NORTH CAROLINA: RACE OF THE CENTURY examines the role of the media
within the context of the North Carolina political campaigns,
leading up to coverage of the contest involving the incumbent
Senator Jesse Helms and Harvey Gantt, former mayor of Charlotte.
Critical factors of race and credibility were examined along with
Gantt's issues-oriented campaign strategies. The election results
found that the matters of race and damaging race-baiting ads
dominated the voters' agenda toward the final weeks of the 1990
Senatorial campaign. In a state dominated by the Democratic Party,
the issues-oriented campaign of the Democratic nominee, Harvey
Gantt, did not prevail. Specifically, the results indicated that
Gantt narrowly won urban cities (i.e. Charlotte); however, Senator
Jesse Helms prevailed and dominated small towns. Of equal
importance, the preamble to the North Carolina Democratic
Constitution aptly stated the importance of party unity, but
"yellow dog" Democrats and "Jessecrats" crossed over to cast their
ballots for Senator Helms. Unquestionably race played a role in the
election; however, it was not the determining factor. The art of
skillfully orchestrating a political campaign was evident in
Senator Helm's success. Moreover, Gantt's campaign ads which
targeted specific issues were important to some voters. The
undecided voters and "Jessecrats" viewed loyalty, power, influence,
religion, values and race as some of the key factors in the
election. And yes, Senator Helms' ancestral roots from small-town,
Monroe, North Carolina, added value and trust for constituencies,
Republican, Democrat and Independent alike. Powell wrote this book
to convey the interrelationship between politics andthe media,
examining connections existing in the 1700s and still existing
today. The case study specifically examines Southern politics, as
they relate to some of North Carolina's powerful political figures.
Powell's research covers historical documents in which political
leaflets and campaign images were embedded in the culture that
helped to shape the political reality of voters for centuries.
Although the news media continue to exert strong influence on
American culture, the political landscape has changed in the South
and elsewhere. The art of developing a skillful campaign has become
an important key for political success-nowhere has this been more
evident than in North Carolina during the 1990 contest between
Harvey Gantt and Senator Jesse Helms: the Race of the Century.
General
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