Rent 9780205006090 | Political Campaign Communication Inside and Out | Powell, Larry; Cowart, Joseph @knetbooks.com

Summary Table of Contents

Updated in its 2nd edition Political Campaign Communication examines the ins and outs of political campaigning through the eyes of both an academic and a political consultant.Unlike many texts in this field, Political Campaign Communication takes a broad view of political campaigning, discussing theories and principles, along with topics such as political socialization, the role of money, ethics, and critical events.

Preface	p. ix
An Overview of Political Communication Issues	p. 1
Political Communication: An Introduction	p. 3
Academic Observers vs. Professional Practitioners	p. 6
The Outside View of Academics	p. 7
The Inside View of Political Professionals	p. 9
Areas of Research Related to Political Campaign Communication	p. 11
Persuasion	p. 11
O... MORErganizational Communication	p. 11
Interview with James T. Kitchens	p. 12
Advertising	p. 14
Marketing	p. 14
Group Communication	p. 15
Political Science	p. 15
The Distinctive Nature of Political Communication	p. 16
Defining Political Communication	p. 17
Summary	p. 19
Questions for Discussion	p. 20
Political Socialization: The Development of Political Attitudes	p. 21
Major Socialization Agents	p. 23
Family	p. 23
Media	p. 24
Political Parties	p. 25
Other Socialization Agents	p. 28
Peers	p. 28
Schools	p. 28
Political Socialization Styles	p. 29
The Invisible Youth Vote	p. 30
The Social Cost of Voting	p. 32
Partisan Orientations and the Political Consultant	p. 33
Summary	p. 36
Questions for Discussion	p. 37
Campaign Strategies	p. 38
Strategy Analysis	p. 39
SWOT Analysis	p. 39
Who'll Say What	p. 40
CAT Analysis	p. 41
Situational Analysis	p. 42
Two Strategic Models	p. 43
The In Man-Out Man Strategy	p. 43
Assumed Incumbency Strategy	p. 45
Three Traditional Models	p. 46
The Easy Decision	p. 46
Ticket-Splitting	p. 47
The Least Objectionable Candidate	p. 48
Two Strategies for the Twenty-first Century	p. 49
Partisan Politics and "The Permanent Majority"	p. 49
The Political Brain	p. 51
Positional Strategies	p. 52
Summary	p. 53
The Image of the Political Candidate	p. 55
The Nature of Candidate Images	p. 56
The Development of Candidate Images	p. 58
Cognition	p. 59
Evaluations	p. 59
Behavioral Manifestations	p. 60
Image Influences on Election Decisions	p. 61
Campaign Influences on Images	p. 62
The Role of Gender	p. 64
Summary	p. 65
Media Theory and Political Communication	p. 67
The Bullet Theory (Hypodermic Model)	p. 68
Propaganda Techniques	p. 69
Propaganda Techniques	p. 69
The Limited Effects Model	p. 70
Criticisms	p. 72
Campaign Implications	p. 73
Agenda Setting	p. 73
Agenda-Setting Models	p. 74
Research Considerations	p. 75
Low Motivation	p. 76
Uses-Gratification	p. 78
Relational Theories	p. 82
The Friendship Theory	p. 82
Political Relationships	p. 82
Influence Gaps	p. 83
Other Issues	p. 84
Summary	p. 87
Questions for Discussion	p. 88
The Campaign Team	p. 89
Campaign Organization	p. 91
Organizational Roles	p. 93
Political Parties	p. 100
Summary	p. 100
Questions for Discussion	p. 101
Campaign Communications in the Mass Media	p. 102
The Effectiveness of the Process	p. 103
Schools of Consulting	p. 104
The Tasks of the Consultant	p. 105
Message Development	p. 105
Scriptwriting	p. 105
Cinematography and Videography	p. 106
Editing	p. 107
Time Buying	p. 107
Decisional Strategies for Time
Buying	p. 109
Traffic	p. 110
Other Campaign Media	p. 110
Newspaper Ads	p. 110
Outdoor Advertising	p. 113
Books	p. 114
The Ongoing Process	p. 115
Summary	p. 116
Questions for Discussion	p. 117
Campaign Communications Direct Voter Contact	p. 118
Phone Banks (Political Telemarketing)	p. 119
The Functions of Phone Banks	p. 119
The Telephone Bank Process	p. 122
Other Types of Telephone Banks	p. 123
The Weaknesses of Telephone Banks	p. 124
Something New Under the Sun	p. 124
Direct Mail	p. 125
Case Study: Election Day in Florida, 2000	p. 126
Summary	p. 128
Questions for Discussion	p. 129
Political Speeches	p. 130
The Nature of Political Speeches	p. 131
The Speechwriter and the Process	p. 136
Message Framing	p. 137
Word Choice	p. 138
Sound Bites	p. 139
Humor	p. 141
Types of Campaign Speeches	p. 142
The Stump Speech	p. 142
The Issue Speech	p. 143
The Event Speech	p. 144
Playing Defense	p. 144
The Apology-The Mea Culpa	p. 145
The Nonspeech	p. 146
The Speech Not Given	p. 146
Influencing the Situation	p. 147
Summary	p. 148
Questions for Discussion	p. 148
Cyberspace: The Internet and Political Communications	p. 149
The Early Years of Internet and Politics	p. 150
Fund-Raising	p. 154
Viral Videos	p. 155
Social Media	p. 158
Voter Contact	p. 159
Back to the Future�Volunteers	p. 159
Political Blogs	p. 160
The Negative Side of Internet Politics	p. 160
Summary	p. 161
Political Polling	p. 162
Types of Political Polling	p. 163
Benchmark Survey	p. 163
Tracking Polls	p. 164
Other Polls and Surveys	p. 164
Exit Polling	p. 165
Focus Groups	p. 166
Cyberpolling	p. 168
Robo-Polling	p. 169
Interview with John Anzalone: Polling in the Twenty-first Century	p. 170
Internet Polling	p. 173
The Process of Political Polling	p. 174
Questionnaire Development	p. 174
Sampling	p. 177
Interviewing	p. 178
Data Analysis	p. 178
Levels of Confidence and the Confidence Interval	p. 178
Report Writing	p. 179
What Can Go Wrong	p. 179
The Ethical Controversy Generated by Political Polling	p. 180
Pseudopolling	p. 183
Call-in Surveys	p. 183
Push Polls	p. 183
Summary	p. 184
Questions for Discussion	p. 185
Campaign Concerns	p. 187
Press Coverage and Media Relations	p. 189
Factors Influencing News Coverage	p. 191
Candidate Credibility	p. 191
Nature of the News	p. 192
Nature of the Office	p. 193
Location	p. 193
Candidate-Reporter Relationships	p. 194
Pack Journalism	p. 195
Embedding	p. 196
News Priming	p. 197
Topics for News Coverage	p. 197
Events	p. 197
Issues	p. 198
Scandals and Controversies	p. 198
The Horse Race	p. 199
Personal Lives	p. 199
Campaign Advertisements	p. 200
Narrative Examples	p. 201
Types of News Coverage	p. 202
Straight News	p. 202
Editorials	p. 202
Sunday News Shows	p. 203
The Role of the Press Secretary	p. 204
The Issue of Media Bias	p. 205
Politics and Entertainment Media	p. 206
Summary	p. 206
Questions for Discussion	p. 207
The Role of Political Money	p. 208
The Role of Political Money	p. 209
Rules of the Game	p. 211
Campaign Contributions	p. 211
Spending Limits	p. 212
Reporting Requirements	p. 213
Circumventing the Rules	p. 213
Changes for 2010	p. 216
Fund-Raising Techniques	p. 217
Host Events	p. 217
Direct Mail	p. 217
Online Contributions	p. 218
Bundling	p. 219
Summary	p. 220
Questions for Discussion	p. 220
The Role of Interpersonal Influence	p. 221
Interpersonal Opinion Leadership	p. 222
The Two-Step Flow	p. 222
Interpersonal Utility (Anticipated Communications)	p. 222
Rumors	p. 223
Political Elites	p. 224
Political Lobbying	p. 226
Nature of the Profession	p. 226
Tools of the Trade	p. 227
The Revolving Door	p. 229
Legislative Cue-Giving	p. 230
Campaign Implications	p. 231
Summary	p. 232
Questions for Discussion	p. 233
Critical Events Analysis	p. 234
Antecedent Conditions	p. 235
Dissemination of Information	p. 235
Voter Interest	p. 236
Identifying Critical Events	p. 237
Studying Critical Events	p. 238
A Design for Critical Events Analysis	p. 238
Debates as Critical Events	p. 240
The Consultant's View: Planning and Coping with Critical Events	p. 242
Mistake-Based Critical Events	p. 244
Summary	p. 245
Questions for Discussion	p. 246
Ethical Questions in Political Communication	p. 247
Types of Unethical Behavior	p. 248
Ballot Stuffing	p. 248
Scandals	p. 250
Conflicts of Interest	p. 251
Dirty Tricks	p. 252
Resume Inflation	p. 253
Negative Campaigning	p. 254
Settling an Election with Dominoes	p. 258
Efforts to Reduce Negative Campaigning	p. 260
The Role of Consultants	p. 260
Becoming Critical Observers of the Process	p. 262
The Sour Grapes Syndrome	p. 262
Understanding the Media	p. 263
Identifying One's Own Biases	p. 264
Summary	p. 264
Questions for Discussion	p. 265
References	p. 266
Index	p. 297
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