Campaign Advertising in Elections
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Crowded Airwaves by James A. Thurber
Book DescriptionPolitical advertising plays a key role in modern electioneering and has formed part of political campaigns since the earliest federal elections were held in the United States. As modes of mass communication have evolved, so have the venues for campaign advertising --from newspapers to radio and television, and today, the Internet. Not only have the outlets for political advertising expanded over the past twenty years, so have the number of groups using it to convey information and advance their points of view. Because political advertising has become such a pervasive medium for candidates, political parties, and special interest groups, understanding its role in election campaigns becomes all the more important. Crowded Airwaves gathers some of the most significant new work in American political advertising and communication. The contributors provide an objective and balanced analysis of political advertising: its causes, its growth, and its consequences on elections in the United States. The chapters in this volume tackle three of the most interesting and most complicated issues in political advertising today: the characterization of ads and the need to measure their impact; the agenda-setting and priming effects of ads; and the role and implications of issue advertising for the electorate. The contributors focus in particular on the effects and consequences of negative advertising. Crowded Airwaves will appeal to readers who are interested in political campaigns and communication. It will be of special importance to those concerned with the tone and content of electoral campaigns and political discourse.
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Book DetailsISBN: 9780815784555
(229mm x 152mm x 14mm)
Imprint: Brookings Institution
Publisher: Brookings Institution
Publish Date: 1-Apr-2000
Country of Publication: United States
Books By Author James A. Thurber
American Gridlock, Paperback (November 2015)
American Gridlock is a comprehensive analysis of polarization encompassing national and state politics, voters, elites, activists, the media, and the three branches of government.
Obama in Office, Paperback (June 2011)
Offers the first scholarly assessment of President Obama and his first two years in office.
Campaigns and Elections American Style, Paperback (August 2009)
Offers information on practical campaign politics. This title explains how campaign themes and strategies are set and communicated; how advanced campaign tactics are used; why mobilizing volunteers is essential; how to get the media to cover a campaign without paying for it; and, how to use focus groups, survey research and media to win elections.
Vital Signs, Hardback (August 2005)» View all books by James A. Thurber
It was the best of elections; it was the worst of elections. The 2004 presidential contest mobilized a record number of voters, with 121 million Americans showing up at the polls.
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Author Biography - James A. Thurber
James A. Thurber is director of the Center for Congressional and Presidential Studies and professor of government at American University, Washington, D.C., USA. Candice J. Nelson is academic director of the Campaign Management Institute and associate professor of government at American University, USA. David A. Dulio is assistant professor of political science at Oakland University, Michigan, USA. He is the author of For Better or Worse: How Political Consultants Are Changing Elections in the United States (Suny Press, 2004).
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