Abstract
Looking back on the TV coverage of the general election campaign in 2009, we find that the manifests were very frequently quoted and discussed although the entire coverage time was comparatively short. However, because the points in dispute taken up on TV program were very close to those set up by DPJ and also because the policies were not severely presented both in their whole range and in separate aspects at issue, the entire series of coverage turned out, after all, to be just like publicity campaign of DPJ in as much as the images of people in distress were mostly dispatched through VTR news program. Also on the TV discussion programs DPJ did not present the whole range of their policies to be pursued after accession to power but only individual “promises”, and on commercial messages returned one more to the policy of appealing to the people's “anxiety” and/or “dissatisfaction”. This was party due to their efforts to adjust themselves to the fluctuating election market, and therefore responsible for the difficulty felt at the stage of “delivery” of their post-election policies.
