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A New Beginning: A Textual Frame Analysis of the Political Campaign Film by Joanne Morreale

A New Beginning: A Textual Frame Analysis of the Political Campaign Film

by Joanne Morreale
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Book cover type: Paperback
  • ISBN13: 9780791406090
  • Binding: Paperback
  • Subject: N/A
  • Publisher: State University of New York Press
  • Publisher Imprint: State University of New York Press
  • Publication Date:
  • Pages: 154
  • Original Price: GBP 27.0
  • Language: English
  • Edition: N/A
  • Item Weight: 250 grams
  • BISAC Subject(s): Political Process / Political Parties

This book is a postmodern analysis of Ronald Reagan's 1984 film, A New Beginning, which marked the coming-of-age of the televisual political campaign film. The film was a landmark in the art of political filmmaking. Its thesis proclaimed a resurgence of American pride, patriotism, and prosperity under the leadership of Ronald Reagan. A New Beginning was unprecedented for a number of reasons: it replaced the traditional nominating speech for the candidate at the Republican National Convention; its form was a hybrid documentary and advertisement; it illustrated the use of televisual rebirth rhetoric to gain public support for a political ideology; and, most importantly, the masterful project documented a shift from verbal to visual rhetoric in American presidential campaigning.

The author examines the film as a cultural text and as an effective political tool. Framing, ideology, myth, and visual cliché are analytic tools used to deconstruct the film; the method combines rhetorical theory with communication theory and semiotically-based theories of film and television. Morreale gives insight into the increasingly prevalent use of television to create a political reality.

Joanne Morreale is Assistant Professor of Speech Communication at Northeastern University.

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