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What is wrong with American political campaigns? How could the
campaign process be improved? This volume brings the expertise of
leading political scientists to the public debate about campaign
reform. These scholars probe the reality behind the conventional
wisdom that nasty, vacuous campaigns dominated by big money and
cynical media coverage are perverting our political process and
alienating our citizenry.
Some of their conclusions will be startling to campaigners and
critics alike. For example, "attack" advertisements prove to be no
more effective than self-promotional advertisements, but "are" more
substantive. Indeed, candidates in their advertisements and
speeches focus more on policy and less on strategy and process than
any major news outlet, including the "New York Times." The volume
suggests that, as a result, prospective voters in 1996 knew more
about the candidates' issue positions than in any presidential
election in decades, yet turnout and public faith in the electoral
process continued to decline.
For aspiring reformers, Bartels and his colleagues provide a
bracing reality check. For students and scholars of electoral
politics, political communication, and voting behavior, they
provide an authoritative summary and interpretation of what we know
about the nature and impact of political campaigns. The insights
and evidence contained in this volume should be of interest to
anyone concerned about the present state and future prospects of
American electoral process.
Larry M. Bartels is Professor of Politics and Public Affairs and
Stuart Professor of Communications and Public Affairs in the
Woodrow Wilson School, Princeton University. Lynn Vavreck is
Assistant Professor of Government, Dartmouth College. Other
contributors are Bruce Buchanan, Tami Buhr, Ann Crigler, John G.
Geer, Kathleen Hall Jamieson, Marion Just, Daron R. Shaw, and John
Zaller.
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