Political Campaign Communication: Inside and Out Book

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
21^st 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 21^st 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