Johnson nuclear weapons would be used helped ical attack ad in history, the Republicans campaign in 1964, was only shown once. Johnson claim easy victory in November. effectively sunk the 1988 campaign of The commercial features a little girl In addition to its effectiveness, the com Michael Dukakis using an isolated case innocently picking and counting the pet- mercial remains a valuable teaching tool linked to a weekend furlough program
~ Center for Civic Education PROMOTING THE PRINCIPLES AND PRACTICE OF DEMOCRACY
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The Center for Civic Education pl'oduces quality curricular materials that provide K-12 students with the skills needed "Students are never too young to to participate as effective and responsible citizens. The Center's learn about the Constitution, programs are supported with free professional development and web-based classroom resources. or political philosophy, or their rights and responsibilities." We the People: The Citizen & the Constitution explores the philosophy, history, and fundamental principles DONNA PAOLETTI PHILLIPS of the U.S. Constitution and the Bill of Rights. ROBERT FROST MIDDLE SCHOOL ROCI TO LEARN MORE ABOUT THE CENTER'S PROGRAMS AND REQUEST A FREE CATALOG CALL 800.350.4223 5145 DOUGLAS FIR ROAD, CALABASAS, CA 91302 WWW.CIVICED.ORG [email protected] SociAL EnucATION for Massachusetts criminals, which the words, "Weekend prison passes: Dukakis However, recent campaigns have been governor had supported. The advertise on crime." Subsequently, Bush won a land subject to advertisements made by 527 ment detailed the story of Willie Horton, slide victory over Dukakis organizations (named after the section a convicted first-degree murderer who was of the U.S. tax code that gives them free allowed a weekend pass in 1987. During 527 Advertisements dom from regulation by the Federal his furlough, Horton kidnapped a couple, "Swift Boat Veterans for Truth" Election Commission) that act outside stabbing the man and raping the woman, Bush 2004 the official jurisdiction of a campaign. before stealing the couple's car. (www.youtube.com/ These groups, which exist for both par The advertisement, created by a watch?v=V4Zk9YmED48) ties, have the power to create advertise Republican i ntercst group and never ments that are not officially affiliated officially endorsed by the George H.W. with a particular candidate. The lack of Bush campaign, depicts the case as an affiliation affords candidates deniability, example of the differences between Bush and some politicians have even publicly and Duka kis on crime. After touting denounced 527 ads that unfairly attack Bush's record of supporting the death their opponents. However, by the time penalty for convkted murderers, the ad the advertisement has been aired and explains the weekl~nd pass program and rebroadcast on various news outlets, the then shows an ominous picture of Horton, damage has been done. who, accnrding to the commercial, had Although the George H.W. Bush cam Perhaps the most prominent example been imprisoned for murdering a young paign never endorsed the Willie Horton of a 527's influence is the series of 2004 man in a robbery, "stabbing him 19 times." advertisement, they openly criticized ads made by "Swift Boat Veterans Por The ad tht•n describes Horton's furlough Dukakis for his support of the furlough Truth." Members of this organization crimes, slwwi ng thl' words" kidnapping," program and even aired campaign claimed to have served with Democratic "stabbing," and "raping" under Horton's sponsored ads likening the weekend nominee John Kerry during the Vietnam pictlll'l\ The cnmmt'ITial closes with the passes to a "revolving door" on crime. continued on (Jage 3 62 Bring in a substitute I low can a pig ilnprow your students' g('ograplly skills? llt·if<·r's ( :lohal Ed!lcation R<·soutT<~ Kits an· l>ascd oil 11a1ional slandarcls and put a tl<'\1' spin on C INTf:RNATIONAI. www.helfer.org N (l v I! M ll I! ll I f) I! c li M II II R ~ () 0 9 USING YOUTUBE TO TEACH try link opponents with unpopular or lescents have little knowledge of policy from page 3 2 9 polarizing figures in the hopes that vot and may be swayed by the endorsement ers will begin to make the same asso of a favorite actor or sports star; there War and openly questioned his patrio ciations. While this particular ad from fore, it seems important for teachers to tism and integrity, including the circum 2008lacks subtlety, it provides an excel raise these issues in the classroom. stances surrounding the three purple lent example of transfer. In an effort to hearts Kerry received. This particular mock the hype surrounding Barack Conclusion ad starts with a sound byte from fohn Obama's candidacy, the McCain cam YouTube offers a free and easy way for Edwards, Kerry's running mate, that paign used this advertisement to suggest teachers to bring notions of political encourages people to evaluate Kerry's that Obama was a celebrity who could propaganda to life in the classroom. character by speaking to the men he not be taken seriously, juxtaposing him These 12 commercials certainly do served with in Vietnam. The remain with notable socialites Britney Spears not comprise the entirety of campaign der of the ad shows over a dozen of and Paris Hilton. While students may advertisements that teachers can find Kerry's former comrades, with names not have the political sophistication to on YouTube, but they are representa and ranks highlighted, all of whom understand the significance of partisan tive of many of the various propaganda essentially state that Kerry "could not individuals such as Rush Limbaugh and techniques used during presidential be trusted." Ted Kennedy in presidential propa elections. Moreover, teachers can make Students should note the disclaimer at ganda, they are familiar with the repu use of these ads in a variety of ways to the end of the advertisement that "Swift tations of Spears and Hilton and can further students' conceptions of politics Boat Veterans for Truth is responsible for better understand the notion of trans and political history. the content of this advertisement" and fer. Certainly, teachers could show these is not authorized by any candidate or advertisements to explore the different party. Given that these advertisements Celebrity Endorsement forms of propaganda used in presiden did untold damage to Kerry's campaign, "Chuck Norris Facts" tial elections (as I have done in this students can easily engage in discussions Huckabee 2008 article). Teachers could also time a about the right of 527 groups to influ (www.youtube.com/ propaganda unit to coincide with presi ence presidential elections while not watch?v=M DUQW8LUMs8) dential, congressional, or local elections operating under the same guidelines and use the videos to link classroom as the two major parties. instruction with real-life events. A par ticularly instructive assignment would Transfer ask students to chronicle the political "Obama's Celebrity" McCain ads that they view during their favorite 2008 television shows and document the type (www.youtube.com/ of propaganda technique used in each. watch?v=KOrmOvHysdU) Teachers could also show the adver Believe it or not, politicians occasion tisements in chronological order, not ally do welcome associations with well ing similarities and differences as well known figures. Celebrities tend to as technological advancements, to attract attention, raise money, and may document political change over time. even sway people to vote for a certain Somewhere between "I Like Ike" and candidate. This lighthearted advertise "Swift Boat Veterans For Truth" politi ment by Mike Huckabee during the cal advertising turned increasingly nega 2008 Republican primaries used Chuck tive while becoming more aesthetically Norris, a Huckabee supporter, to inject pleasing. This type of activity could humor into serious issues relating to the One of the more deceptive tricks used prompt discussions on whether negative governor's positions on immigration, by political advertisers is to subtly advertising is successful (even though a taxes, and second amendment rights. associate a candidate with a particular majority of Americans claims to be put This advertisement and others that use person or image. While the message off by such ads), and whether the govern celebrity endorsements can be used to behind shots of candidates standing in ment should enforce tighter regulations broach the question of whether celebri front of an American flag may be fairly on campaign advertising, including 527 ties should play a role in presidential obvious, other examples of transfer are organizations. The various approaches campaigns, and if so, what influence not as easy to detect. Often, campaigns used in these advertisements also lend should they have on voters. Many ado- SociAL EoucATION themselves to discussions on election a presentation where students see the Election (Unpublished Doctoral Dissertation, strategy and the moral responsibility desired video and no inappropriate University of Illinois at Urbana-Champaign, Urbana, Ill., 2009). of candidates. 8 comments or commercial advertising. 4. For example, Magruder's American Government Research has shown that high school Finally, teachers will need to work with textbook by William A. McClenaghan (Needham, students arc political beings and enjoy Mass.: Prentice Hall, 2003) contains the terms "glit their school's technology departments, tering generalities," "scare tactics," and "name calling" discussing controversial issues in their particularly if the school has a policy among others. classes, though substantive discus that blocks community-driven websites 5. Another free website that contains a number of his sions arc more likely if teachers can torical and contemporary political advertisements is like YouTube, MySpace, and Facebook. The Living Room Candidate (www.livingroomcan provide realistic prompts rather than Even though schools may have policies didate.org), but the selection is not as extensive as 1 You Tube. hypothetical cxamplcs. ' The usc of that restrict access to certain websites, 6. Andrew L. Forrest and Ally son J. Weseley, "To Vote authentic campaign propaganda has most operate on servers that allow tech or Not to Vote? An Exploration of the Factors the potential to stimulate purposeful nology specialists to unblock restrictions Contributing to the Political Efficacy and Intent to Vote of High School Students," Journal of Social classroom discussion while fostering the on specific computers or grant admin Studies Research 31, no. 1 (2007): 3-11; Diana Hess llt'CL'Ssary skills for informed political istrator rights that allow individuals to and Julie Posselt, "How High School Students decision making. However, these ben Experience and Learn From the Discussion of view and download restricted content. It Controversial Public Issues," Journal a,( Curriculum dits become moot if teachers arc un:tblc is doubtful that administration officials and Supmvision 17, no. 4 (2002): 283-314. to access YouTube in their classrooms will want to allow access to YouTube on 7. An example of a manipulated carnpaign advertisement can be found at www.youtube.com/watch?v=kYkS or students are accidentally exposed to lab or library computers, but they may MNjYhmk. The video uses the beginning of the inappropriate matcri a I. be willing to lift restrictions on faculty Lyndon johnson "Daisy" advertisement to launch into an attack on several of the Democrats running 'I 'here arc very few restrictions to what computers, especially ifteachers explain for president in 2008_ individuals can post on YouTube. The the planned usage and its pedagogical 8. For an online tutorial on how to embed YouTube owrwhclming volume of videos also potential. videos into PowerPoint, see www.youtube.com/ watch?v=hChq5drjQI4. ma lws it impossible for Yot!I'u be to catch In this digital age of increased com all infractions of regulntions. Therefore, munication, political propaganda has WAYNE JouRNELL is assistant professorofsecond it is essential that teachers preview any become ubiquitous. The fact that politi al')l social studies education at the University of materialthL'Y plan to show in class in its cal advertisements have made their way North Carolina at Greensboro. He can be reached at [email protected]. entirety. Occasionally, YouTubc users onto community-driven websites like will post politically-driven videos using YouTubc is further proof that it is nearly pieces of historical campaign ads that impossible for today's students to avoid Are You Moving? LIH·y haw digitally manipulated in order interacting with politics. It is certain to makl.' a political statement, oftl~nusing that students will encounter political Have A New E-Mail i n;tccurate i 11 formation or inappropriate television advertisements every elec Address? language to prove their point. Watching tion cycle, with even more frequency only the first few seconds of a video wi II during presidential election years. If Go to the members-only link at socialstudies.org/membership to not always alert users to fake campaign teachers can train students to analyze renew your membership, change advertisements so it is important that the propaganda they see and hear, then your address, or update your mem teachers use diligence when selecting social studies courses may move further ber profile. That way, there'll be no and previewing videos:' toward om goal of producing engaged, gap in the delivery of your NCSS Teachers can minimize these risks by discernable voters. m1 publications. control I i ng student access to unwanted And include your e-mail address to matl'l'ial. With community-driven web Notes receive TSSP Update, which arrives sill'S, instruction is safest and most effec I. Wayne jnumcll. "Standardizing Citizenship: The only by e-mail several times a year. Potentiallnlluence of State Standards on the Civic tive when teachers take responsibility Development of Adolescents," PS: Political Scimce for finding and using videos rather than & Politics (in press); joseph Kahnc and Ellen You can also reach the Membership giving students control and letting them Middaugh, "High Quality Civic Education: What Is Department at It and Who Gets ll?" Social !i(lucation 72, no. 1 membersh [email protected]. haphazardly enter information into (2008): :i,t-39; Stephen M;tccdo ct a! .. Democracy at Risk: /low Political Choices Undermine Citizen search engines. In fact, teachers can l'artidpation, awl What We Can Do About It n·move almost all risk associated with (Washington, D.C.: Brookings Institution Press, using YouTube by embedding videos ZOOS). 2. Mary E. Haas and Margnret A. Lmtghlin, '"leaching into PowerPnint slides that they can then thl' 2000 Elt"lion: A K-12 Survey," JournalofSocial show in class. In just a few easy steps, St.udics liesearch 26, no. 2 (2002): 20. teachers can finu videos on YouTubc, 1 joumdl. 7caching Politics: A Study of liigh School (,'oVt:rmnmt Courses and the 2008 Pre.1idcntial inscn them into PowerPoint, and create Nov I! M uE 11 I DEc n M B H R zoo 9 m