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Medium and Message : Television Advertising and American Elections - 04 edition

Medium and Message : Television Advertising and American Elections (ISBN10: 0131777742; ISBN13: 9780131777743)
ISBN13: 978-0131777743
ISBN10: 0131777742

Summary: For undergraduate courses in Media and Politics, American Government, Campaigns and Elections, Voting Behavior, and Campaign Finance.

This unique text uses a combination of sophisticated methodologies and cutting edge data to present accessible insights on American politics and campaign advertising in the United States. Its contributing authors tackle politically and policy relevant questions on the use and effect of political advertising, address campaign
finance reform, and focus on improving the quality of elections.

Features :
  • Comprehensive data on campaign advertisements--Collected using a new technology that tracks all campaign advertisements run in the top 75 media markets; includes the content, timing, volume, and targeting of political advertising by all the players involved in federal campaigns.
  • Enables students to study the nature of the main persuasive tool utilized by modern electoral campaigns, and examine the major issues in campaign advertising today.
  • Focus on important themes--i.e., the motivation, effectiveness, and historical context in which campaign advertising operates.
  • Presents serious social science research on pertinent policy issues to a wide audience, and creates a dialogue among students, scholars, journalists, and political professionals.
  • Use and analysis of innovative technology.
  • Provides students with an alternative to conventional wisdom, and introduces them to new hypotheses about electoral behavior and strategy.
  • Emphasis on pressing questions facing both scholars of American politics and citizens in general.
  • Answers questions for students regarding what motivates the use of campaign advertising; how effective it is; and how parties and interest group involvement affect how candidates run their own races.
...show more
Summary: For undergraduate courses in Media and Politics, American Government, Campaigns and Elections, Voting Behavior, and Campaign Finance.

This unique text uses a combination of sophisticated methodologies and cutting edge data to present accessible insights on American politics and campaign advertising in the United States. Its contributing authors tackle politically and policy relevant questions on the use and effect of political advertising, address campaign finance reform, and focus on improving the quality of elections.

Features :
  • Comprehensive data on campaign advertisements--Collected using a new technology that tracks all campaign advertisements run in the top 75 media markets; includes the content, timing, volume, and targeting of political advertising by all the players involved in federal campaigns.
  • Enables students to study the nature of the main persuasive tool utilized by modern electoral campaigns, and examine the major issues in campaign advertising today.
  • Focus on important themes--i.e., the motivation, effectiveness, and historical context in which campaign advertising operates.
  • Presents serious social science research on pertinent policy issues to a wide audience, and creates a dialogue among students, scholars, journalists, and political professionals.
  • Use and analysis of innovative technology.
  • Provides students with an alternative to conventional wisdom, and introduces them to new hypotheses about electoral behavior and strategy.
  • Emphasis on pressing questions facing both scholars of American politics and citizens in general.
  • Answers questions for students regarding what motivates the use of campaign advertising; how effective it is; and how parties and interest group involvement affect how candidates run their own races.
...show less

Edition/Copyright: 04
Cover:
Publisher: Prentice Hall, Inc.
Year Published: 2004
International: No

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