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Campaign 2004: Volume 2

Campaign 2004: Volume 2
De/Constructing the Mediated Realities of Presidential Debates, Political Advertising, and Showcase Senate Races (Volume 2 of 4)

Edited by:

January 2006 | 172 pages | SAGE Publications, Inc

The 2004 American Presidential campaign was a watershed event for many reasons, but especially because the line between statesmanship and showmanship became extremely blurred.  Because of the importance of this American election, American Behavioral Scientist is dedicating four issues, entitled Campaign 2004, Volumes 1-4, edited by J. Gregory Payne of Emerson College, to analysis of Campaign 2004, both Presidential and Senatorial, and contemporary issues and dynamics in political communication.

According to public relations guru, James Grunig, political communication is more and more about meaningful relationships the public has with candidates who try to mirror their values, beliefs, and attitudes.  Campaign 2004 was unique because of the use of new technologies such as cable television talk shows, the Internet, Web pages, blogs, and VNRs (simulated video new releases) enabled candidates to target their messages and communication images to smaller groups. The new media challenged the traditional mainstream media by providing a venue for unrestrained, less commercial, and sometimes more global information. Campaign 2004 also shamelessly used staged pseudoevents and celebrity spectacles as "infotainment,' and spent over $620 million on mostly negative political advertising to spell out issues and to try to set the future political agenda.  The four volumes of Campaign 2004 evaluate the successes and failures of Campaign 2004 and offer some practical insights for future campaigns.

Volume I of Campaign 2004 concentrates on campaign rhetoric and the battle for attention in the campaign primaries.  Volume 2 changes direction by focusing on the effectiveness of presidential debates, political advertising, and leadership, as well as showcasing the Senate races in South Dakota and Illinois.  Volume 3 considers trends in new media, mediated reality, and the politics of pseudoevents and celebrity/spectacle, while Volume 4 offers international reflections and perspectives on democracy, and elections in the Middle East and Europe. 

Campaign 2004,  Volumes 1-4 belongs in the library of every one interested in political science, political communication, international relations, mass communication, mass media, journalism, sociology, marketing/advertising, discourse analysis, and rhetoric.

Volume 1: Constructing the New American Ideals/Idols in Democracy (ISBN: 1-4129-3921-6)
Volume 2: De/Constructing the Mediated Realities of Presidential debates, Political Advertising, and Showvase Senate Races (ISBN: 1-4129-3922-4)
Volume 3: The Political Celebrity Spectacle: De/Constructing Image Meaning/Mongering (ISBN: 1-4129-3923-2)
Volume 4: Style versus Substance in E-Politics and International Perspectives on Democracy (ISBN: 1-4129-3924-0)

Part I Political Debates: Crafting the Message to the Targeted Public
Roderick P. Hart and Jay P. Childers
The Evolution of Candidate Bush: A Rhetorical Analysis
Mitchell S. McKinney
Let the People Speak: The Public’s Agenda and Presidential Town Hall Debates
Kate Kenski and Natalie Jomini Stroud
Who Watches Presidential Debates? A Comparative Analysis of Presidential Debate Viewing in 2000 and 2004
Jeffrey W. Jarman
Political Affiliation and Presidential Debates: A Real-Time Analysis of the Effect of the Arguments Used in the Presidential Debates
Khisu Beom, Diana B. Carlin, and Mark D. Silver
The World Was Watching—And Talking: International Perspectives on the 2004 Presidential Debates
Part II Political Advertising in the General Campaign
Lynda Lee Kaid and Monica Postelnicu
Political Advertising in the 2004 Election: Comparison of Traditional Television and Internet Messages
L. Patrick Devlin
Contrasts in Presidential Campaign Commercials of 2004
Mary Christine Banwart and Dianne G. Bystrom
Gendered Reactions: Young Voters’ Responses
Part III Showcase Senate Races
Terry Robertson
A Perfect Storm: A Case Study Analysis of the Defeat of Tom Daschle by John Thune in the 2004 South Dakota Senate Race
David Airne and William L. Benoit
2004 Illinois U.S. Senate Debates: Keyes Versus Obama

J. Gregory Payne

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ISBN: 9781412938013
$ 28.00