Routledge Handbook of Political Management (Routledge International Handbooks)

653 Pages·2008·4.81 MB·English

by  Dennis W. Johnson

Routledge Handbook of
Political Management
The Routledge Handbook of Political Management is a comprehensive overview of the field of
applied politics, encompassing political consulting, campaigns and elections, lobbying and
advocacy, grassroots politics, fundraising, media and political communications, the role of the
parties, political leadership, and the ethical dimensions of public life. While most chapters focus
on American politics and campaigns, there also are contributions on election campaigns in
Europe, the Middle East, Russia, Australia, East Asia, and Latin America. In addition to a
thorough treatment of campaigns and elections, the authors discuss modern techniques,
problems, and issues of advocacy, lobbying, and political persuasion, with a special emphasis
throughout the volume on technology, the Internet, and online communications as political
tools.
Grounded in the disciplines of political science, political communications, and political
marketing, this book explores the linkages between applied politics and social science theory.
Leading American and international scholars and practitioners provide an exhaustive and up-to-
date treatment of the state of this emerging field. This publication is a major resource for
advanced undergraduates, graduate students, and scholars of campaigns, elections, advocacy, and
applied politics, as well as for political management professionals.
Dennis W. Johnson is professor of political management and former associate dean of the
Graduate School of Political Management, George Washington University. He is author of
Congress Online, No Place for Amateurs, and The Laws that Shaped America (forthcoming). He
is editor of 2008 Presidential Election (forthcoming) and author (with Gary Nordlinger) of
Campaigning in the Twenty-first Century (forthcoming). He is also senior editor of the Journal
of Political Marketing and serves on the editorial boards of the Journal of Information Technology and
Politics and the Journal of Public Affairs. He is a member of the American Association of Political
Consultants, the International Association of Political Consultants, and the European Association
of Political Consultants.

Routledge Handbook of
Political Management
Edited by
Dennis W. Johnson
The George Washington University
First published 2009
by Routledge
270 Madison Ave, New York, NY 10016
Simultaneously published in the UK
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
Routledge is an imprint of the Taylor & Francis Group, an informa business
© 2009 Taylor & Francis; individual chapters, the contributors
This edition published in the Taylor & Francis e-Library, 2008.
“To purchase your own copy of this or any of Taylor & Francis or Routledge’s
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All rights reserved. No part of this book may be reprinted or reproduced or utilized in any form or
by any electronic, mechanical, or other means, now known or hereafter invented, including
photocopying and recording, or in any information storage or retrieval system, without permission
in writing from the publishers.
Trademark Notice: Product or corporate names may be trademarks or registered trademarks, and are used
only for identification and explanation without intent to infringe.
Library of Congress Cataloging in Publication Data
Routledge handbook of political management / edited by Dennis W. Johnson.
p. cm.
Includes bibliographical references and index.
1. Politics, Practical—Handbooks, manuals, etc. 2. Political consultants—Handbooks, manuals, etc.
3. Political campaigns—Handbooks, manuals, etc. 4. Campaign management—Handbooks, manuals, etc.
5. Elections—Handbooks, manuals, etc. I. Johnson, Dennis W.
JF2051.R758 2008
324.7—dc22
2008008169
ISBN 0-203-89213-5 Master e-book ISBN
ISBN10: 0–415–96225–0 (hbk)
ISBN10: 0–203–89213–5 (ebk)
ISBN13: 978–0–415–96225–4 (hbk)
ISBN13: 978–0–203–89213–8 (ebk)
Contents
List of Illustrations ix
Permissions xii
Introduction: Dennis W. Johnson xiii
Part 1: The Field of Political Management
1 American Political Consulting: From its Inception to Today 3
Dennis W. Johnson
2 Modern Political Campaigns in the United States 11
Paul S. Herrnson and Colton C. Campbell
3 Political Consulting Worldwide 24
Fritz Plasser
4 Political Science and Political Management 42
Stephen C. Craig
5 Political Management and Political Communications 57
Lynda Lee Kaid
6 Political Management and Marketing 67
Wojciech Cwalina, Andrzej Falkowski, and Bruce I. Newman
Part 2: American Campaigns and Elections
7 The Permanent Campaign 83
David A. Dulio and Terri L. Towner
v
CONTENTS
8 Political Management and the Technological Revolution 98
Stephen K. Medvic
9 Message Testing in the Twenty-First Century 113
Brian C. Tringali
10 The New Media in Political Campaigns: What the Future Holds 126
Peter Fenn
11 The Rise and Impact of Monster PACs 139
Steven E. Billet
12 The Promise and Futility of American Campaign Financing 151
Anthony Gierzynski
13 Campaigning Online 166
Emilienne Ireland
14 The Selling of the President 2004: A Marketing Perspective 177
Nicholas J. O’Shaughnessy and Stephan C. Henneberg
15 What Drives the Cost of Political Advertising? 194
Robin Kolodny and Michael G. Hagen
16 Running for Office: The Candidate’s Job Gets Tougher, More Complex 208
Ronald A. Faucheux
17 The War of Ideas, Wedge Issues, Youth Recruitment, and Money 223
Kathleen Barr
18 The Religious Right in American Politics 240
Mark J. Rozell
Part 3: Campaigns Worldwide
19 Television Campaigning Worldwide 253
Fritz Plasser and Günther Lengauer
20 Mobile Technology and Political Participation: What the Rest of the World
Can Teach America 272
Julie Barko Germany and Justin Oberman
21 The Modern British Campaign: From Propaganda to Political Marketing 283
Dominic Wring
22 German Elections and Modern Campaign Techniques 295
Marco Althaus
vi
CONTENTS
23 Falafel and Apple Pie: American Consultants, Modernization and
Americanization of Electoral Campaigns in Israel 317
Dahlia Scheindlin and Israel Waismel-Manor
24 Russia: Electoral Campaigning in a “Managed Democracy” 332
Derek S. Hutcheson
25 Australia and the Postmodern Election Campaign 346
Ian Ward
26 Election Campaigns in the Philippines 360
Louis Perron
27 Evolution and Limitations of Modern Campaigning in East Asia:
A Case Study of Taiwan 370
Christian Schafferer
28 Mexico’s 2000 Presidential Election: Long Transition or a Sudden Political
Marketing Triumph? 393
Eduardo Robledo Rincón
Part 4: Lobbying, Advocacy, and Political Persuasion
29 The Creation of the US Lobbying Industry 407
Conor McGrath and Phil Harris
30 Best Practices in Online Advocacy for Associations, Nonprofits,
and Corporations 420
Brad Fitch
31 Building Constituencies for Advocacy in the United States and
Other Democracies 433
Edward A. Grefe
32 Political Consultants, Interest Groups and Issue Advocacy Work:
A Lasting Relationship 450
Douglas A. Lathrop
33 Military and Defense Lobbying: A Case Study 461
Julius W. Hobson, Jr
34 Discovering Our (Corporate) Grassroots: European Advocacy 2.0 477
Marco Althaus
Part 5: Political Parties, Political Management, and Democracy
35 Campaign Consultants and Political Parties Today 497
Maik Bohne, Alicia Kolar Prevost, and James A. Thurber
vii
CONTENTS
36 Network Marketing and American Political Parties 509
Peter N. Ubertaccio
37 Managing a Market-orientation in Government: Examples from Tony Blair
and Helen Clark 524
Jennifer Lees-Marshment
38 Machiavellian Marketing: Justifying the Ends and Means in Modern Politics 537
Phil Harris, Conor McGrath, and Irene Harris
39 Ethics in Campaigns and Public Affairs 555
Candice J. Nelson
40 Winning Over a Cynical Public: The Debate Over Stem Cell Research and
Other Biotechnologies 564
Bonnie Stabile and Susan J. Tolchin
About the Editor and Contributors 579
References 588
Index 624
viii
List of Illustrations
Figures
2.1 The Professionalism of Different Campaigns 15
2.2 The Budget of a Typical House Campaign 19
7.1 Frontloading in Republican Presidential Primaries 86
7.2 Number of Television News Stories on the 2000, 2004, and 2008
Presidential Campaigns 87
8.1 Presidential Campaign (2008) Websites “Involving” Supporters 106
9.1 Strategic Message Grid 114
9.2 Dial Test: Response to a Typical “Negative” Ad 117
9.3 Dimensions of Message Testing 118
9.4 Questionnaire Design for Message Testing 120
9.5 Switch Variable Construct 121
9.6 Multiple Regression Equation 121
9.7 Multiple Regression Analysis 123
12.1 Source of Contributions (in Hundred Thousands) to Federal Candidates and
Parties, 1990–2004 156
12.2 Sector Contributions (in Millions) to State Party Organizations, 2004 156
12.3 Distribution of Contributions to 527 Committees by Size of
Contribution, 2004 156
12.4 Contributors by Household Income, 2004 157
12.5 Challenger Spending as a Percentage of Incumbent Spending for US
House and Senate Races from 1976 to 2006 158
12.6 State House and Senate Challenger Revenues as a Percentage of
Incumbent Revenues, 2004 159
12.7 Average Spending (in Millions) in Gubernatorial Elections by Incumbent
Governors and Challengers, 1997–2004 159
12.8 Money Raised for 2004 Presidential Campaign 161
12.9 Money Raised for Federal Campaigns by Democratic and Republican
Party Committees, 1977–2006 162
15.1 Median Spot Price and Size of Television Audience by Hour of the Day 197
15.2 Median Spot Price and Size of Television Audience by Day of the Week 198
ix