The Obama Victory: How Media, Money, and Message Shaped the 2008 Election

The Obama Victory: How Media, Money, and Message Shaped the 2008 Election

by Kate Kenski, Kathleen Hall Jamieson, Bruce W. Hardy
     
 

In The Obama Victory, Kate Kenski, Bruce Hardy, and Kathleen Hall Jamieson draw upon the best voter data available, The National Annenberg Election Survey, as well as interviews with key advisors to each campaign, to illuminate how media, money, and messages shaped the 2008 election. They explain how both sides worked the media to reinforce or combat images of

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Overview

In The Obama Victory, Kate Kenski, Bruce Hardy, and Kathleen Hall Jamieson draw upon the best voter data available, The National Annenberg Election Survey, as well as interviews with key advisors to each campaign, to illuminate how media, money, and messages shaped the 2008 election. They explain how both sides worked the media to reinforce or combat images of McCain as too old and Obama as not ready; how Obama used a very effective rough-and-tumble radio and cable campaign that was largely unnoticed by the mainstream media; how the vice presidential nominees impacted the campaign; how McCain's age and Obama's race affected the final vote, and much more.

Product Details

ISBN-13:
9780195399561
Publisher:
Oxford University Press
Publication date:
07/14/2010
Edition description:
New Edition
Pages:
392
Sales rank:
734,716
Product dimensions:
9.32(w) x 6.26(h) x 1.03(d)

Related Subjects

Table of Contents

Introduction 1

Part I The Forces and Messages that Pervaded the Campaign

1 The Economy and the Unpopular Incumbent 13

2 McSame versus the Tax-and-Spend Liberal 27

3 McCain: Out of Touch/Too Old 53

4 Obama: Not Ready to Lead 71

Part II Shifts in Momentum: Five Periods

5 Period One: McCain Gains Energy (June 7-August 22) 109

6 Period Two: Impact of the Vice Presidential Selections and Conventions (August 23-September 9) 123

7 The Impact of Sarah Palin and Joseph Biden 149

8 Period Three: The Campaigns Confront the Economic Collapse (September 10-October 14) 175

9 Period Four: The McCain Surge (October 15-28) 203

10 Period Five: Be Very, Very Afraid/Be Reassured (October 29-November 4) 233

Part III The New Campaign Landscape

11 Absentee and Early Voting in the 2008 Campaign 251

12 Spending Differences and the Role of Microtargeting 265

13 The Effect of Messages 287

Afterword 303

Appendix 315

Notes 319

Index 369

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