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Full Description
Paul Herrnson combines top-notch research with real-world politics as he argues that successful candidates run two campaigns: one for votes, the other for resources. Using campaign finance data, original survey research, and hundreds of interviews with candidates and political insiders, Herrnson looks at how this dual strategy affects who wins and how it ultimately shapes the entire electoral system. The Seventh Edition considers the impact of the Internet and social media on campaigning; the growing influence of interest groups in the wake of the Supreme Court's Citizens United ruling; and the influence of new voting methods on candidate, party, and voter mobilization tactics.
Contents
Chapter 1The Candidate-Centered CampaignThe Institutional FrameworkPolitical CultureCampaign TechnologyThe Political SettingRecent Congressional ElectionsSummaryChapter 2: Candidates and NominationsStrategic AmbitionPassing the Primary TestNominations, Elections, and RepresentationThe SenateSummaryChapter 3: The Anatomy of a CampaignCampaign OrganizationsCampaign BudgetsSenate CampaignsSummaryChapter 4: The Parties CampaignNational Agenda SettingThe National, Congressional, and Senatorial Campaign CommitteesStrategy, Decision Making, and TargetingCampaign Contributions and Coordinated ExpendituresCampaign ServicesOutside CampaignsThe Impact of Party CampaigningSummaryChapter 5: The Interests CampaignOrganizing for Electoral InfluenceStrategy, Decision Making, and TargetingPAC ContributionsCampaign ServicesOutside CampaignsThe Impact of Interest Group ActivitySummaryChapter 6: The Campaign for ResourcesInequalities in ResourcesHouse IncumbentsHouse ChallengersCandidates for House Open SeatsSenate CampaignsSingle-Candidate Super PACs and 501(c) OrganizationsSummaryChapter 7: Campaign StrategyVoting BehaviorVoters and Campaign StrategyGauging Public OpinionVoter TargetingThe MessageSummaryChapter 8: Campaign CommunicationsTelevision AdvertisingRadio AdvertisingNewspaper AdvertisingDirect Mail and NewslettersTelephone CallsThe Internet and Social MediaFree MediaField WorkThe Importance of Different Communications TechniquesOutside CampaignsSummaryChapter 9: Candidates, Campaigns, and Electoral SuccessHouse Incumbent CampaignsHouse Challenger CampaignsHouse Open-Seat CampaignsSenate CampaignsClaiming Credit and Placing BlameSummaryChapter 10: Elections and GovernanceThe Permanent CampaignA Decentralized CongressPolitical Parties as Centralizing AgentsResponsiveness, Responsibility, and Public PolicySummaryChapter 11: Campaign ReformThe Case for ReformObstacles to ReformSome Ideas for ReformSummaryNotesNotes Name IndexIndex
