Political Campaign Communication

Preface

 

 

PART ONE   An Overview of Political Communication Issues.

 

1 Political Communication: An Introduction

      Academic Observers vs. Professional Practitioners   /   Areas of Research Related to Political Campaign
  Communication   * Interview with James T. Kitchens: The Conflict between Academics and Consultants   /   The Distinctive
  Nature of Political Communication   / Defining Political Communication   /  Summary   /   Questions for
  Discussion

 

 

2 Political Socialization: The Development of Political Attitudes

 Major Socialization Agents   /   Other Socialization Agents   /   Political Socialization Styles   * Interview with
Jack Williams: Religion and Political Attitudes in the South   /   The Invisible Youth Vote   /   The Social Cost of
  Voting   /   Partisan Orientations and the Political Consultant   /   Summary   /   Questions for Discussion

 

 

3 Campaign Strategies

      Strategy Analysis   * Interview with Skip Webb: Campaign Strategy and the “Truth Process”   * Interview with Mike Mann:
Developing a Campaign Strategy   /   Two Strategic Models   * Interview with Robin Rorapaugh: A Numerical Approach to
Campaign Strategy   /   Three Traditional Models   * Case Study: The Shelby Campaign   /   Two Strategies for the
  21st Century   /   Positional Strategies   /   Summary   /   Questions for Discussion

 

 

4 The Image of the Political Candidate

      The Nature of Candidate Images   /   The Development of Candidate Images   /   Image Influences on
Election Decisions   * Interview with Mike McClister: Image in a Narrative Format   /   Campaign Influences on Images   *
Interview with Rich Niemand: Image as Branding   /   The Role of Gender   /   Summary   /   Questions for Discussion

 

 

5 Media Theory and Political Communication

      The Bullet Theory (Hypodermic Model)   * Propaganda Techniques   /   The Limited Effects Model   /   Agenda
Setting   * Interview with Adam Goodman: The Impact of Media in Political Campaigns   /   Uses-Gratification   /  
   Relational Theories   /   Influence Gaps   /   Other Issues   /   Summary   /   Questions for Discussion

 

 

PART TWO The Campaign Team

 

6 Campaign Organization

      Organizational Roles   /   The Public Interface for the Candidate’s Ideas   * The General Consultant in Political
Campaigns by Mike Mann   /   Political Parties   /   Summary   /   Questions for Discussion

 

 

7 Campaign Communication in the Mass Media

      The Effectiveness of the Process   /   Schools of Consulting   /   The Tasks of the Consultant   * Interview with
Raymond Strother: On Media Strategy   / Other Campaign Media   /   * Humorous and High-Concept Advertising by John
Rowley   *   Bush’s Crash Ads   /   Summary   /   Questions for Discussion

 

 

8 Campaign Communication: Direct Voter Contact

      Phone Banks (Political Telemarketing)   * Interview with Tony Parker: The Role of Phone Banks in Political Campaigns   *
Interview with Gerry Tyson: Phone Banks and the Future of One-on-One Campaigning   /   Something New Under the
Sun   /   Direct Mail   * Case Study: Election Day in Florida, 2000   * Interview with Max Fose: Making the Internet Work for
You   /   Summary   /   Questions for Discussion

 

 

9 Political Speeches

      The Nature of Political Speeches   /   The Speechwriter and the Process   * Case Study: George W. Bush’s Stump
Speech   /   Types of Campaign Speeches   * The Top Ten Cases of Political Foot-in-the-Mouth Disease by Jim Kitchens   *
Case Study: How Not to Do a Mea Culpa   /   * The Speech Not Given   /   Influencing the Situation   /   Summary   /  
Questions for Discussion

 

 

10   Cyberspace: The Internet and Political Communication

  The Early Years of Internet and Politics   /   Fund-Raising   /   Viral Videos   /   Social Media   / Voter
Contact   /   Back to the Future – Volunteers   /   Political Blogs   /   The Negative Side of Internet
Politics   /   Summary

 

 

11   Political Polling

  Types of Political Polling   /   The Process of Political Polling   /   Levels of Confidence and the Confidence
Interval   /   What Can Go Wrong   /   The Ethical Controversy Generated by Political Polling   * Interview with Bill
Hamilton: Polling in Political Campaigns   * Interview with John Anzalone: Polling in the 21st Century   /   Pseudopolling   /  
   Summary   /   Questions for Discussion 

 

 

PART THREE  Campaign Concerns

 

12   Press Coverage and Media Relations

  Factors Influencing News Coverage   /   Topics for News Coverage   /   Types of News Coverage   * Free Media
Relations: The State of the Fourth Estate by John Rowley   /   The Role of the Press Secretary   /   The Issue of Media
Bias   /  The Impact of New Media   /   Politics and Entertainment Media   /   Summary   /   Questions for
Discussion

 

 

13   The Role of Political Money

  The Role of Political Money   /   Rules of the Game   /   Circumventing the Rules   * Interview with Joe McLean:
Raising Political Money   /   Changes for 2010   /   Fund-Raising Techniques   * Bradyley’s Sports Heroes   * Making
Lemonade out of Lemons   /   Summary   /   Questions for Discussion

  

 

14   The Role of Interpersonal Influence

  Interpersonal Opinion Leadership   /   Diffusion of Information   /  Political Elites   /   Political Lobbying /  
 Interview with George Clark: Lobbying State Legislatures   /   Legislative Cue-Giving   /   Campaign Implications   /  
 Summary   /   Questions for Discussion

 

 

15   Critical Event Analysis

  Antecedent Conditions   /  Identifying Critical Events   * The Innocuous Critical Event: George W. Bush at Bob Jones
University   /   Studying Critical Events   /   Debates as Critical Events   /   The Consultant’s View: Planning and
 Coping with Critical Events   /   Mistake-Based Critical Events   /   Summary   /   Questions for Discussion

 

 

16   Ethical Questions in Political Communication

  Types of Unethical Behavior * The Self-Motivated Spy   /   Negative Campaigning /   The Role of Consultants   *
Interview with Stan Adkins: The Consultant’s View of Campaign Ethics   /   Becoming Critical Observers of the
Process   /   Summary   /   Questions for Discussion

 

 

   References

 

   Index