Compares the visual structuring of the 1976 and 1984 nationally televised presidential campaign debates, isolating changes in visual structuring that could interfere with the comprehension of verbal content, undermine the political purpose of the encounters, and promote unequal visual treatment of candidates. Reveals three changes in visual…

Recognizes the Kennedy-Nixon debate (in which alleged viewer disagreement was unsupported) as the seminal element in support of the position that television may distort the substance of political communications. Argues that although visual cues undoubtedly have potential to influence the perception of candidates, the nature of that influence…

Analyzes the television advertising of the two female candidates for Nebraska governor in 1986 to examine identity-building strategies in the campaign. Finds that gender perceptions were a factor even in this "genderless" election, and each candidate's political identity was constructed through the interaction of gender characteristics…