CMN 143 Chapter Notes - Chapter 9: Political Campaign, Negative Campaigning
Document Summary
Minimalist view typically advanced by academics: political campaigns represent sound and fury signifying nothing. The results can be predicted with a high degree of accuracy from indicators of economic growth and public approval of the incumbent administration. In this approach, the general political and economic context in which elections occur is just as important as anything the candidates might do or say over the course of the campaign. Campaign consultants claim considerable prowess in improving their clients electoral prospects. Well executed campaign maneuvers can produce a signi cant increase in the candidates level of support. They believe that image matters so the campaigns seek to project an image using creative and intensive interventions. The forecasting models based on a combination of incumbent approval and the past state of the economy have accurately predicted the winner of elections for years. Voters are expected to reelect the incumbent during times of economic growth but opt for change during times of distress.
