1. Chapter 14 The Campaign Pearson Education, Inc. © 2008 American Government: Continuity and Change 9th Edition to accompany Comprehensive, Alternate, Texas, and Essentials Editions O’Connor and Sabato

2. The Nature of Modern Political Campaigns “Campaign” is the military term for an armed struggle to achieve a specific objective. No two are the same; dynamic Despite the unique qualities of each race, electoral contests are similar in structure, consisting in some form of nomination campaign and a general election.

3. Nomination Campaign That part of a political campaign aimed at winning a primary election –Candidates adjust to pressure of the spotlight –Seek the support of party leaders and interest groups, test themes, and slogan –Critical time for gaining and maintaining support within the party and the broader electorate –Candidate must be careful not to move too far to his/her party’s extreme during the nomination campaign. Could be harmful during the general election

4. General Election Campaign Part of a political campaign aimed at winning the general election –Occurs after candidate has won party’s nomination –Focus on gaining support from groups and voters –Decide on issues to emphasize –Adopt a brief theme to serve as rallying cry “A Stronger America” – 2004 Kerry/Edwards “In Your Heart, You Know He’s Right” – 1964 Goldwater –Opposition: “In your guts, you know he’s nuts” –Candidate must also define his or her stance on other topics of interest to voters

5. The Key Players: The Candidate and the Campaign Staff Most important aspect of the campaign is the quality of the candidate and the attributes of the campaign team Package and project the message requires expertise in media and public relations Ability to raise funds –Strong candidate –Experienced campaign staff

6. The Candidate Enter for variety of reasons Must generate support –Meet and greet; one-on-one –Media coverage –Exhausting schedule

7. The Campaign Staff Volunteer Campaign Staff –Voter canvas –GOTV Candidate’s Professional Staff –Campaign manager –Finance chair –Pollster –Direct Mailer –Communications Director –Press Secretary –Internet Team Hired Guns –Campaign consultants –Media consultants Personal Advisors

9. Coverage of the Game: The Media’s Role in Defining the Playing Field What voters hear and see of the candidate is primarily determined by –Paid media –Free media The amount, form, and content of paid media are dictated by the campaign. Free media consists of independent press coverage.

10. Paid Media Positive ad –Advertising on behalf of a candidate that stresses the candidate’s qualifications, family, and issue positions, without reference to the opponent Negative ad –Advertising on behalf of a candidate that attacks the opponent’s platform or character

11. Paid Media Contrast ad –Ad that compares the records and proposals of the candidates, with a bias toward the sponsor Spot ad –Television advertising on behalf of a candidate that is broadcast in sixty-, thirty-, or ten-second duration Inoculation ad –Advertising that attempts to counteract an anticipated attack from the opposition before the attack is launched

12. Free Media Coverage of the campaign –Newsworthy –View candidates with suspicion –Obsessed with the “horserace” –Expectations and predictions

13. The New Media Technological advances impacted political campaigns Can gather and disseminate information better than ever –Rapid-response techniques The formation of prompt and informed responses to changing events on the campaign battlefield Internet –1996 Bob Dole –Blogs

14. Campaign Strategies to Control Media Coverage Isolate candidate from the press Campaign stages media events Spin Circumvent press with entertainment-oriented talk shows – a less critical forum Take great care with debates

15. The Rules of the Game: Campaign Finance Reform –Tillman Act (1907) –Corrupt Practices, Hatch Act, Taft-Hartley Act –Federal Election Campaign Act (FECA) –Bipartisan Campaign Finance Reform Act 2002 –McConnell versus FEC Concluded that the government’s interest in preventing political-party corruption overrides the free speech rights to which the parties would otherwise be entitled

16. Current Rules Political money is now regulated by the federal government under terms of BCRA of 2002 –Outlaws unlimited and unregulated contributions to parties (soft money) and limits the amounts that individual, interest groups and political parties can give to federal candidates

18. Sources of Political Contributions Political money regulated by the federal government can come from –Individual Contributions –Political Action Committee Contributions –Political Party Contributions –Member-to-Candidate Contributions –Candidates’ Personal Contributions –Public Funds Donations from the general tax revenues to the campaigns of qualifying presidential candidates Matching funds Availability

21. The Fall of the Soft-Money Loophole and The Rise of the 527 Loophole Soft Money –The virtually unregulated money funneled by individuals and political committees through state and local parties –Now prohibited under BCRA –Result: Hard money fundraising increased and the emergence of 527s Hard money: legally specified and limited contributions that are clearly regulated by federal law 527 political committees: nonprofit and unregulated interest groups that focus on specific causes or policy positions and attempt to influence voters

23. The Main Event: The 2004 Presidential Campaign The 2004 election for president may go down in history as one of the most divisive. –A month before the election only 3% undecided –Heated race between incumbent President, George W. Bush and Massachusetts Senator, John Kerry

24. The Party Nomination Battle No significant opposition to Bush in the Republican primaries Democrats had 10 candidates competing for the nomination. –Dynamic campaign resolved in March with John Kerry as the nominee

26. The Democratic Convention Kerry announced his choice for vice-president 20 days before the start of the convention. –Not since Ronald Reagan in 1980 had a nominee picked a primary rival as a running mate. –Also the earliest vice presidential selection in a modern presidential campaign –Attempt to balance the ticket Theme of convention: Respected abroad, stronger at home Solid performance, but Kerry-Edwards did not receive a significant post-convention “bounce” –This was unusual; not since McGovern in 1972 had this happened –Explanation: no room for bounce; already a very close race

27. The Republican Convention Theme: A Nation of Courage Surprise of the convention: Zell Miller, a Democratic member of the U.S. Senate, gave a heated speech that was critical of Kerry. New York abounded with protesters. Bush-Cheney received a modest 2% bounce in the polls. –Support of 53% of likely voters

28. Debates, Fall Campaign, and the General Election Debates –Tight election made debates very critical –1 st debate watched by 62.5 million viewers –Kerry thought to have won first debate and did well in subsequent ones Impact: leveled the playing field Much of campaign activity focused in swing states. –Bush stayed on message; painting Kerry as a flip- flopper –Kerry on attack, but then on defensive Results: Long night and no decision until the morning with Bush carrying the election

29. Election Results Bush began to show a convincing lead in Florida. Networks remained cautious. At midnight, made the call for Bush Ohio remained too close to call. Later Wednesday morning, Bush campaign declared victory

31. Analyzing the Outcome of the 2004 Election Turnout had been the highest since 1968 with 59.6% eligible citizens participating. The major partisan divide is seen as the primary cause for such high numbers. In many ways, similar to 2000 election –Red states remained red and blue states remained blue. –Most of the action took place in a handful of competitive states. Was the most expensive presidential race in the nation’s history –Merely a continuation of longstanding modern trends –60 million people left the election disappointed. –But the event unfolded without incident as Americans accepted and took comfort in the results of their nation’s democratic process.