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Evolution of Campaign Strategies: From Traditional Stump Speeches to Modern Media Tactics

This overview explores the transformation of political campaigns in the United States, highlighting the shift from traditional "stump speaking" to sophisticated media strategies. It discusses the motivations behind candidates, the impact of organizational changes, and the increasing reliance on professional teams over volunteers. The analysis includes landmark campaigns, such as Warren Harding's Front Porch campaign and Harry Truman's whistle-stop tour, as well as the role of television ads like Reagan's "Morning in America" and LBJ's "Daisy" ad, illustrating how finances and media shape modern electoral processes.

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Evolution of Campaign Strategies: From Traditional Stump Speeches to Modern Media Tactics

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  1. Campaigns and Elections

  2. Candidates • “self-starters” vs. recruited by parties • Motivation • Profile

  3. Changing campaign styles • More personalized • Less reliant on organization • More expensive • More professionals, less volunteers

  4. “Stump Speaking” by George Caleb Bingham – c. 1830s

  5. Warren Harding’s Front Porch Campaign – Mass Media Election, 1920

  6. Harry Truman’s Whistle Stop Campaign, 1948

  7. Television Campaign Ads Are the biggest part of spending in modern campaigns. • They can be designed to promote a candidate in a number of ways: • Present a biography – Introduce the candidate • Claim accomplishments/record • Compare to other candidates • Respond to other ads An example: Ronald Reagan’s “Morning in America” (1984) Into which category does this fall? LBJ Daisy (1964)

  8. Iowa Caucus and New Hampshire Primary dominate early political news coverage

  9. Primaries • Closed • Open • Blanket • Run-off

  10. Caucus

  11. 1860 GOP Convention

  12. The Convention • Presidential candidates have been nominated by the convention method in every election since 1832. • Seating the Delegates. • Convention Activities. • Speech making • Platform formulation • Presidential Balloting • Acceptance Speeches • Becoming less relevant

  13. Campaign Finance Terminology Hard money Soft money Air war Ground war Political Action Committees (PACs) Harry & Louise Issue Ad 527 Groups (or Committees) If Parents Acted Like Bush

  14. Regulations • Hatch Act (1939) • Federal Election Campaign Act (1974) • McCain-Feingold (2002)

  15. (Historical) Legal Regulations on Registration • Poll Tax • Literacy Test • Requiring re-registration at periodic intervals • Purging for nonvoting • Residency requirements • Closing date for registration • Office hours for registration may be limited to regular business hours • Registration offices can be limited or widely available • Deputy registrars • Absentee registration

  16. Wolfinger & Rosenstone’s Hypotheses • Hypotheses • Consequential restrictions • Reforms suggested

  17. Voter turnout

  18. Electoral Law • Most states require registration • Elections occur on a Tuesday • Votes must be cast in the assigned precinct during polling hours • Absentee ballots need to be requested in advance • Elections are SMDP

  19. Machinery of Elections

  20. How voters decide • Socio-economic and demographic factors • Education • Income/socio-economic status • Religion • Ethnicity/Race* • Gender • Age • Region • Psychological factors • Party identification* • Perception of the candidates in terms of image and trustworthiness • Issue preferences, especially on economic issues

  21. Party ID measured on a seven-point scale

  22. Cartogram of Electoral College Votes

  23. The Electoral Map – 10/15 (Time)

  24. 2004 Results – State Level Source: http://www-personal.umich.edu/~mejn/election/

  25. 2004 Results – State (pop adj) Source: http://www-personal.umich.edu/~mejn/election/

  26. 2004 Results – State (EC adj) Source: http://www-personal.umich.edu/~mejn/election/

  27. 2004 Results – County Level Source: http://www-personal.umich.edu/~mejn/election/

  28. 2004 Results – County Level (pop adj) Source: http://www-personal.umich.edu/~mejn/election/

  29. 2004 Results – County (intensity) Source: http://www-personal.umich.edu/~mejn/election/

  30. 2004 Results – County (intensity, pop) Source: http://www-personal.umich.edu/~mejn/election/

  31. Caveat: Sometimes the polls are wrong

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