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Going Dirty - The Art of Negative Campaigning (Paperback, Updated Edition)
Loot Price: R1,111
Discovery Miles 11 110
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Going Dirty - The Art of Negative Campaigning (Paperback, Updated Edition)
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Total price: R1,131
Discovery Miles: 11 310
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Going Dirty is a history of negative campaigning in American
politics and an examination of how candidates and political
consultants have employed this often-controversial technique. The
book includes case studies on notable races throughout the
television era in which new negative campaign strategies were
introduced, or existing tactics were refined and amplified upon.
Strategies have included labeling opponents from non-traditional
political backgrounds as dumb or lightweight, an approach that got
upended when a veteran actor and rookie candidate named Ronald
Reagan won the California governorship in 1966, setting him on a
path to the White House. The negative tone of campaigns has also
been ratcheted up dramatically since the terrorist attacks of
September 11, 2001: Campaign commercials now routinely run pictures
of international villains and suggest, sometimes overtly, at other
times more subtly, that political opponents are less than resolute
in prosecuting the war on terror. The book also outlines a series
of races in which negative campaigning has backfired, because the
charges were not credible or the candidate on the attack did not
understand the political sentiments of the local electorate they
were trying to persuade. The effect of newer technologies on
negative campaigning is also examined, including blogs and Web
video, in addition to tried and true methods like direct mail.
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