• 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.

Political Parties—Beyond Revitalization
Political parties—Beyond revitalization

The revitalization of American political parties over the last generation has been well established in academic research as well as popular commentary. The national parties have come a long way from their feeble position in the 1960s when the leading book on their role was titled Politics Without Power.1 Over the last generation, the national party organizations have dramatically increased their role in candidate recruitment, fundraising, targeting of campaigns, communication, and get-out-the-vote (GOTV) operations. They have adapted to, and even thrived in, an era of changing campaign technologies. The latter set of activities is often referred to as the “Service Party Model.” The strategic role of party organizations has been broadened to provide a variety of services to candidates in ...

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