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Arguing that successful candidates run two campaigns-one for votes, the other for resources, Herrnson uses campaign finance data, original survey research, and hundreds of interviews to look at how this dual strategy affects the electoral system. New coverage includes: cases studies from the 2010 elections; the impact of the Tea Party on fundraising and election outcomes; the effect of the Citizens United and other recent cases on corporate, trade association, and labor union spending; untangling the web of PACs, Super PACs, 527s, and 501(C)s and their fundraising and spending advantages; the pervasive use of social media and Internet campaigns to raise money, communicate with voters, and recruit volunteers.
Paul S. Herrnson is Director of the Center for American Politics and Citizenship, Professor in the Department of Government and Politics, and Distinguished Scholar-Teacher at the University of Maryland. His research and teaching interests include political parties and elections, money and politics, and voting technology and ballot design. He has published numerous articles and books, including Voting Technology. The Not-So-Simple Act of Costing a Ballot and The Financiers of Congressional Elections. Dr. Herrnson has served as President of the Southern Political Science Association and as an American Political Science Association Congressional Fellow. He has advised the U.S. Congress, the Maryland General Assembly, and the Federal Election Commission, as well as numerous government agencies and nongovernmental organizations, on matters pertaining to campaign finance, political parties, and election reform.
Table of Contents
|Tables and Figures||p. x|
|The Strategic Context||p. 7|
|The Candidate-Centered Campaign||p. 7|
|The Institutional Framework||p. 9|
|Political Culture||p. 19|
|Campaign Technology||p. 22|
|The Political Setting||p. 24|
|Recent Congressional Elections||p. 29|
|Candidates and Nominations||p. 40|
|Strategic Ambition||p. 41|
|Passing the Primary Test||p. 54|
|Nominations, Elections, and Representation||p. 61|
|The Senate||p. 71|
|The Anatomy of a Campaign||p. 75|
|Campaign Organizations||p. 76|
|Campaign Budgets||p. 87|
|Senate Campaigns||p. 89|
|The Parties Campaign||p. 91|
|National Agenda Setting||p. 92|
|The National, Congressional, and Senatorial Campaign Committees||p. 96|
|Strategy, Decision Making, and Targeting||p. 101|
|Campaign Contributions and Coordinated Expenditures||p. 105|
|Campaign Services||p. 111|
|Outside Campaigns||p. 121|
|The Impact of Party Campaigning||p. 129|
|The Interests Campaign||p. 136|
|Organizing for Electoral Influence||p. 137|
|Strategy, Decision Making, and Targeting||p. 151|
|PAC Contributions||p. 158|
|Campaign Services||p. 161|
|Outside Campaigns||p. 164|
|The Impact of Interest Group Activity||p. 169|
|The Campaign for Resources||p. 174|
|Inequalities in Resources||p. 175|
|House Incumbents||p. 177|
|House Challengers||p. 188|
|Candidates for House Open-Seats||p. 194|
|Senate Campaigns||p. 199|
|Campaign Strategy||p. 203|
|Voting Behavior||p. 203|
|Voters and Campaign Strategy||p. 208|
|Gauging Public Opinion||p. 210|
|Voter Targeting||p. 213|
|The Message||p. 216|
|Campaign Communications||p. 228|
|Television Advertising||p. 229|
|Radio Advertising||p. 233|
|Newspaper Advertising||p. 234|
|Direct Mail and Newsletters||p. 235|
|Telephone Calls||p. 236|
|The Internet and Social Media||p. 237|
|Free Media||p. 239|
|Field Work||p. 244|
|The Importance of Different Communications Techniques||p. 245|
|Outside Campaigns||p. 247|
|Candidates, Campaigns, and Electoral Success||p. 249|
|House Incumbent Campaigns||p. 250|
|House Challenger Campaigns||p. 257|
|House Open-Seat Campaigns||p. 263|
|Senate Campaigns||p. 267|
|Claiming Credit and Placing Blame||p. 270|
|Elections and Governance||p. 277|
|The Permanent Campaign||p. 277|
|A Decentralized Congress||p. 280|
|Political Parties as Centralizing Agents||p. 285|
|Responsiveness, Responsibility, and Public Policy||p. 287|
|Campaign Reform||p. 294|
|The Case for Reform||p. 294|
|Obstacles to Reform||p. 297|
|The Evolving State of Campaign Finance||p. 302|
|Some Ideas for Reform||p. 306|
|Notes Name Index||p. 358|
|Table of Contents provided by Ingram. All Rights Reserved.|