American-Style Campaigning

The practice of political campaigning in the United States is regarded as the cutting edge of the electioneering industry. Thus, it is no exaggeration to say that the United States is an international “role model of campaigning.” The world is following American-style campaigning, applying the methods, concepts, strategies, and tactics. Many now identify this “new politics” with postmaterial norms, cognitive mobilization (media manipulation), and pragmatism—modeled on or influenced by the American style of politics. The global diffusion of U.S. campaign and marketing techniques is fostered by the internationalization of the campaign consulting business and is promoted by ideologically kindred political parties and by the world mass media.

In the United States, several studies documented the decline of the “old style” campaigns and the emergence of “new ...