Political Consultants And Negative Campaigning

Political Consultants And Negative Campaigning

by Kerwin C. Swint
     
 

One of the most closely-watched and controversial aspects of modern political campaigning is the use of negative, attack tactics. This book examines the role played by negative campaigning through a national survey of professional political consultants.See more details below

Overview

One of the most closely-watched and controversial aspects of modern political campaigning is the use of negative, attack tactics. This book examines the role played by negative campaigning through a national survey of professional political consultants.

Product Details

ISBN-13:
9780761810094
Publisher:
The Rowman & Littlefield Publishing Group Inc
Publication date:
01/15/1998
Edition description:
New Edition
Pages:
188
Product dimensions:
8.50(w) x 5.50(h) x 0.43(d)

Table of Contents

List of Tables
List of Figures
Preface
Acknowledgements
Ch. 1Introduction1
Ch. 2The Negative Campaign7
Ch. 3Successful Attack Strategies25
Ch. 4Spiro Agnew for Vice president?: The Use of Humor in Negative Ads37
Ch. 5Negativity is in the Eye of the Beholder49
Ch. 6When Do Campaigns Go Negative?63
Ch. 7Communicating Attack Messages79
Ch. 8Party and Gender Differences Among Consultants97
Ch. 9There's No Substitute for Experience: How Consultants Traits Such as Age And Experience Affect Media Selection109
Ch. 10Telephones and Push Polls: Reach Out and Smack Someone121
Ch. 11Case Studies
1The Ballad of Margie Lopp129
2A Senator, a Colonel, and a Marshall135
3A Jersey Street Fight145
Ch. 12Toward the Millenium151
Appendix157
Bibliography167
Index173
Author175

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