The wide swings in debate performances by this year’s presidential candidates may reflect the fact that in modern campaigns, a candidate’s image is the message, according to a new book.
“The message is an all-encompassing collage of impressions, including the image politicians project with their personal style and language and the visual images they use to communicate their approachability with the electorate. It’s a form of branding,” says Michael Silverstein, professor of anthropology, linguistics, and psychology at the University of Chicago and author of Creatures of Politics: Media, Message and the American Presidency.
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