Going Dirtyby David Mark
Pub. Date: 03/28/2007
Publisher: Rowman & Littlefield Publishers, Inc.
Going Dirty is a history of negative campaigning in American politics and an examination of how candidates and political consultants have employed this often-controversial technique. The book includes case studies on notable races throughout the television era in which new negative campaign strategies were introduced, or existing tactics were refined and/i>… See more details below
Going Dirty is a history of negative campaigning in American politics and an examination of how candidates and political consultants have employed this often-controversial technique. The book includes case studies on notable races throughout the television era in which new negative campaign strategies were introduced, or existing tactics were refined and amplified upon.
Strategies have included labeling opponents from non-traditional political backgrounds as dumb or lightweight, an approach that got upended when a veteran actor and rookie candidate named Ronald Reagan won the California governorship in 1966, setting him on a path to the White House.
The negative tone of campaigns has also been ratcheted up dramatically since the terrorist attacks of September 11, 2001: Campaign commercials now routinely run pictures of international villains and suggest, sometimes overtly, at other times more subtly, that political opponents are less than resolute in prosecuting the war on terror.
The book also outlines a series of races in which negative campaigning has backfired, because the charges were not credible or the candidate on the attack did not understand the political sentiments of the local electorate they were trying to persuade. The effective of newer technologies on negative campaigning is also examined, including blogs and Web video, in addition to tried and true methods like direct mail.
- Rowman & Littlefield Publishers, Inc.
- Publication date:
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- Product dimensions:
- 6.06(w) x 9.06(h) x 0.86(d)
Table of Contents
Eye of the Beholder: Defining Negative Campaigning 1
What Good Old Days? Notable Developments in Negative Campaigning from the Late Eighteenth Century through the Dawn of the Cold War 17
Going Nuclear 1964: The Rise of Television Attack Ads 39
Dismissive Politics: The Governor Against the Actor 55
"The Truth Shall Rise Again": Brock Versus Gore for U.S. Senate, 1970 73
Confrontation, Bluster, and No Compromise: The Campaigns of Jesse Helms 91
Dole-Gingrich: Going Negative Early and Often 111
The Politics of Fear: Negative Campaigning in the Post-9/11 World 127
Opening the Floodgates: Campaign Finance "Reform" and the Rise of Negativity 151
A Double-Edged Sword: When Negative Campaigning Backfires 165
Hitting the Mark: Negative Campaigning Efforts That Just Plain Worked 185
It's in the Mail: Negative Campaigning Comes Home 213
Conclusion: The Future of Negative Campaigning 231
A Race to the Bottom: Negative Campaigning in the 2006 Midterm Elections 243
Selected Bibliography 253
About the Author 277
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