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Electing a President - The Markle Commission Research on Campaign '88 (Paperback)
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Electing a President - The Markle Commission Research on Campaign '88 (Paperback)
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The image of a prison with a revolving door helped George Bush win
the presidency in 1988, but did negative advertising damage the
electoral process itself? Why did campaign '88 represent an
all-time low in the minds of many voters? These are some of the
questions that impel this thought-provoking analysis of the 1988
presidential election, sponsored by the John and Mary R. Markle
Foundation. Using extensive empirical studies of the candidates,
the media, and the voters, Bruce Buchanan, executive director of
the Markle Commission on the Media and the Electorate, traces the
roots of popular dissatisfaction with the 1988 election. Buchanan
argues that the campaign drifted too far from popular ideals of how
democratic processes ought to work-that the substitution of
negative advertising and quickie "sound bites" for reasoned debate
on national problems and issues alienated much of the electorate,
causing the lowest voter turnout in sixty-four years. Negative
campaigning, however, cannot bear the full blame for the 1988
election. While the Markle Commission offers specific
recommendations for improvements in candidate and media
performance, the great need, says Buchanan, is for voters to
reclaim the electoral process, to insist that candidates and the
media give enough information about positions and programs for
voters to make informed choices. Voters need to be educated out of
the idea that democratic elections and representative government
can somehow occur without the participation of ordinary citizens.
At a time when the American democratic process is being used as a
model by newly independent nations around the world, it is
particularly appropriate to ask how well it works at home. Electing
a President does just that.
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