Longman / Prentice Hall

Political Science

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Medium and the Message, The: Television Advertising and American Elections
Kenneth M. Goldstein, Ph.D., University of Wisconsin-Madison
Patricia Strach, University of Wisconsin-Madison

ISBN-10: 0131777742
ISBN-13: 9780131777743

Publisher: Prentice Hall
Copyright: 2004
Format: Paper; 176 pp
Published: 11/10/2003

Suggested retail price: $39.00
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For undergraduate courses in Media and Politics, American Government, Campaigns and Elections, Voting Behavior, and Campaign Finance.

This unique text uses a combination of sophisticated methodologies and cutting edge data to present accessible insights on American politics and campaign advertising in the United States. Its contributing authors tackle politically and policy relevant questions on the use and effect of political advertising, address campaign finance reform, and focus on improving the quality of elections.

  • Comprehensive data on campaign advertisements—Collected using a new technology that tracks all campaign advertisements run in the top 75 media markets; includes the content, timing, volume, and targeting of political advertising by all the players involved in federal campaigns.

    • Enables students to study the nature of the main persuasive tool utilized by modern electoral campaigns, and examine the major issues in campaign advertising today.

  • Focus on important themes—i.e., the motivation, effectiveness, and historical context in which campaign advertising operates.

    • Presents serious social science research on pertinent policy issues to a wide audience, and creates a dialogue among students, scholars, journalists, and political professionals.

  • Use and analysis of innovative technology.

    • Provides students with an alternative to conventional wisdom, and introduces them to new hypotheses about electoral behavior and strategy.

  • Emphasis on pressing questions facing both scholars of American politics and citizens in general.

    • Answers questions for students regarding what motivates the use of campaign advertising; how effective it is; and how parties and interest group involvement affect how candidates run their own races.



1. Campaign Advertising Strategies in the 2000 Presidential Nominations: The Case of Al, George, Bill, and John. Travis N. Ridout.


2. What Did They See and When Did They See It? Measuring the Volume, Tone, and Targeting of Television Advertising in the 2000 Presidential Election. Ken Goldstein.


3. Political Party and Interest Group Television Advertising in the 2000 Congressional Elections. Paul S. Herrnson.


4. The Electoral Impact of “Issue Advocacy” in 1998 and 2000 House Races. Jonathan S. Krasno.


5. The Impact of Issue Advocacy and Party Soft Money Electioneering. David B. Magleby.


6. The View from the Air: Television Advertising in Virginia's 2000 Senate Campaign. Paul Freedman and L. Dale Lawton.


7. Pay to Play: Parties, Interests, and Money in Federal Election. David C.W. Parker and John J. Coleman.

For American Government


Pearson Higher Education offers special pricing when you choose to package your text with other student resources. If you're interested in creating a cost-saving package for your students, contact your Pearson Higher Education representative for pricing and ordering information.

This title is a member of the Real Politics in America Series, which also contains the titles below . You can also visit the Real Politics in America Series page.

    Beyond Red State and Blue State: Electoral Gaps in the 21st Century American Electorate explores the many demographic gaps that exist within the American electorate.   

     

    This book is designed to explore the most important voting gaps in American politics today.  It shows that twenty-first-century Americans are divided on a wide range of political fronts that go far beyond the somewhat simplistic “red state, blue state” rubric that has become so popular in American political discourse.  Reality is far more complex.  The authors capture and explain this complexity through a collection of chapters by leading scholars of a range of voting gaps, including racial/ethnic gaps, the marriage gap, the worship attendance gap, the income/class gap, the rural/urban gap, the gender gap, and the generation gap.  Also included is a chapter by a leading political pollster and strategist, Anna Greenberg, on how campaigns use information about voting gaps.

  • 013615557XBeyond Red State and Blue State: Electoral Gaps in the 21st Century American Electorate
    Olson & Green
    © 2009 | Prentice Hall | Paper; 160 pages | Instock
    ISBN-10: 013615557X | ISBN-13: 9780136155577
    Brief Description | Buy from myPearsonStore

    • For introductory courses in American Government, Media and Politics, and American Political Culture.

    This text looks at the evolution and impact of celebrity politics in the United States. It discusses how closely intertwined the worlds of politics and Hollywood have become, how celebrityhood pervades the political process—from campaigns and elections to governing, lobbying, and legislating, and the long-term implications of this trend.

  • 0130943258Celebrity Politics
    West & Orman
    © 2003 | Prentice Hall | Paper; 128 pages | Instock
    ISBN-10: 0130943258 | ISBN-13: 9780130943255
    Brief Description | Buy from myPearsonStore

    • For students studying California politics, as well as a general audience.

     

    This text reflects on the causes and implications of the extraordinary 2003 California Recall. It provides the whole story of what was a famous political occurrence due to the star power of Arnold Schwartzenegger and answers crucial questions as to the causes and outcomes of this historical event.

  • 0131933361Clicker Politics: Essays on the California Recall
    Bowler & Cain
    © 2006 | Prentice Hall | Paper; 160 pages | Instock
    ISBN-10: 0131933361 | ISBN-13: 9780131933361
    Brief Description | Buy from myPearsonStore

    • For undergraduate/graduate courses in American Government, Media and Politics, American Political Culture, Legislative Process, Constitutional Law, and U.S. Foreign Policy.

    This volume explores the changing parameters of presidential-congressional relations in the area of foreign policy. It addresses the struggle between the three branches of government, in view of increasing congressional assertiveness and the complexity of the president's multiple foreign policy agendas. The combination of the individual essays collected in this volume accurately describes the political reality of contemporary politics.

  • 0130421545Congress and the Politics of Foreign Policy
    Campbell, Rae & Stack
    © 2003 | Prentice Hall | Paper; 194 pages | Instock
    ISBN-10: 0130421545 | ISBN-13: 9780130421548
    Brief Description | Buy from myPearsonStore

    • This volume is part of the Real Politics series and is appropriate for our courses in Congress, Elections, and as a supplementary text in American Government. 

     

    This book communicates how the Bipartisan Campaign Reform Act (BCRA)has changed the playing field for congressional elections in some ways, and in other ways how it has not, as well as how it will affect future congressional elections.

  • 0132438674Electing Congress: New Rules for an Old Game
    Magleby, Monson & Patterson
    © 2007 | Prentice Hall | Paper; 176 pages | Instock
    ISBN-10: 0132438674 | ISBN-13: 9780132438674
    Brief Description | Buy from myPearsonStore

    • For advanced undergraduate courses in Congress, Public Policy, Women in Politics, Federalism and as a supplementary text for introductory courses in American Government.

     

    From Inspiration to Legislation: How an Idea becomes a Bill tells the most complete story of the beginning of the legislative process and the work of those individuals who translate ideas into bills.

     

    Providing an inside view of policy initiation and policy making, this text, written by a former Congressional staff member of Melissa Hart, offers students a first-hand account of the entire process of policy formation from preliminary research to coalition-building, writing the bill, and working with committees to move the bill to the floor. A straightforward, engaging presentation follows the Safe Havens Support Act from the initial idea that inspired the bill, through its crafting and eventual passage as part of two larger social services bills.

  • 0131107542From Inspiration to Legislation: How an Idea Becomes a Bill
    Black
    © 2007 | Prentice Hall | Paper; 256 pages | Instock
    ISBN-10: 0131107542 | ISBN-13: 9780131107540
    Brief Description | Buy from myPearsonStore

    • Lobbying Reconsidered: Politics Under the Influence, reveals how lobbying is a complex process that involves more than just relationships, friends, access, favors, and influence.  This book offers a broader perspective on this important dimension of American public policymaking. 

     

    As a person who straddles the worlds of Washington insider and interest group scholar, author Gary Andres hopes to use his experience and insight in in the lobbying world to help students navigate beyond the conventional wisdom, and guide them to a deeper, broader understanding. 

  • 0136032656Lobbying Reconsidered: Politics Under the Influence
    Andres
    © 2009 | Prentice Hall | Paper; 240 pages | Instock
    ISBN-10: 0136032656 | ISBN-13: 9780136032656
    Brief Description | Buy from myPearsonStore

    • For undergraduate courses in Media and Politics, American Government, Campaigns and Elections, Voting Behavior, and Campaign Finance.

    This unique text uses a combination of sophisticated methodologies and cutting edge data to present accessible insights on American politics and campaign advertising in the United States. Its contributing authors tackle politically and policy relevant questions on the use and effect of political advertising, address campaign finance reform, and focus on improving the quality of elections.

  • 0131777742Medium and the Message, The: Television Advertising and American Elections
    Goldstein & Strach
    © 2004 | Prentice Hall | Paper; 176 pages | Instock
    ISBN-10: 0131777742 | ISBN-13: 9780131777743
    Brief Description | Buy from myPearsonStore

    • For courses in Voting and Elections, Political Campaigning, and American Government.

    Filling a void in existing academic literature, this brief text clarifies the current debate concerning the effect of negative campaigns on the attitudes and actions of the American electorate. It simultaneously explores the conditions that promote negative campaigning between candidates, examines how the tone of candidates' campaigns influences the media, and investigates how negative campaign environments—created by the candidates and the press—influence citizens' beliefs and behaviors. The book pays specific attention to the amount and type of negative campaign information present during campaigns. Ideal for courses on campaigns and elections, or as a supplement to American Government.

  • 0130977608No Holds Barred: Negativity in United States Senate Campaigns
    Kahn & Kenney
    © 2004 | Prentice Hall | Paper; 144 pages | Instock
    ISBN-10: 0130977608 | ISBN-13: 9780130977601
    Brief Description | Buy from myPearsonStore

    • For courses in Media and Politics, Elections, and American Political Culture.

    This case study of Congressman Patrick Kennedy's rise to political prominence illustrates new issues of celebrity that have emerged in America over the last four decades. It explores a number of contemporary topics, along with how famous people use money, media, and name identification to build support and shape the political process.

  • 013017694XPatrick Kennedy: The Rise to Power
    West
    © 2001 | Prentice Hall | Paper; 184 pages | Instock
    ISBN-10: 013017694X | ISBN-13: 9780130176943
    Brief Description | Buy from myPearsonStore

    • For Congress, Voting and Elections, and Political Parties courses.

    Drawn from cutting-edge research by leading scholars in the field, this text focuses on the major hurdles politicians face when competing in congressional elections. The text examines candidate emergence strategy and targeting, fund-raising guidelines, negative advertising and voter mobilization. It provides students with a manageable perspective on congressional elections and real-life American politics, enhancing students' ability to make the connections between the theory and practice of politics.

  • 0130271330Playing Hardball: Campaigning for the U.S. Congress
    Herrnson
    © 2001 | Prentice Hall | Paper; 160 pages | Instock
    ISBN-10: 0130271330 | ISBN-13: 9780130271334
    Brief Description | Buy from myPearsonStore

    • For courses in The Presidency, Electoral Politics, Voting Behavior, and Intro to American Government.

    This text uses case stories, facts, statistics, and logic to argue that presidential campaigns can better serve ordinary citizens than they do now. It explains and then helps resolve a stubborn political paradox—showing what is wrong and suggesting how to fix it.

  • 0131841408Presidential Campaign Quality: Incentives and Reform
    Buchanan
    © 2004 | Prentice Hall | Paper; 160 pages | Instock
    ISBN-10: 0131841408 | ISBN-13: 9780131841406
    Brief Description | Buy from myPearsonStore

    • For undergraduate courses as a supplemental text in Introduction to American Politics courses; and appropriate for upper-level courses in Comparative Electoral Systems with a focus on Campaigns and Elections.

    This text offers a general, chapter-by-chapter discussion of a wide range of political reforms by encouraging students to consider how the American political system would be different if various reforms were adopted. Advocating a wide menu of proposals and weighing their good and bad effects, this text does not attempt exhaustive analysis of a single topic. Rather, it offers general, single-chapter introductions to each issue. It examines some of the most important rules that shape America's electoral landscape, assembling the best evidence available to anticipate what would happen if certain rules were changed.

  • 0130994553Reforming the Republic: Democratic Institutions for the New America
    Donovan & Bowler
    © 2004 | Prentice Hall | Paper; 224 pages | Instock
    ISBN-10: 0130994553 | ISBN-13: 9780130994554
    Brief Description | Buy from myPearsonStore

    • For use as a principal assignment for intermediate-level courses in public policy, public administration, government regulation of the economy, public health, and administrative law and as a supplemental text for introductory courses in American Government.

     

     The book is designed to help students understand the central role of the bureaucracy in policy-making.  It examines formal rulemaking procedures as well as the informal and political aspects of decisionmaking.  The book considers policymaking as a system including the president, Congress, the courts, private sector actors, state governments, and the Federal bureaucracy.  And, the volume considers questions raised by the extensive role of bureaucracies in policymaking in a democracy

     

    The authors wrote this text to show that bureaucratic decision making is frequently exciting, an important element of political strategy, and potentially momentous in its results.  Not only do many people not realize the scope of the policy making activities of the federal bureaucracy, they do not understand the procedures employed in making that policy and thus have little opportunity to participate meaningfully in bureaucratic policy making.  The authors aim to help students of government understand the importance of this area and make them more effective participants in these processes.  Upon completing this volume, readers will have not only a solid grasp of bureaucratic policy making but also of the political maneuvering that underlies any issue whose outcome will produce winners and losers.

     

    There is very little in American government texts about the role of bureaucracy in policymaking. Public policy in practice rarely fits the structural, formalistic explanations often offered of the making of policy.  Policymaking dynamically crisscrosses levels and branches of government, public and private sectors, and domestic and international boundaries, thus confounding traditional approaches to the teaching of American government.  Smoking and Politics engagingly captures these dynamics as they play out over time.

     

    The new 6th edition is a part of the Paul S. Hernnson (Editor) series Real Politics in America. Recognizing the centrality and complexity of modern bureaucracy and public policymaking, Smoking and Politics helps readers understand how most policy is made in modern governments.  An excellent example of scholarship focused on an important issue in public policy.

     

  • 0131791044Smoking and Politics: Bureaucracy Centered Policymaking, 6/E
    Fritschler & Rudder
    © 2007 | Prentice Hall | Paper; 160 pages | Instock
    ISBN-10: 0131791044 | ISBN-13: 9780131791046
    Brief Description | Buy from myPearsonStore

    • For courses in California Politics, Voting and Elections, Public Administration, Public Policy Analysis, State Politics, Electoral Politics, Interest Group Politics, Public Finance, American Politics.

    By combining a general theoretical framework with empirical case studies of eleven recent initiatives and referendums, this text provides students with a set of analytical tools and examples to help them better understand real politics. It clarifies the public consequences, and studies the great variations of what happens to initiatives that win on Election Day and withstand judicial review. Research is presented in an effective and efficient manner, along with key factors that lead policy actors to implement and enforce initiatives and referendums fully, partially, and not at all—a social phenomenon that affects our lives in fundamental ways.

  • 0130284076Stealing the Initiative: How State Government Responds to Direct Democracy
    Gerber, Lupia, McCubbis & Kiewiet
    © 2001 | Prentice Hall | Paper; 128 pages | Instock
    ISBN-10: 0130284076 | ISBN-13: 9780130284075
    Brief Description | Buy from myPearsonStore

    • For undergraduate and graduate courses on the Presidency, Congress, American Political Development, and Introduction to American Politics.

    Boasting a timely collection of essays that helps students reflect upon George W. Bush's use of constitutional and extra-constitutional power following the terrorist attacks of 9/11, this book assesses the impact of the war on terrorism on governing relations and the public in a broad scope. With articles written by some of the foremost scholars of the Presidency and Congress, the essays compare the unique context of the war on terrorism with established theories of presidential politics.

  • 0131893424Transforming the American Polity: The Presidency of George W. Bush and the War on Terrorism
    Conley
    © 2005 | Prentice Hall | Paper; 176 pages | Instock
    ISBN-10: 0131893424 | ISBN-13: 9780131893429
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    • For undergraduate introductory courses in American Government and Congress, and graduate courses in Legislative Processes.

    An insider account of how Congress works, this book contains insightful first person reminisces, from former congressional fellows and staffers, about the ins and outs and dos and don'ts of everyday life on Capitol Hill. Each student-friendly essay focuses on one or more aspects of congressional controversy experienced by the writer, and places the “story” in the broader historical and conceptual framework necessary for understanding how Congress and its members function.

  • 0130280887War Stories from Capitol Hill
    Campbell & Herrnson
    © 2004 | Prentice Hall | Paper; 160 pages | Instock
    ISBN-10: 0130280887 | ISBN-13: 9780130280886
    Brief Description | Buy from myPearsonStore

    • A supplemental text for courses on Interest Groups, American Political Parties, Campaigns and Elections, and Women and Politics, and other Women's Studies courses.

    Filling the gap in knowledge about women's political action committees (PACs), this useful text examines the attitudes, priorities, and motivations of individuals who contribute significant amounts of money to the political scene. The three PACs examined are EMILY's List (supporting Democratic pro-choice women candidates); the WISH List (supporting Republican pro-choice women candidates); and the Susan B. Anthony List (supporting pro-life women candidates and pro-life men opposing pro-choice women candidates). Based on survey data as well as face-to-face interviews, this book shows how PACs have narrowed the gender gap in U.S. electoral politics.

  • 0131174487Women's PAC's: Abortion and Elections
    Day & Hadley
    © 2005 | Prentice Hall | Paper; 128 pages | Instock
    ISBN-10: 0131174487 | ISBN-13: 9780131174481
    Brief Description | Buy from myPearsonStore

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