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Political Campaign Communication: Inside and Out



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This is the 2nd edition with a publication date of 2/28/2012.

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Updated in its 2nd edition Political Campaign Communicationexamines 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 Communicationtakes 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.

Table of Contents

Prefacep. ix
An Overview of Political Communication Issuesp. 1
Political Communication: An Introductionp. 3
Academic Observers vs. Professional Practitionersp. 6
The Outside View of Academicsp. 7
The Inside View of Political Professionalsp. 9
Areas of Research Related to Political Campaign Communicationp. 11
Persuasionp. 11
Organizational Communicationp. 11
Interview with James T. Kitchensp. 12
Advertisingp. 14
Marketingp. 14
Group Communicationp. 15
Political Sciencep. 15
The Distinctive Nature of Political Communicationp. 16
Defining Political Communicationp. 17
Summaryp. 19
Questions for Discussionp. 20
Political Socialization: The Development of Political Attitudesp. 21
Major Socialization Agentsp. 23
Familyp. 23
Mediap. 24
Political Partiesp. 25
Other Socialization Agentsp. 28
Peersp. 28
Schoolsp. 28
Political Socialization Stylesp. 29
The Invisible Youth Votep. 30
The Social Cost of Votingp. 32
Partisan Orientations and the Political Consultantp. 33
Summaryp. 36
Questions for Discussionp. 37
Campaign Strategiesp. 38
Strategy Analysisp. 39
SWOT Analysisp. 39
Who'll Say Whatp. 40
CAT Analysisp. 41
Situational Analysisp. 42
Two Strategic Modelsp. 43
The In Man-Out Man Strategyp. 43
Assumed Incumbency Strategyp. 45
Three Traditional Modelsp. 46
The Easy Decisionp. 46
Ticket-Splittingp. 47
The Least Objectionable Candidatep. 48
Two Strategies for the Twenty-first Centuryp. 49
Partisan Politics and "The Permanent Majority"p. 49
The Political Brainp. 51
Positional Strategiesp. 52
Summaryp. 53
The Image of the Political Candidatep. 55
The Nature of Candidate Imagesp. 56
The Development of Candidate Imagesp. 58
Cognitionp. 59
Evaluationsp. 59
Behavioral Manifestationsp. 60
Image Influences on Election Decisionsp. 61
Campaign Influences on Imagesp. 62
The Role of Genderp. 64
Summaryp. 65
Media Theory and Political Communicationp. 67
The Bullet Theory (Hypodermic Model)p. 68
Propaganda Techniquesp. 69
Propaganda Techniquesp. 69
The Limited Effects Modelp. 70
Criticismsp. 72
Campaign Implicationsp. 73
Agenda Settingp. 73
Agenda-Setting Modelsp. 74
Research Considerationsp. 75
Low Motivationp. 76
Uses-Gratificationp. 78
Relational Theoriesp. 82
The Friendship Theoryp. 82
Political Relationshipsp. 82
Influence Gapsp. 83
Other Issuesp. 84
Summaryp. 87
Questions for Discussionp. 88
The Campaign Teamp. 89
Campaign Organizationp. 91
Organizational Rolesp. 93
Political Partiesp. 100
Summaryp. 100
Questions for Discussionp. 101
Campaign Communications in the Mass Mediap. 102
The Effectiveness of the Processp. 103
Schools of Consultingp. 104
The Tasks of the Consultantp. 105
Message Developmentp. 105
Scriptwritingp. 105
Cinematography and Videographyp. 106
Editingp. 107
Time Buyingp. 107
Decisional Strategies for Time
Buyingp. 109
Trafficp. 110
Other Campaign Mediap. 110
Newspaper Adsp. 110
Outdoor Advertisingp. 113
Booksp. 114
The Ongoing Processp. 115
Summaryp. 116
Questions for Discussionp. 117
Campaign Communications Direct Voter Contactp. 118
Phone Banks (Political Telemarketing)p. 119
The Functions of Phone Banksp. 119
The Telephone Bank Processp. 122
Other Types of Telephone Banksp. 123
The Weaknesses of Telephone Banksp. 124
Something New Under the Sunp. 124
Direct Mailp. 125
Case Study: Election Day in Florida, 2000p. 126
Summaryp. 128
Questions for Discussionp. 129
Political Speechesp. 130
The Nature of Political Speechesp. 131
The Speechwriter and the Processp. 136
Message Framingp. 137
Word Choicep. 138
Sound Bitesp. 139
Humorp. 141
Types of Campaign Speechesp. 142
The Stump Speechp. 142
The Issue Speechp. 143
The Event Speechp. 144
Playing Defensep. 144
The Apology-The Mea Culpap. 145
The Nonspeechp. 146
The Speech Not Givenp. 146
Influencing the Situationp. 147
Summaryp. 148
Questions for Discussionp. 148
Cyberspace: The Internet and Political Communicationsp. 149
The Early Years of Internet and Politicsp. 150
Fund-Raisingp. 154
Viral Videosp. 155
Social Mediap. 158
Voter Contactp. 159
Back to the Future¨Volunteersp. 159
Political Blogsp. 160
The Negative Side of Internet Politicsp. 160
Summaryp. 161
Political Pollingp. 162
Types of Political Pollingp. 163
Benchmark Surveyp. 163
Tracking Pollsp. 164
Other Polls and Surveysp. 164
Exit Pollingp. 165
Focus Groupsp. 166
Cyberpollingp. 168
Robo-Pollingp. 169
Interview with John Anzalone: Polling in the Twenty-first Centuryp. 170
Internet Pollingp. 173
The Process of Political Pollingp. 174
Questionnaire Developmentp. 174
Samplingp. 177
Interviewingp. 178
Data Analysisp. 178
Levels of Confidence and the Confidence Intervalp. 178
Report Writingp. 179
What Can Go Wrongp. 179
The Ethical Controversy Generated by Political Pollingp. 180
Pseudopollingp. 183
Call-in Surveysp. 183
Push Pollsp. 183
Summaryp. 184
Questions for Discussionp. 185
Campaign Concernsp. 187
Press Coverage and Media Relationsp. 189
Factors Influencing News Coveragep. 191
Candidate Credibilityp. 191
Nature of the Newsp. 192
Nature of the Officep. 193
Locationp. 193
Candidate-Reporter Relationshipsp. 194
Pack Journalismp. 195
Embeddingp. 196
News Primingp. 197
Topics for News Coveragep. 197
Eventsp. 197
Issuesp. 198
Scandals and Controversiesp. 198
The Horse Racep. 199
Personal Livesp. 199
Campaign Advertisementsp. 200
Narrative Examplesp. 201
Types of News Coveragep. 202
Straight Newsp. 202
Editorialsp. 202
Sunday News Showsp. 203
The Role of the Press Secretaryp. 204
The Issue of Media Biasp. 205
Politics and Entertainment Mediap. 206
Summaryp. 206
Questions for Discussionp. 207
The Role of Political Moneyp. 208
The Role of Political Moneyp. 209
Rules of the Gamep. 211
Campaign Contributionsp. 211
Spending Limitsp. 212
Reporting Requirementsp. 213
Circumventing the Rulesp. 213
Changes for 2010p. 216
Fund-Raising Techniquesp. 217
Host Eventsp. 217
Direct Mailp. 217
Online Contributionsp. 218
Bundlingp. 219
Summaryp. 220
Questions for Discussionp. 220
The Role of Interpersonal Influencep. 221
Interpersonal Opinion Leadershipp. 222
The Two-Step Flowp. 222
Interpersonal Utility (Anticipated Communications)p. 222
Rumorsp. 223
Political Elitesp. 224
Political Lobbyingp. 226
Nature of the Professionp. 226
Tools of the Tradep. 227
The Revolving Doorp. 229
Legislative Cue-Givingp. 230
Campaign Implicationsp. 231
Summaryp. 232
Questions for Discussionp. 233
Critical Events Analysisp. 234
Antecedent Conditionsp. 235
Dissemination of Informationp. 235
Voter Interestp. 236
Identifying Critical Eventsp. 237
Studying Critical Eventsp. 238
A Design for Critical Events Analysisp. 238
Debates as Critical Eventsp. 240
The Consultant's View: Planning and Coping with Critical Eventsp. 242
Mistake-Based Critical Eventsp. 244
Summaryp. 245
Questions for Discussionp. 246
Ethical Questions in Political Communicationp. 247
Types of Unethical Behaviorp. 248
Ballot Stuffingp. 248
Scandalsp. 250
Conflicts of Interestp. 251
Dirty Tricksp. 252
Resume Inflationp. 253
Negative Campaigningp. 254
Settling an Election with Dominoesp. 258
Efforts to Reduce Negative Campaigningp. 260
The Role of Consultantsp. 260
Becoming Critical Observers of the Processp. 262
The Sour Grapes Syndromep. 262
Understanding the Mediap. 263
Identifying One's Own Biasesp. 264
Summaryp. 264
Questions for Discussionp. 265
Referencesp. 266
Indexp. 297
Table of Contents provided by Ingram. All Rights Reserved.

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