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8Campaigns and ElectionsDeciding Who Governs

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Learning Objectives

Evaluate the role of elections in American democracy

Characterize the various factors that motivate people to pursue a political career

8.1

8

8.2

Explain the advantages of incumbency8.3

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Learning Objectives

Identify the main components of campaign strategies

8

8.4

Analyze the role of money in campaigns, identify the major sources of funding, assess the motivations of contributors, and evaluate efforts to regulate campaign finances

8.5

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Learning Objectives

Outline candidates’ strategies for primary races and the general election

8

8.6

Assess influences on voters’ choices8.7

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Elections in a Democracy

Elections as Mandates?

Retrospective Voting

Prospective Voting

Protection of Rights

8.1

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Elections in a Democracy

Elections as Mandates?

Retrospective Voting

Prospective Voting

Protection of Rights

8.1

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Elections in a Democracy

Elections as Mandates?

Retrospective Voting

Prospective Voting

Protection of Rights

8.1

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8.1 What criteria must be met for an election to serve as a policy mandate?

a. Candidates must offer clear policy alternatives

b. Voters select candidates on basis of policy alternatives

c. Elected officials are bound by campaign promises

d. All of the above

8.1

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8.1 What criteria must be met for an election to serve as a policy mandate?

a. Candidates must offer clear policy alternatives

b. Voters select candidates on basis of policy alternatives

c. Elected officials are bound by campaign promises

d. All of the above

8.1

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Power and Ambition

Communication Skills

Professionalism

Careerism

Lawyers in Politics

Careerists Versus Amateurs

8.2

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Power and Ambition

Communication Skills

Professionalism

Careerism

Lawyers in Politics

Careerists Versus Amateurs

8.2

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Power and Ambition

Communication Skills

Professionalism

Careerism

Lawyers in Politics

Careerists Versus Amateurs

8.2

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Insurgency? 8.2

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8.2 From what profession do over half of elected officials hail?

a. Medicine

b. Academia

c. Law

d. Acting

8.2

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8.2 From what profession do over half of elected officials hail?

a. Medicine

b. Academia

c. Law

d. Acting

8.2

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Advantages of Incumbency

Name Recognition

Quality of Challengers

Campaign Contributions

Resources of Office

Advantages of State and Local Incumbents

8.3

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Advantages of Incumbency

Name Recognition

Quality of Challengers

Campaign Contributions

Resources of Office

Advantages of State and Local Incumbents

8.3

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Advantages of Incumbency

Name Recognition

Quality of Challengers

Campaign Contributions

Resources of Office

Advantages of State and Local Incumbents

8.3

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TABLE 8.1: In the money: Incumbent advantage in fund-raising

8.3

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Advantages of Incumbency

Name Recognition

Quality of Challengers

Campaign Contributions

Resources of Office

Advantages of State and Local Incumbents

8.3

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8.3 Which of the following is not an advantage of incumbency?

a. Franking privilege

b. Full-time staff

c. Bringing federal funding home

d. No record of mistakes

8.3

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8.3 Which of the following is not an advantage of incumbency?

a. Franking privilege

b. Full-time staff

c. Bringing federal funding home

d. No record of mistakes

8.3

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Campaign Strategies

Selecting a Theme Negative Campaigning: “Defining” the

Opponent Targeting Voters Using Focus Groups and Polling Incumbent Versus Challenger Strategies News Management Paid Advertising Free Airtime Effects of Campaigning

8.4

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Campaign Strategies

Selecting a Theme Negative Campaigning: “Defining” the

Opponent Targeting Voters Using Focus Groups and Polling Incumbent Versus Challenger Strategies News Management Paid Advertising Free Airtime Effects of Campaigning

8.4

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Campaign Strategies

Selecting a Theme Negative Campaigning: “Defining” the

Opponent Targeting Voters Using Focus Groups and Polling Incumbent Versus Challenger Strategies News Management Paid Advertising Free Airtime Effects of Campaigning

8.4

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Campaign Strategies

Selecting a Theme Negative Campaigning: “Defining” the

Opponent Targeting Voters Using Focus Groups and Polling Incumbent Versus Challenger Strategies News Management Paid Advertising Free Airtime Effects of Campaigning

8.4

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News management 8.4

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Campaign Strategies

Selecting a Theme Negative Campaigning: “Defining” the

Opponent Targeting Voters Using Focus Groups and Polling Incumbent Versus Challenger Strategies News Management Paid Advertising Free Airtime Effects of Campaigning

8.4

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Campaign Strategies

Selecting a Theme Negative Campaigning: “Defining” the

Opponent Targeting Voters Using Focus Groups and Polling Incumbent Versus Challenger Strategies News Management Paid Advertising Free Airtime Effects of Campaigning

8.4

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8.4 What is a focus group?

a. An intensive form of polling

b. A meeting of voters to select a nominee

c. A type of debate used in primary campaigns

d. A staff of paid political consultants

8.4

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8.4 What is a focus group?

a. An intensive form of polling

b. A meeting of voters to select a nominee

c. A type of debate used in primary campaigns

d. A staff of paid political consultants

8.4

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Campaign Finance

Congressional Costs Raising Campaign Cash Public Money Small Donations Large Individual Donors Candidate Self-Financing Issue Ads What Do Contributors “Buy”? Big-Money Contributors Buying Access to Policymakers

8.5

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Campaign Finance (Cont’d) Political Action Committees (PACs) Individual Contributors Buying Government Assistance Fund-Raising Chores Regulating Campaign Finance Limits on Contributions Independent Organization Spending Reporting Campaign Finance Reform Supreme Court and Campaign Finance Corporations, Unions, and Citizens United

8.5

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Campaign Finance

Congressional Costs Raising Campaign Cash Public Money Small Donations Large Individual Donors Candidate Self-Financing Issue Ads What Do Contributors “Buy”? Big-Money Contributors Buying Access to Policymakers

8.5

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FIGURE 8.1: Sparing no expense: Growing cost of campaigns

8.5

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Billionaire mayor 8.5

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Campaign Finance

Congressional Costs Raising Campaign Cash Public Money Small Donations Large Individual Donors Candidate Self-Financing Issue Ads What Do Contributors “Buy”? Big-Money Contributors Buying Access to Policymakers

8.5

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Campaign Finance

Congressional Costs Raising Campaign Cash Public Money Small Donations Large Individual Donors Candidate Self-Financing Issue Ads What Do Contributors “Buy”? Big-Money Contributors Buying Access to Policymakers

8.5

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Celebrities help raise funds

8.5

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Campaign Finance

Congressional Costs Raising Campaign Cash Public Money Small Donations Large Individual Donors Candidate Self-Financing Issue Ads What Do Contributors “Buy”? Big-Money Contributors Buying Access to Policymakers

8.5

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Campaign Finance

Congressional Costs Raising Campaign Cash Public Money Small Donations Large Individual Donors Candidate Self-Financing Issue Ads What Do Contributors “Buy”? Big-Money Contributors Buying Access to Policymakers

8.5

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FIGURE 8.2: Who Gives What?: Twenty Big Independent Spenders in 2012

8.5

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Political Action Committees (PACs) Individual Contributors Buying Government Assistance Fund-Raising Chores Regulating Campaign Finance Limits on Contributions Independent Organization Spending Reporting Campaign Finance Reform Supreme Court and Campaign Finance Corporations, Unions, and Citizens United

8.5Campaign Finance

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Political Action Committees (PACs) Individual Contributors Buying Government Assistance Fund-Raising Chores Regulating Campaign Finance Limits on Contributions Independent Organization Spending Reporting Campaign Finance Reform Supreme Court and Campaign Finance Corporations, Unions, and Citizens United

8.5Campaign Finance

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FIGURE 8.3: Who’s giving? Characteristics of individual political contributors

8.5

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Political Action Committees (PACs) Individual Contributors Buying Government Assistance Fund-Raising Chores Regulating Campaign Finance Limits on Contributions Independent Organization Spending Reporting Campaign Finance Reform Supreme Court and Campaign Finance Corporations, Unions, and Citizens United

8.5Campaign Finance

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Political Action Committees (PACs) Individual Contributors Buying Government Assistance Fund-Raising Chores Regulating Campaign Finance Limits on Contributions Independent Organization Spending Reporting Campaign Finance Reform Supreme Court and Campaign Finance Corporations, Unions, and Citizens United

8.5Campaign Finance

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Political Action Committees (PACs) Individual Contributors Buying Government Assistance Fund-Raising Chores Regulating Campaign Finance Limits on Contributions Independent Organization Spending Reporting Campaign Finance Reform Supreme Court and Campaign Finance Corporations, Unions, and Citizens United

8.5Campaign Finance

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Political Action Committees (PACs) Individual Contributors Buying Government Assistance Fund-Raising Chores Regulating Campaign Finance Limits on Contributions Independent Organization Spending Reporting Campaign Finance Reform Supreme Court and Campaign Finance Corporations, Unions, and Citizens United

8.5Campaign Finance

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8.5 How much, on average, does a House member have to raise every day toward re-election campaigning?

a. $3,200

b. $1,500

c. $2,500

d. $3,000

8.5

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8.5 How much, on average, does a House member have to raise every day toward re-election campaigning?

a. $3,200

b. $1,500

c. $2,500

d. $3,000

8.5

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Presidential Campaign Media Mentions Presidential Credentials Decision to Run Strategy for the Primaries Primary Campaigns Iowa Caucuses New Hampshire Primary South Carolina Primary Front-End Strategy Front-Loading Primaries

8.6

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Presidential Campaign Big-State Strategy Primary Debates General Election Battle Targeting the Swing States Tarmac Politics Presidential Debates Hitting the Talk Shows Electoral College Vote The Vital South

8.6

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8.6Presidential Campaign Media Mentions Presidential Credentials Decision to Run Strategy for the Primaries Primary Campaigns Iowa Caucuses New Hampshire Primary South Carolina Primary Front-End Strategy Front-Loading Primaries

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8.6Presidential Campaign Media Mentions Presidential Credentials Decision to Run Strategy for the Primaries Primary Campaigns Iowa Caucuses New Hampshire Primary South Carolina Primary Front-End Strategy Front-Loading Primaries

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8.6Presidential Campaign Media Mentions Presidential Credentials Decision to Run Strategy for the Primaries Primary Campaigns Iowa Caucuses New Hampshire Primary South Carolina Primary Front-End Strategy Front-Loading Primaries

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8.6Presidential Campaign Media Mentions Presidential Credentials Decision to Run Strategy for the Primaries Primary Campaigns Iowa Caucuses New Hampshire Primary South Carolina Primary Front-End Strategy Front-Loading Primaries

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Comeback kid 8.6

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8.6Presidential Campaign Media Mentions Presidential Credentials Decision to Run Strategy for the Primaries Primary Campaigns Iowa Caucuses New Hampshire Primary South Carolina Primary Front-End Strategy Front-Loading Primaries

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Presidential Campaign 8.6

Big-State Strategy Primary Debates General Election Battle Targeting the Swing States Tarmac Politics Presidential Debates Hitting the Talk Shows Electoral College Vote The Vital South?

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Presidential Campaign 8.6

Big-State Strategy Primary Debates General Election Battle Targeting the Swing States Tarmac Politics Presidential Debates Hitting the Talk Shows Electoral College Vote The Vital South?

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Presidential Campaign 8.6

Big-State Strategy Primary Debates General Election Battle Targeting the Swing States Tarmac Politics Presidential Debates Hitting the Talk Shows Electoral College Vote The Vital South?

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President Obama debates Mitt Romney 8.6

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Presidential Campaign 8.6

Big-State Strategy Primary Debates General Election Battle Targeting the Swing States Tarmac Politics Presidential Debates Hitting the Talk Shows Electoral College Vote The Vital South?

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President Elvis 8.6

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Presidential Campaign 8.6

Big-State Strategy Primary Debates General Election Battle Targeting the Swing States Tarmac Politics Presidential Debates Hitting the Talk Shows Electoral College Vote The Vital South?

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FIGURE 8.4: Red states, blue states 8.6

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Presidential Campaign 8.6

Big-State Strategy Primary Debates General Election Battle Targeting the Swing States Tarmac Politics Presidential Debates Hitting the Talk Shows Electoral College Vote The Vital South?

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8.6 Which state holds the first primary election?

a. New Hampshire

b. Iowa

c. South Carolina

d. Ohio

8.6

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8.6 Which state holds the first primary election?

a. New Hampshire

b. Iowa

c. South Carolina

d. Ohio

8.6

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The Voter Decides

Party Affiliation

Group Voting

Race and Gender Gaps

Candidate Image

The Economy

Issue Voting

8.7

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FIGURE 8.5: How we vote: Party, ideology, and nature of the times in presidential voting

8.7

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The Voter Decides

Party Affiliation

Group Voting

Race and Gender Gaps

Candidate Image

The Economy

Issue Voting

8.7

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FIGURE 8.6: How we vote: Voting in the 2012 presidential election

8.7

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The Voter Decides

Party Affiliation

Group Voting

Race and Gender Gaps

Candidate Image

The Economy

Issue Voting

8.7

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TABLE 8.2: Public perception: Obama and Romney images of 2012

8.7

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TABLE 8.3: What mattered most?: Issues the voters cared about in 2012

8.7

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The Voter Decides

Party Affiliation

Group Voting

Race and Gender Gaps

Candidate Image

The Economy

Issue Voting

8.7

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8.7 Which factor is most important in voter choice?

a. Party affiliation

b. Candidate image

c. Policy positions

d. Group interests

8.7

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8.7 Which factor is most important in voter choice?

a. Party affiliation

b. Candidate image

c. Policy positions

d. Group interests

8.7

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Discussion Question

What did you learn in this chapter about political campaigning that you did not know previously? Did you find any aspects of campaigning shocking or disturbing?

8