Campaigning in the Twenty-First Century: A Whole New Ballgame?

Campaigning in the Twenty-First Century: A Whole New Ballgame?

by Dennis W. Johnson
     
 

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ISBN-10: 0415800382

ISBN-13: 9780415800389

Pub. Date: 12/20/2010

Publisher: Taylor & Francis

So much has changed during the past decade in political campaigning that we can almost say "it's a whole new ball game." This book analyzes the way campaigns were traditionally run and the extraordinary changes that have occurred in the last decade. Dennis W. Johnson looks at the most sophisticated techniques of modern campaigning—micro-targeting, online

Overview

So much has changed during the past decade in political campaigning that we can almost say "it's a whole new ball game." This book analyzes the way campaigns were traditionally run and the extraordinary changes that have occurred in the last decade. Dennis W. Johnson looks at the most sophisticated techniques of modern campaigning—micro-targeting, online fundraising, digital communication, the new media—and examines what has changed, how those changes have dramatically transformed campaigning, and what has remained fundamentally the same despite new technologies and communications.

Campaigns are becoming more open and free-wheeling, with greater involvement of activists and average voters alike. But they can also become more chaotic and difficult to control. Campaigning in the Twenty-First Century presents daunting challenges for candidates and professional consultants as they try to get their messages out to voters. Ironically, the more open and robust campaigns become, the greater is the need for seasoned, flexible and imaginative professional consultants.

Product Details

ISBN-13:
9780415800389
Publisher:
Taylor & Francis
Publication date:
12/20/2010
Edition description:
Older Edition
Pages:
152
Product dimensions:
5.90(w) x 8.90(h) x 0.30(d)

Table of Contents

1. The Modern Campaign 2. Communicating with Voters: The New Media 3. Communicating with Voters: The Old Media 4. Fundraising 5. Independent Voices 6. Taking the Pulse of the Electorate 7. Voter Identification, Contact, and Mobilization 8. Campaigning in the Next Decade

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