• Summary
  • Contents
  • Subject index

The evolution of the modern political campaign has taken us from television sets in the living room to wireless new media in the hands of voters. Reaching voters with targeted messages, candidates increasingly rely on consumer-driven techniques. What works at the national level can be tailored to work even more effectively at the individual level. Future campaigns will continue to make use of recent innovations like meet-ups, blogs and Internet polling. Newer tactics such as fundraising on the web and get-out-the vote drives with micro-targeting via Blackberrys and PDAs are changing the way candidates advertise, ask for money, interact with the media, co-ordinate with their party organizations and make the most of interest group support. What, then, are the implications for the democratic process and governance? To help students make sense of how and why campaigns are changing, well-respected scholars and practitioners keep their focus on the horizon of campaigning and offer a cutting-edge look at what to expect in the 2008 elections and beyond.

Introduction—Campaigns on the Cutting Edge
Introduction—Campaigns on the cutting edge
Richard J.Semiatin

Ten years ago, who would have imagined that a 4.5-inch smartphone would give you information about the most arcane subject in a flash? Today, campaigns are similar to the rest of the real world—acquiring knowledge is an instantaneous proposition. That means thrusts and counterthrusts by campaign organizations, which were the product of deliberate thinking over hours or days or even months in the past, now have to be decided in minutes. The eighteen-month hurricane of perpetual motion we call the modern campaign is driven, in large part, by technology. All campaigns have become more mobile, which has meant that more campaign functions have been integrated together to enable greater efficiencies. Those efficiencies save the precious ...

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