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Palgrave Macmillan

Candidate-Centered Campaigns

Political Messages, Winning Personalities, and Personal Appeals

ISBN 9781137398604
Publication Date July 2014
Formats Hardcover Ebook (EPUB) Ebook (PDF) 
Publisher Palgrave Macmillan

Modern campaign messages do not typically focus on a candidate's issue stances and policy proposals. Instead, campaigns use personal stories about candidates reveal greater narratives. Campaigns tell stories about their candidates to make their candidate more credible and likeable, essential first steps toward winning votes. Most studies of campaign advertising by political scientists have focused on the issue agendas of political campaigns, sharing the assumption that campaigns are about what candidates will do. As a result, political science has not sufficiently examined the role of candidate-centered characteristics in the campaign message development process. Candidate Centered Campaigns shows how voters assess candidates as they would a new neighbor or co-worker to determine much they like and trust this person. Only after establishing this trust will voters consider what the candidate's policy plans are, making candidate-based campaigns key to winning the vote.

Brian Arbour is an Assistant Professor of Political Science at John Jay College at the City University of New York, USA. He also serves as a member of the Decision Team for Fox News Channel and has published articles on The Monkey Cage (http://www.washingtonpost.com/blogs/monkey-cage/wp/2014/08/28/why-do-political-campaigns-tell-us-what-their-candidates-have-done-instead-of-what-they-are-going-to-do/)

1. The Role of the Candidate in Campaign Messages
2. Why Campaigns Use Candidate-Centered Messages
3. Candidates and Campaign Planning
4. The Use of Candidate-Centered Appeals
5. The Types of Candidate-Centered Appeals
6. Candidate-Centered Appeals and Personal Issues
7. The Effect of Candidate-Centered Appeals
8. Candidate- Centered Appeals and Citizens


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