Research Catalog

Title

Air wars : television advertising and social media in election campaigns, 1952-2016 / Darrell M. West, Brookings Institution.

Author

West, Darrell M., 1954-

Publication

Thousand Oaks, California : SAGE/CQ Press, [2018]

Items in the Library & Off-site

Details

Additional Authors

Brookings Institution.

Description

xix, 169 pages; 23 cm

Summary

Tracing the evolution of political advertising from 1952 through 2016, Darrell M. West returns with his much anticipated Seventh Edition of Air Wars: Television Advertising and Social Media in Election Campaigns, 1952-2016. Integrating the latest data and key events from the 2016 campaigns--including the most provocative presidential campaign in recent decades and the surprising victory of Donald Trump--West provides in-depth examination and insight into how candidates plan and execute advertising and social media campaigns, how the media covers these campaigns, and how American voters are ultimately influenced by them. This new edition includes coverage of social media campaigning, nano-targeting strategies in a fragmented electorate, and thorough analysis of the 2016 presidential campaign, from the candidates' use of Twitter to concerns over falsehoods and deception, the impact of ads and debates on candidate perceptions, and the risks to democratic elections from new campaign developments.

Subjects

• Politics and government
• United States > Politics and government
• Political campaigns > United States
• Television in politics > United States
• Advertising, Political > United States

Bibliography (note)

• Includes bibliographical references and index.

Contents

1. The History of Communications. From Newspapers and Television to the Internet and Social Media -- Broadcasting Strategies -- Narrowcasting -- Microcasting -- Nanocasting -- Conclusion. 2. Effective Ads and Social Media Promotion. Principles of Advertising -- Production Techniques -- The role of Money and Super PACs -- Effective Tweeting -- Third-Party Validation -- Conclusion. 3. Buying Air Time and Using Social Media. The Strategies of Ad Buying -- The Study of Ad Buys -- Ad Frequency and Diversification -- Vapor Ads -- Social Media Outreach -- Targeting Strategies -- Conclusion. 4. Messages. Substantive Content -- Prominent Ads -- The Paucity of Policy Appeals -- Shifts Over Time -- The Rise of Internet Sites -- The Rise of Negative Advertising -- The Objects of Negativity -- Conclusion. 5. Media Coverage. The Increasing Coverage of Ads -- Horse-Race -- Coverage of Ads -- "Daisy," "Daisy II," and the "Revolving Door" -- Swift Boat Veterans Ads -- 2008 Ads -- 2012 Ads -- 2016 Ads -- Conclusion. 6. Learning About the Candidates. Citizens' Knowledge and Evaluations of Candidates -- The Impact of the Campaign -- Ads and the Vote -- Conclusion. 7. Setting the Agenda. The Media's Role in Agenda Setting -- Policy and Campaign Components of the Agenda -- The Influence of Individual Ads -- A Fixed Agenda -- A Fluid Agenda -- It's Still the Economy, Stupid! -- Shifting the Focus -- A Chaotic World -- Conclusion. 8. Playing the Blame Game. Blame Dukakis -- Blame Bush -- Blame Terrorists -- Blame Bush and McCain -- Blame Romney -- Blame the Establishment -- Conclusion. 9. Communications in Congressional Elections. Features of Congressional Campaigns -- Historical Congressional Ads -- Clinton Versus Giuliani and Lazio in 2000 -- 2008 Senate Campaigns -- 2012 House and Senate Campaigns -- 2016 House and Senate Campaigns -- Conclusion. 10. Communications and Democratic Elections. Democratic Expectations -- The Risk of Manipulation -- The Importance of Fact-Checking -- Lessons of Campaign Communications -- Slicing and Dicing the Electorate -- What Can Be Done -- Conclusion. Appendix: Memorable Acts, 1984-2016.

ISBN

• 9781506329833
• 1506329837

LCCN

2016059501

OCLC

• ocn973199497
• 973199497

Owning Institutions

Columbia University Libraries