Editing Sound bite (section)

== History ==

In the 1960s and 1970s, pressure from [[Advertising|advertisers]] on the [[Television in the United States|American television industry]] to create entertaining news material made sound bites central to political coverage. Politicians began to use [[Public relations|PR]] techniques to craft self-images and slogans that would resonate with the television-viewing audience and ensure their victory in campaigns.<ref name="KazinEdwards2011">{{cite book|author1=Michael Kazin|author2=Rebecca Edwards|author3=Adam Rothman|title=The Concise Princeton Encyclopedia of American Political History|url=https://books.google.com/books?id=7hScNkRpePoC&pg=PA401|date=21 August 2011|publisher=Princeton University Press|isbn=978-0-691-15207-3|page=401}}</ref> The term "sound bite" was coined in the late 1970s, several years before the presidency of [[Ronald Reagan]], who was famous for short, memorable phrases like, "[[Mikhail Gorbachev|Mr. Gorbachev]], [[tear down this wall]]!" in reference to the [[Berlin Wall]].<ref name="SujanskyFerri-Reed2009">{{cite book|author1=Joanne Sujansky|author2=Jan Ferri-Reed|title=Keeping The Millennials: Why Companies Are Losing Billions in Turnover to This Generation- and What to Do About It|url=https://archive.org/details/isbn_9780470438510|url-access=registration|date=2 June 2009|publisher=John Wiley & Sons|isbn=978-0-470-43851-0|page=[https://archive.org/details/isbn_9780470438510/page/174 174]}}</ref>

During the [[1988 United States presidential election]], candidate [[Michael Dukakis]] highlighted the prominent role of sound bites and [[Spin-doctors|spin doctors]] in political campaigns by running a commercial that mocked contender [[George H. W. Bush]]'s handlers' frustration over the [[gaffe]]s of his vice presidential running-mate [[Dan Quayle]].<ref name="Dahlgren1993">{{cite book|author=Peter Dahlgren|title=Communication and Citizenship: Journalism and the Public Sphere|url=https://books.google.com/books?id=KrR1YMHi8ZwC&pg=PA122|date=12 November 1993|publisher=Psychology Press|isbn=978-0-415-10067-0|page=122}}</ref>