Political campaigns are highly complex and sophisticated
communication events: communication of issues, images, social
reality, and persons. They are essential exercises in the creation,
re-creation, and transmission of significant symbols through human
communication. As voters and others involved with the campaigns
attempt to make sense of the political environment, political bits
of communication inform voting choices, world views, and
legislative desires.
The essays in this book examine the key elements in that process
throughout the 1996 presidential campaign. Each focuses on a
specific area of political campaign communication: the
communication functions and activities across the campaign phases
from nomination conventions through the debates, political
advertising, the discussion and framing of issues, images of the
candidates and their wives, the role and impact of network and
local news, political cartoons, and the digital/on-line arena. This
text will appeal to students and scholars alike as well as to
concerned citizens involved with presidential politics and
political campaigns.
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