Hot and Cool Continued: An an Analysis of Hillary Clinton’s & Elizabeth May's Campaign Ad

2012 Words9 Pages
Hot and Cool Continued: An an Analysis of Hillary Clinton’s & Elizabeth May’s Campaign Ad Thesis: After analysis of their local campaign videos, although Hillary Clinton and Elizabeth May could, overall, be characterized as hot candidates, Elizabeth May’s degree (hot or cool) varies depending on the ground of audience viewing the campaign video: Those who know or already support her would view her appearance, personality, and message as hot while those who do not would view them as cool. Introduction: Hot and Cool Revisited In the late 1950’s, communications theorist, Marshall McLuhan, developed a classification scheme to categorize past, existing, and future media: cool or hot. According to a 1961 interview with Playboy Magazine and in his book “Understanding Media,” McLuhan identified media which contain “[high] definition qualities” as hot and media which contain “low definition qualities” as cool (“The Playboy Interview”). Although applicable to media from a variety of traditional sources, such as television and film, McLuhan also applied his categorization scheme to categorize political candidates. Using a set list of features presented in the previous paper, the paper will analyze nationally broadcasted interviews and campaign videos of female political federal election nominees Hillary Clinton and Elizabeth May to identify them as either hot or cool candidates. Using this categorization, the paper will analyze the political factors which influence whether a candidate is hot or cool. Therefore, as in the previous paper, for the scope of this analysis, a hot political candidate can be best described as one with a well-defined and strong personality, appearance, and message/value: Similar to a photograph, people can ea... ... middle of paper ... ...outsider with an understanding on the “real issues,” unlike the other leaders campaigning in her region, May also presents herself as understanding the failures of established Ottawa politicians. As a result, she presents her self in an aggressive figure, a hero who is ready to “address” and “fight.” Although Hillary Clinton does present herself in hero-like position to cultivate change within the establishment, she presents her self in a less threatening light. Therefore, after analysis of their local campaign videos, although Hillary Clinton and Elizabeth May could, overall, be characterized as hot candidates. However, Elizabeth May’s media degree varies depending on the ground of the audience viewing the campaign video: Those who know or already support her would view her appearance, personality, and message as hot while those who do not would view them as cool.

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