"Beginning with the 1984 presidential campaign, the neoconservative Reagan administration and the Christian Right accelerated their use of television and video imagery to capture political discourse- and power. Along with a new series of "Ron and Nancy" commercials, the Reverend Pat Robertson's "700 Club" (a kind of right-wing talk show), and a resurgence of Good versus Evil kiddie cartoons, American television and video viewers were bombarded with the newest "pro life" propaganda piece, The Silent Scream. The Silent Scream marked a dramatic shift in the contest over abortion imagery. With formidable cunning, it translated the still and by-now stale images of fetus as "baby" into real-time video, thus (1) giving those images an immediate interface with the electronic media; (2) transforming antiabortion rhetoric from a mainly religious/mystical to a medical/technological mode; and (3) bringing the fetal image "to life. "On major network television the fetus rose to instant stardom, as The Silent Scream and its impresario, Dr. Bernard Nathanson, were aired at least five different times in one month, and one well-known reporter, holding up a fetus in a jar before 10 million viewers, announced: "This thing being aborted, this potential person, sure looks like a baby! This statement is more than just propaganda; it encapsulates the "politics of style" dominating late capitalist culture, transforming "surface impressions" into the "whole message." The cult of appearances not only is the defining characteristic of national politics in the United States, but it is also nourished by the language and techniques of photo/video imagery. Aware of cultural trends, the current leadership of the antiabortion movement has made a conscious strategic shift from religious discourses and authorities to medicotechnical ones, in its effort to win over the courts, the legislatures, and popular hearts and minds. But the vehicle for this shift is not organized medicine directly but mass culture and its diffusion into reproductive technology through the video display terminal."