Off-campus Eastern Washington University users: To download EWU Only theses, please use the following link to log into our proxy server with your EWU NetID and password.

Non-EWU users: Please talk to your local librarian about requesting this thesis through Interlibrary loan.

Date of Award

Spring 2019


Access restricted for 5 years to EWU users with an active EWU NetID

Date Available to Non-EWU Users

June 2024

Document Type

Thesis: EWU Only

Degree Name

Master of Science (MS) in Communications


Communication Studies


This study examines the visual and verbal components of Kyrsten Sinema’s and Martha McSally’s campaign video announcements as both candidates competed for the 2018 Arizona Senate. The primary research objective was to understand how the audience demographics and the rhetorical situation faced by each candidate affected the choice of visual components for the persuasion of potential voters. The study concludes that the visual messages were chosen primarily to appeal to each candidate’s supporting viewers. Sinema’s message, however, was more intersectional in that it appealed to a larger body of potential voters across party lines. The candidates appeal to voters using difference visual and verbal strategies to accomplish increasing voter intensity among current supporters and appealing to voters who might initially prefer their opponent.