Dr. Victoria M. DeFrancesco Soto

Dr. Victoria M. DeFrancesco Soto

About

Victoria is Assistant Dean at the LBJ School of Public Affairs and a contributor to MSNBC and Telemundo. Her areas of expertise in the domestic policy landscape include immigration, Latinos, women and childcare, and economic equity. more→

Research

Victoria brings an interdisciplinary lens to understanding policy development and its intersection with institutional and political contexts. Underlying her academic work is the applicability of rigorous research to on-the-ground policy realities.

Dr. Victoria M. DeFrancesco Soto
Dr. Victoria M. DeFrancesco Soto

Recent Media

This post originally appeared on The Nation blog.

A father recounts the story of how his fourteen year-old daughter disappeared in New York City for three days. He then describes how his business partner closed the company and brought almost all of the employees to New York to set up a command center and search through the night. The father chokes up when he remembers how his business partner said, “I don’t care how long it takes we’re going to find her.” The girl was found and the 30-second ad spot concludes with the father stating that the man who saved his daughter was Mitt Romney.

The missing girl ad is a remarkable ad, not because of the story but because of the shift in strategy by the Romney campaign. Stories that pull at the heartstrings are commonplace in political ad narratives. However, the positive and personal tone of the ad is exceptional in relation to the consistently negative and depersonalized tone Romney has struck thus far.

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In the last section of the program we discuss negative political advertisements. For better or for worse, political ads are a ubiquitous presence in our political landscape, however over the last couple of years ads have gotten more creative and hard hitting. What is important to remember about political ads, like any type of ad, is that the verbal message is just one small part of the overall message delivery. In the case of negative political ads, the non-verbal emotional cues elicited by music, colors, and camera work are immensely important — a picture is worth a thousand words.