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Lecture

1st Guest Lecture- PO110.docx

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Department
History
Course
HI109
Professor
Robert Davison
Semester
Winter

Description
Week 9­ 1  Guest Lecture Thursday March 13  2014 Parties, Campaigns, and Political Marketing in Canada Anna …. Professor at UW Do Campaigns matter? ­ Back in Laurier’s day, he would stand and talk to gathered people for 2­ 3hours ­ Some scholars argue that campaigns do not matter, Anna does ­ Sometimes within a campaign something happens that makes us think  differently then we normally would ­ There are long term attachments that can influence your vote, i.e. gender,  religion etc. ­ Short term attachments are­ economic factors etc ­ Approximate factors­ campaign affects, poll stats, free trade is suddenly a  focus, etc. Objectives ­ Have campaigns changed? ­ Campaign strategy: persuasion and coalition building; The Campaign ­ “Campaign” is derived from the Latin word Campus ­ In Italian the word would be “campagna” and in French it is “campaigne” ­ Meaning is “field” ­ They have a lot of military campus, every political campaign has a “war  room” ­ “Air wars” are they social media, the radio broadcasts, commercials etc. ­ “Ground wars” army of volunteers walking door to door getting out the  pamphlets etc. to gain the vote ­ “Message discipline” keep the party message the same and strong at all  times otherwise there will be too much distraction  ­ “Carpet­bombing” dissing the other opponents publicly  ­ “Black­ops” use research of opponents against them ­ Use the book “Art of War” as reference to a campaign war Have campaigns changed much from the past? ­ The basis of all campaigns is persuasion: o You need 3 things for this­ o Require credible leader o Must put voters in a certain frame of mind (hope, trust, fear, anger)  through speeches/words o Must provide proof of those words (usually in the form of policy) o All these things come from Aristotle, Rhetoric ­ There is also the imperative facing all campaigns of putting together a  coalition of supporters The first ever campaign Manual ­ Written by Quintus Cicero to his brother Marcus in 64 B.C. ­ Ten main tenets to which Cicero should adhere: o Have the backing of friends & family o Surround yourself with the right people o Call in all favors o Build a wide base of support o Promise everything to everybody o Communication skills are key o Don’t leave town o Exploit weaknesses of your opponents o Flatter voters shamelessly o Give people hope ­ Can see a lot of this is modern campaigns  ­ The tools to do this is what changed which brings us too: Political Marketing ­ ”Marketing” is primarily viewed as being concerned with how 
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