Political Campaign Communication

ISBN-10: 0205006094
ISBN-13: 9780205006090
Edition: 2nd 2013 (Revised)
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Description: Updated in its 2nd edition Political Campaign Communication examines the ins and outs of political campaigning through the eyes of both an academic and a political consultant.Unlike many texts in this field, Political Campaign Communication takes a  More...

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Book details

List price: $54.99
Edition: 2nd
Copyright year: 2013
Publisher: Allyn & Bacon, Incorporated
Publication date: 2/21/2012
Binding: Paperback
Pages: 320
Size: 7.50" wide x 9.25" long x 0.75" tall
Weight: 1.144
Language: English

Updated in its 2nd edition Political Campaign Communication examines the ins and outs of political campaigning through the eyes of both an academic and a political consultant.Unlike many texts in this field, Political Campaign Communication takes a broad view of political campaigning, discussing theories and principles, along with topics such as political socialization, the role of money, ethics, and critical events.

Preface
An Overview of Political Communication Issues
Political Communication: An Introduction
Academic Observers vs. Professional Practitioners
The Outside View of Academics
The Inside View of Political Professionals
Areas of Research Related to Political Campaign Communication
Persuasion
Organizational Communication
Interview with James T. Kitchens
Advertising
Marketing
Group Communication
Political Science
The Distinctive Nature of Political Communication
Defining Political Communication
Summary
Questions for Discussion
Political Socialization: The Development of Political Attitudes
Major Socialization Agents
Family
Media
Political Parties
Other Socialization Agents
Peers
Schools
Political Socialization Styles
The Invisible Youth Vote
The Social Cost of Voting
Partisan Orientations and the Political Consultant
Summary
Questions for Discussion
Campaign Strategies
Strategy Analysis
SWOT Analysis
Who'll Say What
CAT Analysis
Situational Analysis
Two Strategic Models
The In Man-Out Man Strategy
Assumed Incumbency Strategy
Three Traditional Models
The Easy Decision
Ticket-Splitting
The Least Objectionable Candidate
Two Strategies for the Twenty-first Century
Partisan Politics and "The Permanent Majority"
The Political Brain
Positional Strategies
Summary
The Image of the Political Candidate
The Nature of Candidate Images
The Development of Candidate Images
Cognition
Evaluations
Behavioral Manifestations
Image Influences on Election Decisions
Campaign Influences on Images
The Role of Gender
Summary
Media Theory and Political Communication
The Bullet Theory (Hypodermic Model)
Propaganda Techniques
Propaganda Techniques
The Limited Effects Model
Criticisms
Campaign Implications
Agenda Setting
Agenda-Setting Models
Research Considerations
Low Motivation
Uses-Gratification
Relational Theories
The Friendship Theory
Political Relationships
Influence Gaps
Other Issues
Summary
Questions for Discussion
The Campaign Team
Campaign Organization
Organizational Roles
Political Parties
Summary
Questions for Discussion
Campaign Communications in the Mass Media
The Effectiveness of the Process
Schools of Consulting
The Tasks of the Consultant
Message Development
Scriptwriting
Cinematography and Videography
Editing
Time Buying
Decisional Strategies for Time
Buying
Traffic
Other Campaign Media
Newspaper Ads
Outdoor Advertising
Books
The Ongoing Process
Summary
Questions for Discussion
Campaign Communications Direct Voter Contact
Phone Banks (Political Telemarketing)
The Functions of Phone Banks
The Telephone Bank Process
Other Types of Telephone Banks
The Weaknesses of Telephone Banks
Something New Under the Sun
Direct Mail
Case Study: Election Day in Florida, 2000
Summary
Questions for Discussion
Political Speeches
The Nature of Political Speeches
The Speechwriter and the Process
Message Framing
Word Choice
Sound Bites
Humor
Types of Campaign Speeches
The Stump Speech
The Issue Speech
The Event Speech
Playing Defense
The Apology-The Mea Culpa
The Nonspeech
The Speech Not Given
Influencing the Situation
Summary
Questions for Discussion
Cyberspace: The Internet and Political Communications
The Early Years of Internet and Politics
Fund-Raising
Viral Videos
Social Media
Voter Contact
Back to the Future�Volunteers
Political Blogs
The Negative Side of Internet Politics
Summary
Political Polling
Types of Political Polling
Benchmark Survey
Tracking Polls
Other Polls and Surveys
Exit Polling
Focus Groups
Cyberpolling
Robo-Polling
Interview with John Anzalone: Polling in the Twenty-first Century
Internet Polling
The Process of Political Polling
Questionnaire Development
Sampling
Interviewing
Data Analysis
Levels of Confidence and the Confidence Interval
Report Writing
What Can Go Wrong
The Ethical Controversy Generated by Political Polling
Pseudopolling
Call-in Surveys
Push Polls
Summary
Questions for Discussion
Campaign Concerns
Press Coverage and Media Relations
Factors Influencing News Coverage
Candidate Credibility
Nature of the News
Nature of the Office
Location
Candidate-Reporter Relationships
Pack Journalism
Embedding
News Priming
Topics for News Coverage
Events
Issues
Scandals and Controversies
The Horse Race
Personal Lives
Campaign Advertisements
Narrative Examples
Types of News Coverage
Straight News
Editorials
Sunday News Shows
The Role of the Press Secretary
The Issue of Media Bias
Politics and Entertainment Media
Summary
Questions for Discussion
The Role of Political Money
The Role of Political Money
Rules of the Game
Campaign Contributions
Spending Limits
Reporting Requirements
Circumventing the Rules
Changes for 2010
Fund-Raising Techniques
Host Events
Direct Mail
Online Contributions
Bundling
Summary
Questions for Discussion
The Role of Interpersonal Influence
Interpersonal Opinion Leadership
The Two-Step Flow
Interpersonal Utility (Anticipated Communications)
Rumors
Political Elites
Political Lobbying
Nature of the Profession
Tools of the Trade
The Revolving Door
Legislative Cue-Giving
Campaign Implications
Summary
Questions for Discussion
Critical Events Analysis
Antecedent Conditions
Dissemination of Information
Voter Interest
Identifying Critical Events
Studying Critical Events
A Design for Critical Events Analysis
Debates as Critical Events
The Consultant's View: Planning and Coping with Critical Events
Mistake-Based Critical Events
Summary
Questions for Discussion
Ethical Questions in Political Communication
Types of Unethical Behavior
Ballot Stuffing
Scandals
Conflicts of Interest
Dirty Tricks
Resume Inflation
Negative Campaigning
Settling an Election with Dominoes
Efforts to Reduce Negative Campaigning
The Role of Consultants
Becoming Critical Observers of the Process
The Sour Grapes Syndrome
Understanding the Media
Identifying One's Own Biases
Summary
Questions for Discussion
References
Index

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