Candidate-Centered Campaigns: Political Messages, Winning Personalities, and Personal Appeals PDF
Preview Candidate-Centered Campaigns: Political Messages, Winning Personalities, and Personal Appeals
C andidate-Centered C ampaigns C andidate-Centered C ampaigns Political Messages, Winning Personalities, and Personal Appeals Brian Arbour CANDIDATE-CENTERED CAMPAIGNS Copyright © Brian Arbour, 2014. Softcover reprint of the hardcover 1st edition 2014 978-1-137-39860-4 All rights reserved. ® First published in 2014 by PALGRAVE MACMILLAN in the United States—a division of St. Martin’s Press LLC, 175 Fifth Avenue, New York, NY 10010. Where this book is distributed in the UK, Europe and the rest of the world, this is by Palgrave Macmillan, a division of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. ® ® Palgrave and Macmillan are registered trademarks in the United States, the United Kingdom, Europe and other countries. ISBN 978-1-349-67978-2 ISBN 978-1-137-38737-0 (eBook) DOI 10.1057/9781137387370 Library of Congress Cataloging-in-Publication Data Arbour, Brian. Candidate-centered campaigns : political messages, winning personalities, and personal appeals / by Brian Arbour. pages cm Includes bibliographical references and index. 1 . Political campaigns—United States—Psychological aspects. 2. Political candidates—Psychology—United States. 3. Personality and politics—United States. 4. Political psychology—United States. 5. Campaign management—United States. I. Title. JK2281.A73 2014 324.70973—dc23 2014002925 A catalogue record of the book is available from the British Library. Design by Amnet. First edition: July 2014 10 9 8 7 6 5 4 3 2 1 To Erin and Joshua, the best things that happened to me while writing this book Contents List of Figures ix List of Tables xi Preface xi 1 The Role of the Candidate in Campaign Messages 1 2 Why Campaigns Use Candidate-Centered Messages 17 3 Candidates and Campaign Planning 37 4 The Use of Candidate-Centered Appeals 61 5 The Types of Candidate-Centered Appeals 93 6 Candidate-Centered Appeals and Personal Issues 121 7 The Effect of Candidate-Centered Appeals 141 8 Candidate-Centered Appeals and Citizens 159 Apendix 175 Notes 179 Bibliography 187 Index 19 List of Figures 4.1 U se of Candidate-Centered Appeals, 2004 House and Senate Campaigns 70 4.2 P ercentage of Candidate-Centered Phrases per Advertisement, 2004 House and Senate Campaigns 73 4.3 U se of Candidate-Centered Appeals by Ad Target, 2004 House and Senate Campaigns 75 4.4 M ean Candidate-Centered Phrases in Advertisements That Discuss the Sponsoring Candidate and/or the Opposing Candidate 76 4.5 C andidate-Centered Appeals by Date, 2004 House and Senate Campaigns 77 4.6 C andidate-Centered Appeals by Phrase Placement, 2004 House and Senate Campaigns 79 4.7 P redicted Probabilities of Use of Candidate-Centered Appeals about All Candidates, 2004 House & Senate Campaigns 88 4.8 P redicted Probabilities of Use of Candidate-Centered Appeals about Sponsoring Candidate, 2004 House & Senate Campaigns 89 4.9 P redicted Probabilities of Use of Candidate-Centered Appeals about Opposing Candidate, 2004 House & Senate Campaigns 90 5.1 T he Use of Each Type of Candidate-Centered Apeal 102 5.2 T ype of Candidate-Centered Appeals by Date 110
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