Rather than
strictly visual impression or depiction, the term political image
refers to a carefully constructed condensation of all the attributes a
candidate wants to convey to the voters into easily recalled, visual and verbal
symbols. – 135
A New Rhetorical
Genre Emerges
Common Patterns
in Convention Films
The Gore Family
Photo Album
Implications of
Schema Theory
According to this
[schema] theory, people abstract information from their personal and vicarious
experience to create mental constructs that organize information about
situations and individuals. Each mental construct, or schema, includes a
conception of a general pattern, as well as a limited number of illustrative
examples. This cognitive structure is used to process new information or to
retrieve existing information. -146
Once schema has
been developed and a judgment put into place, it is particularly difficult to change
because people engage in selective perception. – 147
Bush’s Paean to America
Conclusion
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