COMM Doctoral Student Authors New Book about Political Ads
September 15, 2021 Communication
Montgomery authors first book on horror framing and the presidential political commercials of the 21st century.
In Horror Framing and the General Election: Ghosts and Ghouls in Twenty-First-Century Presidential Campaign Advertisements, UM doctoral student Fielding Montgomery reveals a pattern of mostly increasing horror framing implemented across presidential elections from 2000 to 2020. By analyzing the two most common frameworks of horror within U.S. popular culture (classic and conflicted), he demonstrates how such frameworks are deployed by twenty-first-century U.S. presidential campaign advertisements. Televised advertisements are analyzed to illustrate a clearer picture of how horror frameworks have been utilized, the intensity of their usage, and how self-positive appeals to audience efficacy help bolster these rhetorical attempts at persuasion. Horror Framing and the General Election shows readers how the extensionally constitutive ripples of horrific campaign rhetoric are felt in contemporary political unrest and provides a potential path forward.