Magical Words and Plain Campaigns.

This article examines the impact of political language on the 1984 election campaign in the U.S. The meanings that are conveyed through condensation symbols and other well-chosen words and pictures are a major factor in structuring the political scene and the course of politics. Unfortunately, these meanings often harm the political process. The 1984 campaign set the stage for destroying the good images of basically worthy contenders. It provided grounds for cynicism about the political process. It served to confuse the public through faulty linkages. It managed to enhance racial polarization in politics. And it tempted the candidates to make untenable political commitments that were apt to haunt them in their presidency. The use of words and symbols may be magical, but it is not a surefire magic wand for being master of the political scene.