Campaigns and Elections American Style

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James A. Thurber, Candice J. Nelson
Westview Press, 2004 - Political Science - 260 pages
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A fully updated compendium of essays from political scientists and campaign professionals on the topic of campaign management and elections.. For the first time, leading political scientists and experienced campaign professionals have come together to consider the nuts-and-bolts of American campaigns and elections in conjunction with academic theories and research. With new and revised essays throughout, this volume provides a real education in practical campaign politics. Academics and campaign professionals describe the innovation and reality of election campaigns as they have evolved over time to culminate in the phenomena of the new town meetings, bus tours, talk radio, infomercials, and focus groups. strategy are set, how they are communicated, how advanced campaign tactics are used, why mobilizing volunteers is essential, why early campaign money is worth more, how to get the media to cover a campaign without paying for it, and how to use focus groups, survey research, and media to win elections. Offering a unique and careful mix of Democrat and Republican, academic and practitioner, male and female campaign perspectives, this volume scrutinizes national- and local-level campaigns through the 2000 and 2002 election cycles. Students, citizens, candidates, and campaign managers will learn not only how to win elections, but why it has become imperative to do so in an ethical way. Perfect for a variety of courses in American government, this book is essential reading for political junkies of any stripe and serious students of campaigns and elections.
  

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Contents

The Transformation of American Campaigns in the TwentyFirst Century
2
The Principles of Campaign Planning
18
Who Will Vote for You and Why Designing Campaign Strategy and Message
38
Candidate Nominations and General Election Strategy
58
Strategy and Tactics for Campaign Fundraising
68
Race for the Cash Competition Contributions and Money in the 2002 Elections
84
Paid Media Advertising Political Communication from the Stone Age to the Present
91
Ads Are Us Political Advertising in a Mass Media Culture
110
The Ground War The Importance of Organizing the Field
149
The Importance of Field Work in Election Campaigns
164
Campaigning with the Internet The View from Below
174
Campaign Ethics Public Perception Reality and the Need to Win
196
Campaign Ethics and the Politics of Personal Destruction
206
Do Campaigns Matter?
224
References
234
About the Contributors
248

Hard Facts The Media and Elections with a Look at 2000 and 2002
130

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About the author (2004)

James A. Thurber is professor of government and director of the Center for Congressional and Presidential Studies at American University. Candice J. Nelson is an assistant professor of government at the Center for Congressional and Presidential Studies at The American University and is director of the university's Campaign Management Institute.

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