Before Joe Biden withdrew from his presidential campaign, Pablo Boczkowski published an article in Infobae titled “Biden, Democrats, and the Media,” where he examined the influence of television in political campaigns. He pointed out that television still plays a crucial role, as it offers a sense of direct communication that social media lacks. Boczkowski also emphasized that Kamala Harris now faces the challenge of developing a communication strategy in a short timeframe. He believes that her entry into the race will add even more uncertainty to an already unpredictable campaign.
Boczkovski is a Communication professor at Northwestern University, recognized for his deep understanding of media and digital culture. Currently, he serves as co-director of the Center for Media and Society Studies.
He stressed that television remains important in mass communication, a fact that authoritarian figures find unsettling. Professional and critical journalism is a cornerstone of democracy, which often frustrates those who think they possess the ultimate truth.
Boczkowski’s analysis, particularly following the first and only presidential debate between Trump and Biden, revolves around the paradox that while artificial intelligence was expected to dominate the campaign, a mere 90 minutes of television shifted perceptions entirely. During the 2016 election, Hillary Clinton, the former senator and secretary of state, had strong backing from traditional media, while the Democratic Party overestimated that influence compared to social media, which Trump’s campaign undervalued. Although television has evolved since 1950, as seen in the Kennedy-Nixon debate, its impact remains significant.
Television provides continuous access to a candidate’s persona, a contrast to platforms like TikTok, where manipulation is simpler. Underestimating television’s power cost Biden his campaign. He showcased weaknesses in his vitality for 90 minutes before an audience of 51 million, turning a race supposed to highlight artificial intelligence into one focused on traditional media and analog culture. Historical media trends show shifts in dominance rather than outright replacements.
When discussing partisan channels like FOX News and CNN, Boczkowski remarked that Argentine channels seem to increasingly resemble the American model. Notably, post-debate exposure for Biden generated more doubts than reassurances. While polarization in television is frequently discussed, this situation illustrates instances where communication transcends that divide. Television fosters a unique sense of direct communication between the audience and the camera, which is absent in written media or social networks.
As for Kamala Harris, Boczkowski sees her as a significant unknown. Although she was a presidential candidate in 2020 for a brief period, her visibility as vice president has been limited, leaving few precedents to gauge how she will perform. As she embarks on her campaign, she will need to create a strategy quickly, without the opportunity for testing it first. Her entrance adds further uncertainty to an already unpredictable campaign, and there seems to be little clarity on what the future holds as the election approaches. Current polls do not offer much insight into potential outcomes, especially with September on the horizon.
Source: https://www.perfil.com/noticias/modo-fontevecchia/pablo-boczkowski-subestimar-el-poder-de-la-tv-le-costo-la-candidatura-a-biden-modof.phtml
