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Jimmy Carter and the Birth of the Marathon Media Campaign (Hardcover)
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Jimmy Carter and the Birth of the Marathon Media Campaign (Hardcover)
Series: Media and Public Affairs
Expected to ship within 10 - 15 working days
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With the rise of Jimmy Carter, a former Georgia governor and a
relative newcomer to national politics, the 1976 presidential
election proved a transformative moment in U.S. history, heralding
a change in terms of how candidates run for public office and how
the news media cover their campaigns. Amber Roessner's Jimmy Carter
and the Birth of the Marathon Media Campaign chronicles a change in
the negotiation of political image-craft and the role it played in
Carter's meteoric rise to the presidency. She contends that
Carter's underdog victory signaled a transition from an older form
of party politics focused on issues and platforms to a newer brand
of personality politics driven by the manufacture of a political
image. Roessner offers a new perspective on the production and
consumption of media images of the peanut farmer from Plains who
became the thirty-ninth president of the United States. Carter's
miraculous win transpired in part because of carefully cultivated
publicity and advertising strategies that informed his official
political persona as it evolved throughout the Democratic primary
and general-election campaigns. To understand how media relations
helped shape the first post-Watergate presidential election,
Roessner examines the practices and working conditions of the
community of political reporters, public relations agents, and
advertising specialists associated with the Carter bid. She draws
on materials from campaign files and strategic memoranda; radio and
TV advertisements; news and entertainment broadcasts; newspaper and
magazine coverage; and recent interviews with Carter, prominent
members of his campaign staff, and over a dozen journalists who
reported on the 1976 election and his presidency. With its focus on
the inner workings of the bicentennial election, Jimmy Carter and
the Birth of the Marathon Media Campaign offers an incisive view of
the transition from the yearlong to the permanent campaign, from
New Deal progressivism to New Right conservatism, from issues to
soundbites, and from objective news analysis to partisan
commentary.
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