Synopses & Reviews
We will never know the precise identity of America's first political consultant. It is likely that candidates were seeking favorable coverage in colonial newspapers as early as 1704; it is also likely that by 1745 candidates were using handbills and pamphlets to augment press coverage of campaigns; and we know that one successful candidate, George Washington in 1758, purchased refreshments for potential voters. These traditional approaches to winning votes have in recent years been amplified by consultants who have shown how cable networks, videocassettes, modems, faxes, focus groups, and other means of communication can be put to partisan use. In this book, Robert V. Friedenberg examines all of the communication techniques used in contemporary political campaigning.
After providing a history of political consulting, Friedenberg examines the principal communication specialities used in contemporary campaigns. Throughout, political consultants discuss their approaches and evaluate the benefits and shortcomings of these methods. An invaluable text for what is arguably the most rapidly changing field of applied communication, this work is must reading for students and researchers of American politics, applied communication, and contemporary political theory.
Review
Carefully researched and well written, the book provides excellent notes at the end of each chapter and a list of additional readings concerning the relatively few books that delve into the work of political consultants. Friedenberg's easy style informs as it interests and entertains. His book covers all aspects of modern political campaigns and provides a history of past campaigns; an excellent text or resource book for any political campaign.Choice
Synopsis
We will never know the precise identity of America's first political consultant. It is likely that candidates were seeking favorable coverage in colonial newspapers as early as 1704; it is also likely that by 1745 candidates were using handbills and pamphlets to augment press coverage of campaigns; and we know that one successful candidate, George Washington in 1758, purchased refreshments for potential voters. These traditional approaches to winning votes have in recent years been amplified by consultants who have shown how cable networks, videocassettes, modems, faxes, focus groups, and other means of communication can be put to partisan use. In this book, Robert V. Friedenberg examines all of the communication techniques used in contemporary political campaigning.
Synopsis
A comprehensive look at the history and current practice of political communication consulting.
About the Author
ROBERT V. FRIEDENBERG is Professor of Communication at Miami University, Ohio.
Table of Contents
Series Foreword by Robert E. Denton, Jr.
A History of Political Consulting in America
Polling Consultants: The Intelligence Service of the Ballot Box Wars
Speech and Debate Consultants: The Infantry of the Ballot Box Wars
Narrowcast Media Consultants: The Submarine Service of the Ballot Box Wars
Newspaper and Radio Consultants: The Artillery of the Ballot Box Wars
Television Consultants: The Air Force of the Ballot Box Wars
The Future of Political Consulting: Tomorrow's Battlefields
Additional Readings
Index