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Full Description
Modern Political Campaigns brings together academic, practical, and interviews to help understand how professionalism, technology, and speed have revolutionized elections, creating more voter-centric races for public office. Dr. Michael D. Cohen, a 20+ year veteran of working on, teaching, and writing about political campaigns take readers through how campaigns are organized, state-of-the-art tools of the trade, and how some of the most interesting people in politics got their big breaks.
The book takes readers through clear-eyed chapters on parties and elections, campaign planning and management, fundraising, independent groups, vulnerability and opposition research, data and analytics, focus groups and polling, earned, paid and social media, and field operations. Finally, the book revisits the Permanent Campaign in terms of modern approaches to winning elections raising questions about today's uniform preference for turnout over persuasion and what that means for our American democracy.
Modern Political Campaigns will appeal to students and political activists interested in working in political campaigns. It is also a great read for anyone who wants to better understand the nuts and bolts of campaigns in practical terms from professionals, and the opportunities they provide all of us to be more engaged citizens and hold our leaders more accountable each Election Day.
Contents
Contents
Preface
Introduction
Chapter 1 - Parties and Elections
Chapter 2 — Planning and Management
Chapter 3 — Fundraising
Chapter 4 — Independent Groups
Chapter 5 — Vulnerability and Opposition Research
Chapter 6 — Data and Analytics
Chapter 7 — Focus Groups and Polling
Chapter 8 — Earned Media
Chapter 9 — Paid Media
Chapter 10 — Social Media
Chapter 11 — Field Operations
Chapter 12 — The New Permanent Campaign
Afterword
Acknowledgments
Appendix
Index
