Air wars: television advertising and social media in election campaigns, 1952-2016
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Thousand Oaks, California
SAGE/CQ Press
[2018]
|
| Ausgabe: | 7. edition |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030076118&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030076118&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
| Beschreibung: | Includes bibliographical references and index |
| Umfang: | xix, 169 Seiten Illustrationen 23 cm |
| ISBN: | 9781506329833 |
Internformat
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| 245 | 1 | 0 | |a Air wars |b television advertising and social media in election campaigns, 1952-2016 |c Darrell M. West, Brookings Institution |
| 250 | |a 7. edition | ||
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Datensatz im Suchindex
| _version_ | 1819374045637902336 |
|---|---|
| adam_text | ix
xi
xiii
1
1
5
6
6
7
9
11
12
15
20
22
23
24
25
25
27
27
33
33
35
38
39
39
40
Tables
Preface
Pictorial History
The History of Communications
From Newspapers and Television to the Internet
and Social Media
Broadcasting Strategies
Narrowcasting
Microcasting
Nanocasting
Conclusion
Effective Ads and Social Media Promotion
Principles of Advertising
Production Techniques
The Role of Money and Super PACs
Effective Tweeting
Third-Party Validation
Conclusion
Buying Air Time and Using Social Media
The Strategies of Ad Buying
The Study of Ad Buys
Ad Frequency and Diversification
Vapor Ads
Social Media Outreach
Targeting Strategies
Conclusion
Messages
Substantive Content
Prominent Ads
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
Ifs 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 Romney 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
Appendix: Memorable Ads, 1984-2016 131
Notes 143
Index 157
About the Author 169
“Air Wars has always helped my students to develop a better understanding
of the traditional political communication theories. West does a great job
with the coverage of traditional advertising methods and historical ads.
—Heather Evans, Sam Houston State University
“Air Wars is a remarkably valuable text for those who are interested in
learning about paid media advertising in American election campaigns.
West does an admirable job of devoting attention to all aspects of the
advertising process: the behind-the-scenes strategic considerations
of the producers, the coverage by the news media, and their effects
on the audience.”
—Robert Dion, University of Evansville
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.
|
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| edition | 7. edition |
| era | Geschichte 1952-2016 gnd |
| era_facet | Geschichte 1952-2016 |
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| spellingShingle | West, Darrell M. 1954- Air wars television advertising and social media in election campaigns, 1952-2016 Advertising, Political United States Television in politics United States Political campaigns United States Wahlpropaganda (DE-588)4188928-9 gnd Social Media (DE-588)4639271-3 gnd Politische Werbung (DE-588)4129440-3 gnd Wahlkampf (DE-588)4064292-6 gnd Fernsehen (DE-588)4016825-6 gnd |
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| title | Air wars television advertising and social media in election campaigns, 1952-2016 |
| title_auth | Air wars television advertising and social media in election campaigns, 1952-2016 |
| title_exact_search | Air wars television advertising and social media in election campaigns, 1952-2016 |
| title_full | Air wars television advertising and social media in election campaigns, 1952-2016 Darrell M. West, Brookings Institution |
| title_fullStr | Air wars television advertising and social media in election campaigns, 1952-2016 Darrell M. West, Brookings Institution |
| title_full_unstemmed | Air wars television advertising and social media in election campaigns, 1952-2016 Darrell M. West, Brookings Institution |
| title_short | Air wars |
| title_sort | air wars television advertising and social media in election campaigns 1952 2016 |
| title_sub | television advertising and social media in election campaigns, 1952-2016 |
| topic | Advertising, Political United States Television in politics United States Political campaigns United States Wahlpropaganda (DE-588)4188928-9 gnd Social Media (DE-588)4639271-3 gnd Politische Werbung (DE-588)4129440-3 gnd Wahlkampf (DE-588)4064292-6 gnd Fernsehen (DE-588)4016825-6 gnd |
| topic_facet | Advertising, Political United States Television in politics United States Political campaigns United States Wahlpropaganda Social Media Politische Werbung Wahlkampf Fernsehen United States Politics and government USA |
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