Full Description
The eighth edition of Political Campaign CommunicationPractices provides a clear understanding of the strategic decisions made and tactical communication practices used in contemporary political campaigns.The authors:*incorporate examples from all levels-local, statewide, and national-to illustrate the communicative choices confronted in contemporary political campaigns,*discuss all aspects of campaign communication, from buttons and yard-signs to the rapid expansion in use of social media, and*draw on a wealth of communication theories to clearly explain contemporary principles and practices such as functions, stages, communicative styles, public speaking, debates, interpersonal communication, political advertising, and the use of new communication technologies.Updated to reflect practices in the 2012 presidential campaign as well as the local, state, and congressional campaigns of 2014, Political Campaign Communication continues to be a classroom favorite-an insightful, thoroughly researched, and reader-friendly text.
Contents
Preface Chapter 1: Communication and Political Campaigns: A Prologue Importance of Political Campaigns Changes in the Political Campaign Communication and Political Campaigns Organization and Preview of Chapters Part I: Principles of Political Campaign CommunicationChapter 2: Communicative Functions of Political Campaigns First Political Stage: Surfacing Second Political Stage: Primaries Third Political Stage: Nominating Conventions Fourth Political Stage: The General Election Conclusions Chapter 3: Communicative Styles and Strategies of Political Campaigns Preliminary Considerations Styles and Strategies of Campaigns Conclusions Chapter 4: Communicative Mass Channels of Political Campaigning Early Studies Contemporary Studies ConclusionsChapter 5: Communicative Types and Functions of Televised Political Advertising Historical Development Types and Functions of Political Ads Televised Attack Advertising When the Candidate Is a Woman A Final Question: Do Televised Attack Ads Work? Conclusions Part II: Practices of Political Campaign CommunicationChapter 6: Public Speaking in Political Campaigns The Decision to Speak The Speech Political Speechwriting Surrogate Speakers Conclusions Chapter 7: Recurring Forms of Political Campaign Communication 161Announcement Speeches Acceptance Addresses News Conferences Apologias Conclusions Chapter 8: Debates in Political Campaigns History of Political Debates Deciding Whether to Debate Political Debate Strategies Effects of Political Debates Conclusions Chapter 9: Interpersonal Communication in Political Campaigns Interpersonal Communication between Candidate and Voters Interpersonal Communication between the Candidate and Prospective Financial Contributors Interpersonal Communication between Voters Interpersonal Communication among Voters, Mass Media, and Voting Behavior Interpersonal Communication and Getting-Out-the-Vote Efforts Behavioral Characteristics of Successful Interpersonal Campaigns Conclusions Chapter 10: Advertising in Political Campaigns Developing a Master Plan for Political Advertising Basic Considerations in the Selection of Political Advertising Media Campaign Advertising Strategies Media and Other Types of Political Consultants ConclusionsChapter 11: New Communication Technologies and Political Campaigns Historical Overview of Campaigns and New Communication Technologies Internet Campaign Communication Strategy Internet Tools Conclusions Notes Index
