Campaigns in the 21st Century

Campaigns in the 21st Century

by Richard Semiatin

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Campaigns in the 21st Century by Richard Semiatin

This direct and concise text exposes the inner workings of national campaigns and how they are actually run. The author emphasizes how dynamic the process of running a campaign is and how candidates must constantly adapt to political, social, and cultural changes to win elections. In this way, campaigns are like marathons, and candidates must be fit to survive them.


This is one of the only texts on campaigns and elections with a chapter on the use of the Internet in campaigns (Chapter 7).
The author provides a detailed overview of how campaign commercials are made, the different types of messages they present, and how campaigns market the commercials, including a typology of campaign commercials.
The text explains how polling is used to develop a candidate's message and target constituencies.
Chapter 8 describes how campaigns are actually run in terms of how resources are allocated, how time is budgeted, what types of appearances candidates make, and the intensely dynamic nature of the home stretch of the campaign.
Separate chapters cover what motivates candidates to run for office (Chapter 2) and how they decide to run for office (Chapter 3).
Chapter 4 provides a snapshot of the organizational structure of a campaign, including how a national campaign is organized and the roles of staff and consultants.
Coverage of the 2004 Iowa Caucus and New Hampshire Primary
This text is part of McGraw-Hill's prestigious "Critical Topics in American Government" series.

Product Details

ISBN-13: 9780072453621
Publisher: McGraw-Hill Companies, The
Publication date: 04/30/2004
Series: Critical Topics in American Government Ser.
Edition description: New Edition
Pages: 272
Product dimensions: 5.20(w) x 8.30(h) x 0.40(d)

Table of Contents

1. Introduction to Political Campaigns
2. The Motivation to Run for Office
3. The Decision to Run for Office
4. The Campaign Organization
5. Polling
6. Paid Advertising
7. Campaigning on the Internet
8. Campaigning for Office
9. Campaigns and American Democracy
Epilogue: The 2004 Iowa Caucus and New Hampshire Primary

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