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