Air wars : television advertising and social media in election campaigns, 1952-2016 / Darrell M. West, Brookings Institution.

Format:

Book

Author/Creator:

West, Darrell M., 1954- author.

Contributor:

Brookings Institution.

Language:

English

Subjects (All):

Advertising, Political--United States.

Advertising, Political.

United States.

Television in politics--United States.

Television in politics.

Political campaigns--United States.

Political campaigns.

United States--Politics and government.

Politics and government.

Physical Description:

xix, 169 pages ; 23 cm

Edition:

7 edition.

Place of Publication:

Thousand Oaks, California : SAGE/CQ Press, [2018]

Summary:

Tracing the evolution of political advertising from 1952 through 2016, Darrell M. West returns with his much anticipated Seventh Edition of Air Wars: Television Advertising and Social Media in Election Campaigns, 1952-2016. Integrating the latest data and key events from the 2016 campaigns-including the most provocative presidential campaign in recent decades and the surprising victory of Donald Trump-West provides in-depth examination and insight into how candidates plan and execute advertising and social media campaigns, how the media cover these campaigns, and how American voters are ultimately influenced by them. This Seventh Edition includes coverage of social media campaigning, nano-targeting strategies in a fragmented electorate, and thorough analysis of the 2016 presidential campaign. It examines the candidates' use of Twitter, concerns over falsehoods and deception, the impact of ads and debates on candidate perceptions, and the new risks to democratic elections brought about by these campaigns. Book jacket.

Contents:

1 The History of Communications 1

From Newspapers and Television to the Internet and Social Media 1

Broadcasting Strategies 5

Narrowcasting 6

Microcasting 6

Nanocasting 7

Conclusion 9

2 Effective Ads and Social Media Promotion 11

Principles of Advertising 12

Production Techniques 15

The Role of Money and Super PACs 20

Effective Tweeting 22

Third-Party Validation 23

Conclusion 24

3 Buying Air Time and Using Social Media 25

The Strategies of Ad Buying 25

The Study of Ad Buys 27

Ad Frequency and Diversification 27

Vapor Ads 33

Social Media Outreach 33

Targeting Strategies 35

Conclusion 38

4 Messages 39

Substantive Content 39

Prominent Ads 40

The Paucity of Policy Appeals 41

Shifts Over Time 42

The Rise of Internet Sites 44

The Rise of Negative Advertising 49

The Objects of Negativity 53

Conclusion 55

5 Media Coverage 57

The Increasing Coverage of Ads 58

Horse-Race Coverage of Ads 59

"Daisy," "Daisy II," and the "Revolving Door" 60

Swift Boat Veterans Ads 62

2008 Ads 63

2012 Ads 64

2016 Ads 66

Conclusion 67

6 Learning About the Candidates 69

Citizens' Knowledge and Evaluations of Candidates 70

The Impact of the Campaign 75

Ads and the Vote 81

Conclusion 84

7 Setting the Agenda 85

The Media's Role in Agenda Setting 85

Policy and Campaign Components of the Agenda 87

The Influence of Individual Ads 88

A Fixed Agenda 89

A Fluid Agenda 91

It's Still the Economy, Stupid! 92

Shifting the Focus 93

A Chaotic World 94

Conclusion 95

8 Playing the Blame Game 97

Blame Dukakis 97

Blame Bush 100

Blame Terrorists 102

Blame Bush and McCain 103

Blame Rom-ney 104

Blame the Establishment 106

Conclusion 106

9 Communications in Congressional Elections 109

Features of Congressional Campaigns 109

Historical Congressional Ads 110

Clinton Versus Giuliani and Lazio in 2000 111

2008 Senate Campaigns 113

2012 House and Senate Campaigns 115

2016 House and Senate Campaigns 117

Conclusion 118

10 Communications and Democratic Elections 119

Democratic Expectations 119

The Risk of Manipulation 121

The Importance of Fact-Checking 124

Lessons of Campaign Communications 126

Slicing and Dicing the Electorate 128

What Can Be Done 129

Conclusion 130.

Notes:

Includes bibliographical references and index.

ISBN:

9781506329833

1506329837

OCLC:

973199497