Technodistortions

TechnoDistortions is a word that has been used to describe the distortions in audio and video messages caused by the use of various technologies to alter the messages. TechnoDistortions have been defined by Lynda Lee Kaid and other researchers as any use of technology that may give the viewer a false, distorted, deceptive, or misleading impression. The concept has primarily been applied to political advertising but could potentially be present in other types of political messages. TechnoDistortions were first used in television commercials during the 1952 presidential election. Television advertising has since become the dominant form of communication between the candidates and voters in the United States and many other countries.

Studies have shown that exposure to political spots affects voter knowledge levels, attitudes toward candidates, and voting behavior. However, with these potential effects come concerns about the ability of television spots to manipulate the images to which voters are exposed. Concerns have increased with advances in video and computer technology.

TechnoDistortions fall into five different categories. First, there are editing techniques which include rearranging video or audio, using audio or video out of its proper or original context, or the juxtaposition of two or more images or sounds to create a falsehood that [Page 782]misleads the viewer. A second type of TechnoDistortion is the use of special effects such as animations, slow and fast motion video, inappropriate sound effects, or other specialized audio, video, or computerized techniques. Dramatizations are a third type of potential TechnoDistortion. Dramatizatons include staged action, often using performers. The famous “Daisy Girl” spot from 1964 is an example of a dramatization. A fourth possible type of TechnoDistortion is a computerized alteration that uses computer technologies to alter or create images or sound. For instance, morphing, color alterations, changing a person's features, or altering a real-life setting might fall into this category. The fifth and final category of TechnoDistortions is subliminal techniques, which are the integration of a message below the normal threshold of human recognition or awareness. Such distortions are rare in political ads; but some have been identified by researchers.

Political ads from political campaigns have been analyzed over long periods of time to determine how often TechnoDistortions occur in ads. Research initially concluded that about 15% of all political ads since 1952 have used one or more of these five types of TechnoDistortions to mislead voters. However, the growth in the use of computers and technology has greatly increased the presence of such techniques, and political campaigns in 1996, 2000, and 2004 had much higher rates of TechnoDistortions. TechnoDistortions are much more common in negative, or attack, advertising than in positive advertising.

An important question is whether or not the presence of such distortions influences how voters react to political spots and to the candidates who sponsor them. Unfortunately, research has shown that candidates who use such distortions are often successful in fooling voters and enhancing their support and the likelihood of voting for the sponsoring candidate. However, researchers have also found that making voters aware of the TechnoDistortions, increasing education about the distortions and how they are done, can reduce the negative impact on voters. Thus, voters with a higher level of visual literacy, who recognize and understand visual distortions, are less likely to be affected negatively by them.

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