Communication Consultants in Political Campaigns: Ballot Box Warriors

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Overview

We will never know the precise identity of America's first political consultant. It is likely that candidates were seeking favorable coverage in colonial newspapers as early as 1704; it is also likely that by 1745 candidates were using handbills and pamphlets to augment press coverage of campaigns; and we know that one successful candidate, George Washington in 1758, purchased refreshments for potential voters. These traditional approaches to winning votes have in recent years been amplified by consultants who have shown how cable networks, videocassettes, modems, faxes, focus groups, and other means of communication can be put to partisan use. In this book, Robert V. Friedenberg examines all of the communication techniques used in contemporary political campaigning.

After providing a history of political consulting, Friedenberg examines the principal communication specialities used in contemporary campaigns. Throughout, political consultants discuss their approaches and evaluate the benefits and shortcomings of these methods. An invaluable text for what is arguably the most rapidly changing field of applied communication, this work is must reading for students and researchers of American politics, applied communication, and contemporary political theory.

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Editorial Reviews

Peter W. Wielhouwer
...by-and-large descriptive...a primer on some of the most important aspects of running campaigns and managing campaign communications.
— Political Science Quarterly
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Product Details

Meet the Author

ROBERT V. FRIEDENBERG is Professor of Communication at Miami University, Ohio.

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Table of Contents

Series Foreword
Acknowledgments
1 A History of Political Consulting in America 1
2 Polling Consultants: The Intelligence Service of the Ballot Box Wars 31
3 Speech and Debate Consultants: The Infantry of the Ballot Box Wars 69
4 Narrowcast Media Consultants: The Submarine Service of the Ballot Box Wars 95
5 Newspaper and Radio Consultants: The Artillery Corps of the Ballot Box Wars 127
6 Television Consultants: The Air Force of the Ballot Box Wars 153
7 The Future of Political Consulting: Tomorrow's Battlefields 199
Additional Readings 213
Index 215
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