There is no aspect of contemporary American politics more criticized than the modern
political campaign: it provides too little information for the voter, the amount of money spent
is too high, there is no thoughtful discussion of issues, and campaign organizers will reach to
the very edge of acceptable practices to find some way of appealing to the voters.
These are some of the elements that are responsible for the growing disgust for
election campaigns and the decline in political interest. However the question is if campaigns
really do have consequences for the election outcome or if their effect is rather limited. This
paper will focus on the development of political campaigns, their strategy and planning, as
well as on issues and the presentation of the candidate. The composition will further have a
look on the campaign and election in 1992, on the actual effects the campaign has on the voter
and consequently on the election outcome. In the last two decades scholars perceived a change from old to new politics, including
a significant modification in the nature of campaigns. In the last years the traditional partyoriented
personal campaign has been largely replaced by the so-called candidate-centered,
media-oriented campaign. The basic elements of campaigns changed dramatically because of
increased nonvoting, the growth in the power of interest groups, and the power of the media.
In national elections the expansion of the mass media campaign has led to a decline in the
importance of party affiliation, while at the same time the party organizations themselves
became more powerful.
Table of Contents
- 1. The Development of Politics and Campaigning in the U.S
- 1.1 The Reasons of Change – What led to the Political Upheaval in the U.S.?
- 1.2 The Results of Change
- 2. Planning the Campaign: Recruitment, Organization, and Strategy
- 2.1 Recruitment of the Candidate
- 2.2 Getting the Campaign Started: Setting up an Organization
- 2.3 First Steps Towards Success: Developing a Strategy
- 3. How to Win the Election I: Presenting the Candidate
- 3.1 The Information Cycle in Campaigning
- 3.2 Perception and Marketing of the Candidate
- 3.3 Entertainment, Negative Campaigning, and Dirty Tricks
- 3.4 The Role of the Media
- 3.5 The Effects of the Debates
- 4. How to Win the Election II: Issues, Influences, and Rules
- 4.1 Position Issues and Valence Issues
- 4.2 Issues that are Important
- 4.3 Three Types of Issue Appeals
- 4.4 External Influences and Rules of Campaigning
- 5. Campaigning for the Presidential Election in 1992
- 5.1 Before the Nominating Convention
- 5.2 The Final Stage: The General Election Campaign
- 5.3 The Reasons for Bill Clinton's Success
- 6. The Effects of Campaigns: Do they Make a Difference?
- 6.1 Arguments for Campaign Effects
- 6.2 Arguments against Campaign Effects
- 6.3 Conclusion
Objectives and Key Themes
This paper aims to analyze the evolution of political campaigns in the United States, focusing on their strategic planning, the presentation of candidates, and their overall impact on election outcomes. It examines the shift from party-centered to candidate-centered campaigns and explores the role of various factors, including media influence and issue appeals.
- The transformation of American political campaigns from party-oriented to candidate-centered approaches.
- The strategic planning and organizational aspects of modern political campaigns.
- The role of media, candidate image, and issue framing in influencing voter perception.
- The impact of campaigns on voter decisions and election outcomes.
- An examination of the 1992 Presidential election campaign as a case study.
Chapter Summaries
1. The Development of Politics and Campaigning in the U.S.: This chapter analyzes the significant shift in American political campaigns from traditional party-oriented models to candidate-centered, media-driven approaches. It explores the factors contributing to this transformation, including the decline of party power, the rise of interest groups, and the increased influence of mass media. The chapter highlights the resulting changes in campaign strategies and the growing emphasis on candidate image and personal attributes over policy positions, though acknowledging the continued relevance of policy in voter decisions.
2. Planning the Campaign: Recruitment, Organization, and Strategies: This chapter delves into the strategic planning and organizational aspects of modern political campaigns. It discusses the crucial process of candidate recruitment, emphasizing the party's role in identifying and supporting competitive candidates. The chapter also details the establishment of a campaign organization, including the recruitment of a campaign manager and staff, and the vital role of developing a cohesive strategy and message to appeal to voters.
3. How to Win the Election I: Presenting the Candidate: This chapter focuses on the presentation of the candidate to the electorate. It explores the information cycle in campaigning, highlighting the interplay between media, candidate image, and voter perception. The chapter also examines the use of entertainment, negative campaigning, and the role of media coverage and debates in shaping public opinion and influencing electoral outcomes.
4. How to Win the Election II: Issues, Influences, and Rules: This chapter examines the role of issues, external influences, and campaign regulations in shaping electoral outcomes. It differentiates between position and valence issues and analyzes the various ways candidates appeal to voters using different issue strategies. The chapter also considers the impact of external factors and regulatory frameworks on the campaign process.
5. Campaigning for the Presidential Election in 1992: This chapter provides a case study of the 1992 Presidential election campaign. It analyzes the campaign strategies employed before and during the general election, examining the factors that contributed to Bill Clinton's victory. The pre-convention phase and the general election campaign strategies are discussed in detail, providing insights into the practical application of the theoretical concepts presented in the previous chapters.
Keywords
American political campaigns, candidate-centered campaigns, media influence, campaign strategy, voter behavior, election outcomes, 1992 Presidential election, party organization, issue appeals, negative campaigning.
Frequently Asked Questions: A Comprehensive Guide to American Political Campaigns
What is the main focus of this text?
This text provides a comprehensive overview of American political campaigns, analyzing their evolution, strategic planning, candidate presentation, and impact on election outcomes. It examines the shift from party-centered to candidate-centered campaigns and explores the roles of media influence and issue appeals.
What topics are covered in the text?
The text covers a wide range of topics, including: the historical development of American political campaigns; campaign planning (recruitment, organization, strategy); candidate presentation (image, media, debates, negative campaigning); the role of issues and external influences; and a case study of the 1992 Presidential election. It also considers the overall effectiveness of campaigns in influencing voters.
What are the key themes explored in the text?
Key themes include the transformation of American political campaigns from party-oriented to candidate-centered approaches; the strategic planning and organizational aspects of modern campaigns; the role of media, candidate image, and issue framing in influencing voter perception; and the impact of campaigns on voter decisions and election outcomes.
How is the 1992 Presidential election used in the text?
The 1992 Presidential election serves as a case study, illustrating the application of the theoretical concepts discussed throughout the text. The text analyzes the pre-convention phase and the general election campaign strategies, examining the factors contributing to Bill Clinton's victory.
What is the structure of the text?
The text is structured into six chapters. Chapter 1 examines the historical development of political campaigns. Chapters 2 and 3 focus on campaign planning and candidate presentation. Chapters 4 explores issues, influences, and rules in campaigning. Chapter 5 provides the 1992 election case study. Chapter 6 concludes by discussing the overall effects of campaigns on election outcomes.
What are some key concepts discussed in the text?
Key concepts include candidate-centered campaigns, media influence, campaign strategy, voter behavior, issue appeals (position and valence issues), negative campaigning, and the roles of party organization and external influences.
What are the chapter summaries?
Each chapter offers a detailed analysis of its specific topic. Chapter 1 details the shift from party-based to candidate-based campaigns. Chapter 2 covers campaign planning and organization. Chapter 3 focuses on candidate presentation strategies. Chapter 4 examines the impact of issues and regulations. Chapter 5 offers a case study of the 1992 election, and Chapter 6 assesses the overall effectiveness of campaigns.
What are the objectives of this text?
The primary objective is to provide a thorough analysis of the evolution, strategies, and impact of American political campaigns, offering a structured and professional examination of key themes and concepts in the field.
Who is the intended audience for this text?
The intended audience is likely academic researchers and students interested in political science, campaign management, and American politics. The structured and professional approach suggests a focus on scholarly analysis.
Where can I find the keywords of the text?
Keywords include: American political campaigns, candidate-centered campaigns, media influence, campaign strategy, voter behavior, election outcomes, 1992 Presidential election, party organization, issue appeals, and negative campaigning.
- Quote paper
- Ilka Kreimendahl (Author), 2000, Campaigning in America Today: The Role of Campaigns in U.S. Presidential Elections, Munich, GRIN Verlag, https://www.grin.com/document/16640
