Television: Electronic Politics: The Image Game

(8 of 8)

None of the expenses for such specialists would be affected by the bill now before Congress. Nor would it cure the ills of shaped images and staged "news" events or turn electronic campaigning toward the educational process that would elevate campaigning. But it would be a healthy first step in lowering the level of television and radio spending. The bill, aside from repealing the equal-time requirement for presidential elections, would limit all radio and television spending for all federal offices, governorships and lieutenant governorships to 70 for each vote cast in the previous election and half that amount in primaries. Rockefeller, for instance, would be limited to $431,000, little more than a fourth of what he says he will spend. The bill—which would not affect the 1970 elections—would also require broadcasters to charge candidates the lowest possible price under their rate structures.

Other reforms have been proposed, and some merit serious consideration. Full or partial tax deductions for small political contributions could help defray the cost of campaigns, limit reliance on special-interest groups and involve voters in an active rather than passive role. Another proposal, advanced by the Twentieth Century Fund, would try to create the conditions for constructive discussion of the issues. Under it, presidential candidates of the major parties would appear on six half-hour programs simultaneously shown on every station in the country during prime evening hours in the 35 days preceding the election. Minor party candidates would receive less time. The Federal Government would pay for the time at half the normal rate, and the programs would have to "substantially involve the live appearance of the candidates"—thus forbidding use of the time for skillful, image-shaping documentaries or mere extravaganzas. They would also be required "to promote rational political discussion." But whose standards are "rational" is undefined.

Some system for making TV time available to candidates without masses of money is obviously necessary; with some ingenuity, it should be feasible. Making TV an instrument of reform and rendering political debate rational is another matter. However desirable, that is an idea that may have to sit atop the flagpole for a while, waiting for someone to salute.