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One UA School of Media Arts student studied what he says is a lack of authenticity in political campaigns. He'll present a paper on the topic during a national conference this semester.

Consider the presidential hopeful who will get your vote this year. Will you mark the bubble beside that person’s name because you admire the candidate’s track record and issue positions, or because the contender is witty, charming and likable?

Voters should seriously consider that question, especially now, said Doug McConville, a University of Arizona School of Media Arts junior studying films – dating back to the John F. Kennedy era – that represent political candidates.

McConville will present a paper on the topic and sit on a panel discussing such issues during the 2008 Popular Culture Association and American Cultural Association National Conference in California this March.

His paper, "The Crowd as Authentication of Reality in Mediated Presidential Primaries,” evaluates how filmmakers and the media – and, in some cases, the candidates themselves – use crowds to help promote what he said are iconic political images.

He studied films such as “The War Room,” which documented Bill Clinton’s campaign leading up to the 1992 presidential election, and “Primary,” a film that followed Kennedy and Hubert Humphrey during a primary in 1960.

“Themes, signage, slogans, memos, press releases, campaign videos, town hall meetings, rallies, national conventions are all used to convey images or themes of group identify, of a crowd’s presence and promote the power of the crowd,” McConville’s paper states.

While he said it is difficult to tell when a person is being true or not, such things are not authentic representations of a candidate, or what a candidate cares for. "The bulk of my argument is asking what we can take for face value from politicians and political campaigns."

Jennifer Jenkins, a media arts associate professor, said that not only is McConville's work important to his program and school, but it is also important for the public.

"A study of the media manipulation of crowds in the image-making of political campaigns can only help the voters," Jenkins said. "It's a great example of why understanding of the moving image is essential in the 21st century political climate."

McConville also argues that political campaigns have become too much like popularity contests where candidates with more money raised, the most press time and larger crowds at their rallies are deemed more successful.

“These are metaphorical ideas about the type of support candidates have or don’t have,” said McConville, who will present his ideas at the conference, which is being held March 19-22 in San Francisco.

McConville said it also appears that some candidates spend more time working with consultants “structuring their message” rather than being “authentic” or substantive. All of this promotes what McConville considers to be “false images of political icons.”

McConville does offer up solutions to break through the supposed superficiality, such as improved support of independent media outlets, more diversitifaction of voices in the media, increased in-depth coverage of presidential primaries and an improved awareness and participation on the part of the public.

He also proposes that the U.S. Congress create a forum or arena on the Web that would allow members of the public to become more engaged in discussions or debates about the political process, whether it involves legislation or political candidates.

“I think a lot of people are skeptical today,” said McConville, who plans to enroll in graduate school next year and continue studying media and politics. “We need to have, as much as possible, an educated and informed citizenry.”