ABSTRACT
This chapter explores the importance and influence of television (TV) in presidential races, examines how Democratic candidates have failed to use TV effectively in campaigns, and sets forth TV strategies for future Democratic presidential hopefuls. The Democrats will have the ultimate political opportunity in 1992 given the numerous viable, pertinent issues accessible to attack. TV has increased our ability to communicate instantly and more comprehensively. Even though one may conclude that the early TV spots lacked the sophistication of TV standards, contemporary Democratic presidential candidates have the same opportunities to use TV as creatively and effectively as Eisenhower and Reeves had done. Any discussion of political communication through the medium of TV should point up the great success of Ronald Reagan, who enjoyed tremendous popularity despite obvious gaffes and a poor grasp of the details of issues. TV determines electoral success, or failure, in political races at all governmental levels.
