Routledge Handbook of Political Management (Routledge International Handbooks)
Dennis W. Johnson
Language: English
Pages: 656
ISBN: 0415522943
Format: PDF / Kindle (mobi) / ePub
The Routledge Handbook of Political Management is a comprehensive overview of the field of applied politics, encompassing political consulting, campaigns and elections, lobbying and advocacy, grass roots politics, fundraising, media and political communications, the role of the parties, political leadership, and the ethical dimensions of public life. While most chapters focus on American politics and campaigns, there are also contributions on election campaigns in Europe, the Middle East, Russia, Australia, East Asia, and Latin America. In addition to a thorough treatment of campaign and elections, the authors discuss modern techniques, problems, and issues of advocacy, lobbying, and political persuasion, with a special emphasis throughout the volume on technology, the Internet, and online communications as political tools.
Grounded in the disciplines of political science, political communications, and political marketing, the Routledge Handbook of Political Management explores the linkages between applied politics and social science theory. Leading American and international scholars and practitioners provide an exhaustive and up-to-date treatment of the state of this emerging field. This publication is a major resource for advanced undergraduates, graduate students, and scholars of campaigns, elections, advocacy, and applied politics, as well as for political management professionals.
make an effort to boost the prospects of a candidate for lower office, or draw attention to one or more issues when making a speech. The same type of cooperation exists in most gubernatorial campaigns. Political parties, particularly congressional, senatorial, and state legislative campaign committees in many states, assist legislative candidates with hiring campaign aides and political consultants and with management, fundraising, communications, and other aspects of campaigning requiring
worldwide are following the first type of professional role definition and can be classified as Party-Driven Sellers. Operating in Table 3.4. Professional Campaign Styles by Areas (1) (percentage) Campaign Professionals Classified as . . . Party-Driven Sellers Message-Driven Marketers India East Asia Australia, New Zealand South Africa Western Europe East-Central Europe Other CIS Countries Latin America Russia United States Political Consultants Worldwide 97 84 79 77 73 72 67 50 41 15 60 3 16 21
to the complexity of the electoral environment (as was the creation of party national committees, first undertaken by the Democrats in 1848). By the 1880s, individual managers began assuming responsibility for running presidential campaigns, a task made possible by the availability of communication and informationprocessing technology. The presidential campaign managers of this era, such as Mark Hanna of Ohio, served as the chairpersons of their respective national parties. This gave them a
candidates did not use polls to steer their campaigns until Jacob Javits hired Elmo Roper to help with his congressional campaign in 1946.41 The first presidential campaign to rely heavily on polling for strategic insight was the 1960 Kennedy effort.42 By 1962, two-thirds of Senate candidates, but only 10% of House candidates, used professional pollsters.43 Within a relatively short period of time, all serious candidates for offices at nearly any level of prestige would hire a professional pollster.
in cars (and also at home) for a marginal cost. What all this means, of course, is that it is becoming increasingly difficult for advertisers to reach their audiences. The sheer number of media choices has grown tremendously with the rise of the Internet, cable/digital television, and the proliferation of radio stations. Our target audiences are hard to find and can’t all be found in one place anymore. This audience fragmentation has made it vastly more difficult to get our messages out to the people