The tenth edition of Political Campaign Communication: Principles and Practices provides a clear and thorough survey of the strategic decisions vital to the success of contemporary political campaigns. The authors draw on a host of examples involving political campaigns at local, statewide, and national levels to illustrate all aspects of campaign communication, from forms of public address to buttons, yard-signs, and billboards, to traditional media and the use of internet and social media platforms. Throughout the volume they draw on communication theories to clearly explain contemporary political campaign practices. Updated to reflect most recent practices and events from the 2020 presidential campaign, the book also considers journalistic practices and ethical considerations of today. Features of the tenth edition: Updates to reflect data on the 2020 election cycle Updated and expanded discussion of social media platforms and practices New art and graphics program to engage students and increase information retention Expanded discussion of the history, practice, and state of journalism today New chapter on local campaigns
Robert E. Denton Jr. holds the W. Thomas Rice Chair of Leadership Studies in the Pamplin College of Business and is professor in the Department of Communication at Virginia Tech. He has degrees in political science and communication from Wake Forest University and Purdue University. In addition to numerous articles, essays, and book chapters, he is author, coauthor, or editor of thirty books, several in multiple editions. Ben Voth is associate professor and director of speech and debate at the SMU Dedman College of Humanities and Sciences. He is author of Rwanda Rising: Debate as an Empowering International Pedagogy and the Rhetoric of Genocide: Death as a Text, as well as co-author with Robert E. Denton of Social Fragmentation and the Decline of American Democracy: The End of the Social Contract. Judith S. Trent was professor emerita of communication at the University of Cincinnati. She was the author of numerous books, book chapters, and journal articles. She wrote and spoke widely on the subject of political campaign communication and was a frequent commentator and analyst on political campaigns and candidates for the ABC, NBC, and CBS television affiliates in Cincinnati, as well as Ohio/Cincinnati newspapers. Robert V. Friedenberg is professor emeritus of communication at Miami (Ohio) University. He is the author of numerous books, book chapters, and articles. He has served as a communication consultant for the Republican National Committee and has been involved in more than seventy political campaigns.
Preface 1 The Campaign Communications Landscape Importance of Political Campaigns Changes in the Political Campaign Decline of Political Parties Finance Reforms Political Action Committees Technology Communication and Political Campaigns Essential Elements of Political Campaigns Organization and Preview of Chapters 2 Communicative Functions of Campaigns First Political Stage: Surfacing Demonstrating Fitness for Office Initiating Political Rituals Learning about a Candidate Developing Voter Expectations of a Candidate's Style Determining Main Campaign Ideas Selecting Serious Contenders Establishing Candidate-Media Relationships Second Political Stage: Primaries A Source of Feedback for the Candidates A Source of Information for Voters Citizen Involvement in the Political Press Promises Made in Personalized Settings Determination of the True Front-Runners Third Political Stage: Nominating Conventions The Evolution of Change of Political Conventions Reaffirming and Legitimizing the Electoral Process Legitimizing the Party Nominees Demonstrating Party Unity Introducing the Candidate's Campaign Themes and Issues Fourth Political Stage: The General Election Gaining Information Legitimizing the Political System Meeting Campaign Expectations The Fifth Political Stage: Post Election Conclusions 3 Communicative Styles and Strategies of Campaigns Preliminary Considerations Style Image and Campaign Style Technology and Campaign Style Styles and Strategies of Campaigns Incumbency Style Symbolic Strategies Symbolic Strategies of the Office Legitimacy of the Office Competency and the Office Charisma and the Office Pragmatic Strategies Creating Pseudoevents Making Appointments to Jobs and Committees Creating Special Task Forces Appropriating Funds/Grants Consulting with World Leaders Manipulating Important Domestic Issues Receiving Endorsements from Other Leaders Emphasizing Accomplishments Creating an Image of Being Above the Political Trenches Interpreting or Intensifying Foreign Policy Problems into International Crises Summary Disadvantages to Incumbency Campaigning Challenger Style Attacking the Record Taking the Offensive Position on Issues Calling for a Change Emphasizing Optimism for the Future Taking the Offensive Position on Issues Calling for a Change Emphasizing Optimism for the Future Speaking to Traditional Values Appearing to Represent the Philosophical Center Delegating Personal or Harsh Attacks Summary Incumbent/Challenger: A Merger of Styles Conclusions 4 Communicative Mass Channels of Campaigns Early Studies Early American Adaptation of Public Relations and Propaganda Hypodermic Effect Limited Effects or the Social Influence Model Contemporary Studies Diffusion of Information Uses and Gratifications Elaboration Likelihood Agenda-Setting Hypothesis Reconceptualization of the Classics 21st Century Mass Channels of Political Campaign Conclusions 5 Communicative Types and Functions of Televised Campaign Advertising Historical Development Understanding Theory and Praxis Regarding Televisual Attack and Defense Ads Extolling the Candidate's Virtues Ads Condemning/Attacking/Questioning the Opponent Ads Responding the Attacks or Innuendos Final Questions: How Effective Is Television Advertising and Do Televised Attack Ads Work? Does Money Equate to Effectiveness in Advertising? Televised Comedy as Political Advertising Conclusions 6 Ethical Considerations of Campaign Communication Age of Citizen Mistrust, Polarization, and Cynicism A "Philosophy" of Political Campaign Ethics Campaigns and Ethics Ethical Pivots Areas of Ethical Concerns in Political Campaign Communication News Media and Journalism Political Advertising Rejecting the False Model of Political Campaign Ethics: Alinsky Toward a Model of Political Campaign Communication Ethics Conclusions 7 Public Speaking in Campaigns The Decision to Speak Audiences Messages Competency and Format Campaign Messages Incumbent/Challenger Strategies The Speech Need and Justification Stock Speeches: Utilizing Speech Modules Speech-Like Opportunities and Modular Speech Speaking Style: Extemporaneous or Prepared Stock Speeches: The Basic Stump Speech Stock Speeches: The "Why I am Running" Speech Political Speechwriting Justification and Implications of Political Speechwriting Job Demands Speechwriting Teams Methods of Political Speechwriting Surrogate Speakers Selection of Surrogates Benefits of Surrogates Viral Speech Videos Conclusions 8 Recurring Forms of Political Communication Announcement Speeches Preannouncement Situation Purpose of Address Strategies of Address Acceptance Addresses Situation during Address Purpose of Address Strategies of Address Using Simplified Partisan Statements Lamenting the Present while Celebrating the Future Stressing the Crucial Nature of the Election Calling for Unity Using Biography Using Biography to Go Negative Summary News Conferences Situation for News Conferences Purposes of News Conferences Strategies of News Conferences Apologias Situation for an Apologia Purposes of Apologia Strategies of Apologia Control of the Apologia Setting Denial Bolstering Differentiation Transcendental Strategy Confession Summary Conclusions 9 Debates in Campaigns History of Political Debates Deciding Whether to Debate Political Debate Strategies Pre-Debate Strategies Lowering Public Expectations Determining the Target Audience Devising and Rehearsing Possible Answers Determining the Target Audience Devising and Rehearsing Possible Answers Debate Strategies Relating Issues to an Overall Theme Developing an Image Post-Debate Strategies Offering a Large, Well-Coordinated Surrogate Effort Using Ads to Underscore Debate Themes Using Audience Members to Project a Positive View Effects of Political Debates Increased Audiences Reinforce Audience Opinions Shift Limited Numbers of Voters Help Set Voters' Agenda Increase the Voter's Knowledge of Issues Modify Candidate Images Build Confidence in U.S. Democracy Suggestions for Improving Presidential Debates Conclusions 10 Interpersonal Communication in Campaigns Interpersonal Communication between Candidate and Voters Micro-targeting Special Events Public Appearances Dinners Coffees and Receptions Door-to-Door Canvasses Phone Banks The Internet Interpersonal Communication between the Candidate and Prospective Financial Contributors The Importance of Individual Contributors The Role of Attraction Interpersonal Communication between Voters Importance Discussion Topics Interpersonal Communication among Voters, Mass Media, and Voting Behavior Interpersonal Communication and Getting-Out-the-Vote Efforts Behavioral Characteristics of Successful Interpersonal Campaigners Conclusions 11 Advertising in Campaigns Developing a Master Plan for Political Advertising Basic Considerations in the Selection of Political Advertising Media Direct Mail Telephone Contact Services Radio Television The Internet Making Television Ads Targeting of Television Ads Campaign Advertising Strategies Media Concentration and Media Dispersion Continuity Scheduling, Flight Scheduling, and Pulse Scheduling The Spurt Strategy The Fast Finish Strategy The Really Big Show Strategy The Cruise Control Strategy Media and Other Types of Political Consultants History of Political Consulting Functions of Political Consultants Writers Speech Coaches Direct Mail Specialists Conclusions 12 The Internet and Social Media in Campaigns Historical Overview of Campaigns and New Communication Technologies Social Media in Campaigns Social Media and Digital Strategies Blogs Email Mobile Devices Text Messaging Web 2.0 Social Media Facebook YouTube MySpace Twitter Pinterest Tumblr Reddit Snapchat Instagram TikTok ChatGPT Conclusions 13 Journalism and Fake News in Campaigns The Transition of American Journalism Sources of Political News Trust in News How Media Cover Presidential Campaigns The Path to Fake News and Misinformation Effects of Fake News and Misinformation Identifying Fake News and Misinformation Conclusions 14 Campaigning for Local Elections and Offices Early Considerations Campaign Organization Campaign Plan Campaign Messaging Slogans Campaign Colors Logo Issues Opposition Research Media and Tactics Announcing Candidacy Candidate Coffees and Receptions Trinkets Yard Signs Letters Flyers and Handouts Door to Door/Neighborhood Walks Literature Drops Debates Media Coverage News Releases News Conferences Letters to the Editor Editorial Boards Direct Mail Broadcast Media Internet/Web Conclusions Index About the Authors
