{"id":18608,"date":"2016-04-18T13:14:39","date_gmt":"2016-04-18T17:14:39","guid":{"rendered":"http:\/\/carleton.ca\/edc\/?p=18608"},"modified":"2022-01-06T15:45:20","modified_gmt":"2022-01-06T20:45:20","slug":"carleton-prof-tracking-music-on-the-american-campaign-trail","status":"publish","type":"post","link":"https:\/\/carleton.ca\/tls\/2016\/carleton-prof-tracking-music-on-the-american-campaign-trail\/","title":{"rendered":"Carleton prof tracking music on the American campaign trail"},"content":{"rendered":"

By Alison Sandstrom, TLS staff writer <\/em><\/p>\n

For years James Deaville has studied how music is used in advertising. Now the Carleton music professor is applying his analysis to whole new kind of marketing: political campaigning.<\/p>\n

\u201cMusic can be manipulative and you might not even notice it\u2019s there. It\u2019s the ultimate hidden persuader,\u201d he says.<\/p>\n

Deaville joined a team of American and Canadian academics to create the website Trax on the Trail<\/a>. The website catalogues the music that candidates are using in attempts to shape their brands in the run up to the 2016 presidential election.<\/p>\n

\u201cMusic helps to identify the candidate and it provides a backdrop for their message,\u201d says Deaville.<\/p>\n

Republican nominee front-runner, Donald Trump, has used a wide range of musical selections. He predictably employs classical rock tunes, including Neil Young\u2019s \u201cRockin\u2019 In The Free World\u201d \u2013 much to the singer\u2019s disapproval. But Trump has also recently begun using the Puccini\u2019s operatic aria \u201cNessum dorma\u201d at rallies, a song Deaville believes is in line with the powerful image he is trying to portray.<\/p>\n

On the opposite end of the political spectrum, Senator Bernie Sanders relies heavily on the music of his youth \u2013 1960s Motown and folk revival.<\/p>\n

\u201cHis music always seems consistent with his message of revolution and socialist change,\u201d says Deaville.<\/p>\n

Deaville says Hillary Clinton has been criticized for music choices the public perceives as pandering. Her Spotify playlist includes hits from artists like Katy Perry and Pharrell.<\/p>\n

\u201cShe\u2019s attempting to use music to reach out to a younger demographic, but people question if she even listens to that type of music,\u201d says Deaville. \u201cI\u2019ve suggested that Elton John might be a little bit better at tying her to the demographic who\u2019s likely to vote for her.\u201d<\/p>\n

Deaville says it\u2019s important politicians\u2019 music choices appear sincere. Ben Carson\u2019s attempt to appropriate rap with the original song \u201cFreedom\u201d backfired terribly when the public rejected it as an obvious attempt to reach out to African-American voters.<\/p>\n

Barack Obama, on the other hand, has been affectionately dubbed the \u201cHip-Hop President.\u201d<\/p>\n

\u201cWith Obama the artists themselves gave him endorsements, so there was no question about authenticity there,\u201d says Deaville.<\/p>\n

Deaville says he hopes Trax on the Trail will give voters an educational and entertaining insight on how politicians are employing music to try and woo them.<\/p>\n

\u201cAs much as possible, we want to have an informed electorate going to the polls in 2016,\u201d he says. \u201cWe want people to listen to the election, instead of just watching it.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

By Alison Sandstrom, TLS staff writer For years James Deaville has studied how music is used in advertising. Now the Carleton music professor is applying his analysis to whole new kind of marketing: political campaigning. \u201cMusic can be manipulative and you might not even notice it\u2019s there. It\u2019s the ultimate hidden persuader,\u201d he says. Deaville […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","_mi_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[1],"tags":[],"yoast_head":"\nCarleton prof tracking music on the American campaign trail - Teaching and Learning Services<\/title>\n<meta name=\"description\" content=\"By Alison Sandstrom, TLS staff writer For years James Deaville has studied how music is used in advertising. 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