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As the plugged-in presidential campaign has arguably reached maturity, Presidential Campaigning in the Internet Age challenges popular claims about the democratizing effect of Digital Communication Technologies (DCTs). Analyzing campaign strategies, structures, and tactics from the past six presidential election cycles, Stromer-Galley reveals how, for all their vaunted inclusivity and tantalizing promise of increased two-way communication between candidates and the individuals who support them, DCTs have done little to change the fundamental dynamics of campaigns. The expansion of new technologies has presented candidates with greater opportunities to micro-target potential voters, cheaper and easier ways to raise money, and faster and more innovative ways to respond to opponents. The need for communication control and management, however, has made campaigns slow and loathe to experiment with truly interactive internet communication technologies. Citizen involvement in the campaign historically has been and, as this book shows, continues to be a means to an end: winning the election for the candidate. For all the proliferation of apps to download, polls to click, videos to watch, and messages to forward, the decidedly undemocratic view of controlled interactivity is how most campaigns continue to operate. In the fully revised second edition, Presidential Campaigning in the Internet Age examines election cycles from 1996, when the World Wide Web was first used for presidential campaigning, through 2016 when campaigns had the full power of advertising on social media sites. As the book charts changes in internet communication technologies, it shows how, even as campaigns have moved from a mass mediated to a networked paradigm, the possibilities these shifts in interactivity seem to promise for citizen input and empowerment remain farther than a click away.
A wickedly funny and astute chronicle of the 1996 presidential campaign--and how we go about choosing our leaders at the turn of the century. In it Michael Lewis brings to the political scene the same brilliance that distinguished his celebrated best-seller about the financial world, Liar's Poker. Beginning with the primaries, Lewis traveled across America--a concerned citizen who happened to ride in candidates' airplanes (as well as rented cars in blinding New Hampshire blizzards) and write about their adventures. Among the contenders he observed: Pat Buchanan, a walking tour of American anger; Lamar Alexander, who appealed to people who pretend to be nice to get ahead; Steve Forbes, frozen in a smile and refusing to answer questions about his father's motorcycles; Alan Keyes, one of the great political speakers of our age, whom no one has ever heard of; Morry Taylor--"the Grizz"--the hugely successful businessman who became the refreshing embodiment of ordinary Americans' appetites and ambitions; Bob Dole, a man who set out to prove he would never be president; and Bill Clinton, the big snow goose who flew too high to be shot out of the sky. We watch the cliches of this peculiar subculture collide with characters from the real world: a pig farmer in Iowa; an evangelical preacher in Colorado Springs; a homeless person in Manhattan; a prospective illegal immigrant in Mexico. The politicians speak and speak, often reversing positions, denying direct quotations, mastering the sound bite, dodging hard questions, wreaking havoc on the English language. Spin doctors spin. Rented strangers (campaign workers) proliferate. One particular toe sucker goes awry. Ads are honed tomisrepresent and distort. Money makes the world go round. And the citizens are left dumbfounded or cheering empty platitudes. When trail fever breaks on Election Day, half of America's eligible voters stay home. This book offers a striking look at us and our politics and the mammoth unlikelihood of connection between the inauthentic modern candidate and the voter's passions, needs, and desires. In telling the story, Michael Lewis once again proves himself a masterful observer of the American scene.
Eminent political scientists weigh the benefits and the costs of this state of permanent campaign and describe the kind of political system likely to emerge within it.
What is wrong with American political campaigns? How could the campaign process be improved? This volume brings the expertise of leading political scientists to the public debate about campaign reform. These scholars probe the reality behind the conventional wisdom that nasty, vacuous campaigns dominated by big money and cynical media coverage are perverting our political process and alienating our citizenry. Some of their conclusions will be startling to campaigners and critics alike. For example, "attack" advertisements prove to be no more effective than self-promotional advertisements, but are more substantive. Indeed, candidates in their advertisements and speeches focus more on policy and less on strategy and process than any major news outlet, including the New York Times. The volume suggests that, as a result, prospective voters in 1996 knew more about the candidates' issue positions than in any presidential election in decades, yet turnout and public faith in the electoral process continued to decline. For aspiring reformers, Bartels and his colleagues provide a bracing reality check. For students and scholars of electoral politics, political communication, and voting behavior, they provide an authoritative summary and interpretation of what we know about the nature and impact of political campaigns. The insights and evidence contained in this volume should be of interest to anyone concerned about the present state and future prospects of American electoral process. Larry M. Bartels is Professor of Politics and Public Affairs and Stuart Professor of Communications and Public Affairs in the Woodrow Wilson School, Princeton University. Lynn Vavreck is Assistant Professor of Government, Dartmouth College. Other contributors are Bruce Buchanan, Tami Buhr, Ann Crigler, John G. Geer, Kathleen Hall Jamieson, Marion Just, Daron R. Shaw, and John Zaller.