Acknowledgments | p. viii |
Foundations of Campaign Strategy | p. 1 |
Presidential Campaigns as Communication | p. 3 |
The Rhetorical Puzzle | p. 17 |
Rules Are Rhetorical Constructions | p. 37 |
Perspectives on Campaign Media | p. 55 |
Synthesizing Part I | p. 74 |
Modes of Presidential Campaign Communication | p. 77 |
Acclaiming, Attacking, and Defending | p. 79 |
Campaign Speeches | p. 93 |
Campaign Journalism | p. 113 |
Advertising Candidates in the Political Market | p. 128 |
Televised Presidential Debates: The Rhetorical Super Bowl | p. 147 |
Using New Media for Familiar Puzzles | p. 167 |
Synthesizing Part II | p. 184 |
Stages of the Campaign for the White House | p. 187 |
The Surfacing Stage | p. 189 |
The Nomination Stage | p. 207 |
The Consolidation Stage | p. 223 |
The Election Stage | p. 240 |
Synthesizing Part III | p. 258 |
Conclusion: Quest for the White House | p. 260 |
References | p. 265 |
Index | p. 274 |
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