Publisher's Synopsis
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. Campaigns and Elections American Style, Second Edition, shows how campaign themes and 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.
