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Plasser examines the changing practices of election campaigning worldwide. Based on data of an indepth survey of campaign managers and political consultants from 43 countries, he provides insights into the professional role definitions and strategic orientations determining the future of electioneering in media-centered democracies. The first section gives a state-of-the-art overview of the international literature and modernization theories describing and analyzing the ongoing process of modernization and growing professionalization of electioneering around the world. The second section deals with the topic of an Americanization of campaign practices in countries fundamentally different from the United States from a diffusion point of view. A special focus is the role of U.S. overseas consultants in influencing and modifying campaign practices in foreign countries based on indepth interviews about the professional experiences of leading figures of the Americans overseas consultancy business. The third section deals with central features of campaign practices from a comparative perspective and provides information and data about the media infrastructure and political culture indicators for 50 countries as well as a detailed comparison of country-specific campaign regulations, party system features, and campaign styles. The fourth section focuses on the results of Plasser's Global Political Consultancy Survey among 592 campaign professionals from 43 countries. The results of this first worldwide survey offer insights into professional orientations, role definitions, and practices of campaign managers and political consultants throughout the world. The fifth section discusses different area- and country-specific campaign styles from a comparative perspective. The final chapters present a global typology of distinct campaign styles across the world, summarize the central findings, and link them to the ongoing debate about the future of electioneering in media-centered democracies. An essential research tool for scholars, students, and other researchers involved with comparative electioneering, political management, and political communication.
Today, political leaders and candidates for office must campaign in a multi-media world not only through the traditional media forums - newspapers, radio, and television - but also through new digital media, particularly social media. Electoral Campaigns, Media, and the New World of Digital Politics chronicles how Twitter, Facebook, Reddit, email, and memes are used successfully and unsuccessfully to influence elections. Each of these platforms have different affordances and reach different audiences in different ways and campaigns often have to wage different campaigns on each of these mediums. In some instances, they are crucial in altering coverage in the mainstream media. In others, digital media remains under-utilized and undeveloped. As has always been the case in politics, outcomes that depend on economic and social conditions often dictate people's readiness for certain messages. However, the method and content of those messages has changed with great consequences for the health and future of democracy. This book answers several questions: How do candidates/parties reach audiences that are preoccupied, inattentive, amorphous and bombarded with so many other messages? How do they cope with the speed of media reporting in a continuous news cycle that demands instantaneous responses? How has media fragmentation altered the campaign styles and content of campaign communication, and general campaign discourse? Finally and most critically, what does this mean for how democracies function?
"This book increases our understanding of aspects and methods for political campaigning, messaging, and communications in the information age, analyzing political activism in the information age, its methods, the effectiveness of these methods, and tools for analyzing these methods"--
The Internet first played a minor role in the 1992 U.S. Presidential election, and has gradually increased in importance so that it is central to election campaign strategy. However, election campaigners have, until very recently, focused on Web 1.0: websites and email. Political Campaigning, Elections and the Internet contextualises the US Presidential campaign of 2008 within three other contests: France 2007; Germany 2009; and the UK 2010. In offering a comparative history of the use of the Internet as an election tool, the authors are able to test the optimistic view that the Internet is transforming elections while also mapping the role the Internet plays and performs for parties and candidates. Lilleker and Jackson offer in-depth analysis demonstrating how interactive Web 2.0 online tools, including weblogs, social networking sites and file-sharing sites, are utilised and evaluate the role of these tools in the marketing and branding of parties and candidates. Examining the interactivity between candidate, party, and voter, this important book will be of strong interest to students and scholars of political science, elections, international relations and political communication. It will be of value to those within public relations, marketing and related communication and media programmes.
This book examines the history and role of election posters as one of the most crucial forms of political communication, especially in electoral campaigns, in a number of countries around the globe. The contributing authors present comparative research on electoral posters from countries from all five continents, summarizing international similarities and national differences. The book also discusses theoretical aspects and different methodological approaches that are used for studying the design, content and reception of election posters as a means of political communication.
There is increasing awareness of growing similarities in political marketing practices around the world. Global political marketing is a comprehensive analysis of why, how and with what affect parties use political marketing in a range of political systems - presidential, parliamentary, two and multi-party, and established and emerging democracies. Written by a team of 25 international expert authors, the volume explores the impact of systemic features such as the party and electoral system, analysing how parties use marketing through 14 detailed country studies. The book explores the notion that political marketing is used by parties to both sell and design political products, is by no means confined to the opposition, and that many opinions besides those of the voters are considered in product design, including ideological anchors, expert opinion and party members’ input. The authors also explore how other factors impact on political marketing effectiveness, such as the ability of governments to communicate delivery, stay in touch, the role of the media and party unity and culture. Finally the work discusses the democratic implications of market-oriented parties, highlighting the need for debate about the relationship between citizens and governments and the prospects for democracy in the 21st century. Including a practitioner perspective as well as rigorous academic analysis, this collection provides the first global comprehensive overview of how political parties market themselves, it will be of great interest to all scholars of political marketing, parties and elections and comparative politics.
Now in its seventh edition, Political Campaign Communication provides a realistic understanding of the strategic and tactical communication practices utilized in contemporary political campaigns. It draws on a wealth of examples from local to national political campaigns and communication theory to illustrate principles and practices of campaigns such as functions, stages, communicative styles, public speaking, debates, interpersonal communication, political advertising, and the use of the internet and new media. Trent, Friedenberg, and Denton's classic text has been updated to reflect recent election campaigns, including the 2010 congressional elections and the initial stages of the 2012 presidential election. Many sections now focus on the most recent presidential elections, and the campaigns of Barack Obama and John McCain. In addition, the authors have examined the expanding role of the internet in political campaigns. Political Campaign Communication continues to be a classroom favorite-a thoroughly researched, insightful, and reader-friendly text.
Much has been written about the historic nature of the Obama campaign. The multi-year, multi-billion dollar operation elected the nation's first black president, raised and spent more money than any other election effort in history, and built the most sophisticated voter targeting technology ever before used on a national campaign. What is missing from most accounts of the campaign is an understanding of how Obama for America recruited, motivated, developed, and managed its formidable army of 2.2 million volunteers. Unlike previous field campaigns that drew their power from staff, consultants, and paid canvassers, the Obama campaign's capacity came from unpaid local citizens who took responsibility for organizing their own neighborhoods months--and even years--in advance of election day. In so doing, Groundbreakers argues, the campaign engaged citizens in the work of practicing democracy. How did they organize so many volunteers to produce so much valuable work for the campaign? This book describes how. Elizabeth McKenna and Hahrie Han argue that the legacy of Obama for America extends beyond big data and micro-targeting; it also reinvigorated and expanded traditional models of field campaigning. Groundbreakers makes the case that the Obama campaign altered traditional ground games by adopting the principles and practices of community organizing. Drawing on in-depth interviews with OFA field staff and volunteers, this book also argues that a key achievement of the OFA's field organizing was its transformative effect on those who were a part of it. Obama the candidate might have inspired volunteers to join the campaign, but it was the fulfilling relationships that volunteers had with other people--and their deep belief that their work mattered for the work of democracy--that kept them active. Groundbreakers documents how the Obama campaign has inspired a new way of running field campaigns, with lessons for national and international political and civic movements.
Studies of election campaigns have shown an increased employment of websites, weblog tools, email, and social media by political campaigners, as well as the use of similar platforms by citizens to find information, communicate about elections or engage more generally in political issues. This comprehensive volume explores the ways in which social media is used on the one hand as a campaigning tool, and on the other, by local citizens. It aims to develop a more holistic and Eurocentric research agenda by capturing both supply and demand practices at the European level. The authors employ both single and multination case studies, furthering debates on how political actors and voters embrace the new information and communication environment, in what ways, and for what purposes. The book offers new perspectives on social media campaigning within European democracies, thereby contributing to a more global and comprehensive understanding of how campaigning is affected, and might be enhanced, by developing an interactive digital strategy. This book will be of great interest to students of both politics and media studies. It was originally published as a special issue of the Journal of Information Technology & Politics.
Now in its third edition, Political Campaign Communication: Inside and Out examines the intricacies of political campaigning through the eyes of both an academic and a political consultant. Unlike others in its field, this text takes a broad view of political campaigning, discussing both theories and principles, along with topics such as political socialization, the role of money, ethics, and critical events. This new edition delves into ongoing changes in the American political environment, with fuller examinations of women and gender, the involvement of social media in political campaigning, political money, and ethics. Advanced undergraduate and graduate students of political communication can make use of updated chapter-by-chapter discussion questions and online practice quizzes.