Horror Framing and the General Election: Ghosts and Ghouls in Twenty-First-Century Presidential Campaign Advertisements

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Format: Hardback
Length: 240 pages
Publication date: 21 September 2021
Publisher: Lexington Books

In his groundbreaking work, "In Horror Framing and the General Election: Ghosts and Ghouls in Twenty-First Century Presidential Campaign Advertisements," Fielding Montgomery delves into a chilling pattern of increasing horror framing observed across presidential elections from 2000 to 2020. By meticulously analyzing the two most prevalent frameworks of horror within United States popular culture—classic and conflicted—he sheds light on how these frameworks are skillfully deployed in twenty-first century U.S. presidential campaign advertisements. Montgomery's analysis takes us on a journey through televised advertisements, providing a clearer picture of how horror frames have been utilized, the intensity with which they have been employed, and how self-positive appeals to audience efficacy serve to bolster these rhetorical attempts at persuasion.

Uncovering seven significant implications of campaign horror framing, Montgomery reveals that horror frames permeate our lives, become normalized, polarize society, evoke demonic qualities, invade our personal space, are insidious in their impact, and ultimately lead to a sense of nihilism. This book is a must-read for scholars of communication, political science, film, and rhetoric, as it offers valuable insights into the extensionally constitutive ripples of horrific campaign rhetoric and provides a potential path forward in navigating the turbulent waters of contemporary political unrest.

Through his meticulous research and compelling analysis, Montgomery invites us to contemplate the profound impact of horror framing on our political discourse and society. He challenges us to be more aware of the rhetorical strategies employed by politicians and media outlets, and to critically evaluate the messages they convey to our communities. "In Horror Framing and the General Election" serves as a timely reminder that the power of language and imagery can shape our perceptions, influence our decisions, and ultimately shape the course of our nation.

Weight: 585g
Dimension: 229 x 161 x 21 (mm)
ISBN-13: 9781793643216