Civic Dialogue in the 1996 Presidential Campaign

by Kaid, Lynda Lee; McKinney, Mitchell S.; Tedesco, John C.

• ISBN13: 9781572733220
• ISBN10: 1572733225
• Format: Paperback
• Copyright: 2001-01-01
• Publisher: Hampton Pr

Table of Contents

Acknowledgments	xi
The Campaign as Civic Dialogue	1	(24)
Campaign '96 as Civic Dialogue	2	(4)
The New Communication Environment in the 1996 Campaign	6	(1)
A Framework for Analyzing Candidate, Media, and Public Messages	7	(9)
Approach and Method of the Study	16	(9)
PART I: THE CANDIDATE VOICES
Voices of Clinton and Dole: Traditional Modes and New Technologies	25	(14)
Campaign Modes	26	(8)
New Technologies for Candidate Voices	34	(3)
Summary	37	(2)
Candidate-Controlled Messages: Paid and Free TV Time Advertising	39	(28)
Traditional Paid Advertising Messages	40	(18)
The Free TV Time Segments	58	(3)
The Nonverbal Content in the Candidate Messages	61	(1)
Interaction of the Candidates' Messages	62	(4)
Summing Up the Messages	66	(1)
Debate Messages	67	(24)
Debates as Civic Discourse	69	(4)
The 1996 Presidential Debates in Perspective	73	(3)
Analyzing the Candidate Debate Messages	76	(10)
Summary	86	(5)
PART II: MEDIA VOICES
Media Voices: Coverage of Candidate and Campaign Messages	91	(24)
Measuring News Content	94	(2)
Network Coverage of the Campaign	96	(16)
Summary	112	(3)
Media Voices: Journalistic Assessment of Candidate Ads	115	(20)
Content and Effects of Prior Adwatches	116	(2)
Method for Analyzing Adwatches	118	(1)
1996 Adwatch Coverage	119	(13)
Summary	132	(3)
News Coverage of the Debates	135	(18)
Analyzing Debate Coverage	136	(13)
Summary	149	(4)
PART III: PUBLIC VOICES
Beyond Polls: How the Public Responded to Candidate and Media Voices	153	(44)
Voter Reactions to Candidate Messages: The Television Spots	154	(4)
The Ad Experiments	158	(8)
Voter Reactions to Candidate Messages: The Debates	166	(1)
The Debate Experiments	167	(14)
Voter Reactions to the Media Messages	181	(13)
Summary	194	(1)
Appendix	195	(2)
Civic Dialogue and Civic Disengagement	197	(20)
Evolving Civic Disengagement in the United States	198	(3)
Cynicism and Voter Participation	201	(1)
The Relationship of Candidate and Media Messages to Cynicism	201	(9)
Cynicism and Voting	210	(5)
Summary	215	(2)
Improving Campaign and Communication and Reengaging the Public Voice in Civic Dialogue	217	(22)
A Summary of the Voices That Comprised Campaign '96	217	(6)
Reengaging the Public Voice	223	(15)
Summary	238	(1)
References	239	(14)
About the Authors	253	(2)
Author Index	255	(4)
Subject Index	259