The Politics of Cognitive Dissonance: Spin, the Media, and Race (and Ethnicity) in the 2008 US Presidential Election

Abstract

This article examines the roles of spin, the media, and race (and ethnicity) in influencing voter behavior in the 2008 US presidential election. It invokes the concept of cognitive dissonance to explain how political strategists effectively propagandize – i.e., “reinvent their candidates” and “reinvent their opponents' actual record” – in order to successfully garner votes for their candidates. In particular, it considers spin and how spin and the media are used to shape public opinion by causing voters to distrust the veracity, credentials, and records of opposing candidates and to set the policy agenda. It also discusses how race, ethnicity, gender, and policy issues were used in the 2008 US presidential election campaign, and describes the impact of “spinning” on voter behavior and the election outcome. Equally important, it discusses the implications of the Obama victory for Canadian governance in two pivotal areas: domestic race relations and direct parliamentary representation of minorities. The article closes with a brief discussion of the symbolism attributed to Barack Obama's electoral victory by both American and Canadian voters.