The message of the campaign contains the ideas that the candidate wants to share with the voters. The message often consists of several talking points about policy issues. The points summarize the main ideas of the campaign and are repeated frequently in order to create a lasting impression with the voters. In many elections, the opposition party will try to get the candidate “off message” by bringing up policy or personal questions that are not related to the talking points. Most campaigns prefer to keep the message broad in order to attract the most potential voters. A message that is too narrow can alienate voters or slow the candidate down with explaining details. For example, in the election of 2008 John McCain originally used a message that focused on his patriotism and political experience: “Country First”; later the message was changed to shift attention to his role as “The Original Maverick” within the political establishment. Barack Obama ran on a consistent, simple message of “change” throughout his campaign. If the message is crafted carefully, it will assure the candidate a victory at the polls. For a winning candidate, the message is refined and then becomes his or her political agenda in office.
The habit of modern Western media outlets (especially radio and television) of taking short excerpts from speeches has resulted in the creation of the term “soundbite”. Examples might include:
- “John Doe is a businessman, not a politician. His background in finance means he can bring fiscal discipline to state government.”
- “As our society faces a rapid upswing in violent crime and an ever worsening education system, we need leaders who will keep our streets safe and restore accountability to our schools. John Doe is that leader.”
- “Over the past four years, John Doe has missed over fifty City Council meetings. How can you lead if you don’t show up? Jane Doe won’t turn a blind eye to the government.”
- Major campaigns in the United States are often much longer than those in other democracies. Campaigns start anywhere from several months to several years before election day. The first part of any campaign for a candidate is deciding to run. Prospective candidates will often speak with family, friends, professional associates,…Tags: will, voters, campaign, candidate, election, political
- Political campaigns in the United States are not merely a civic ritual and occasion for political debate, but a multi-billion dollar industry, dominated by professional political consultants using sophisticated campaign management tools, to an extent far greater than elsewhere in the world. Though the quadrennial presidential election attracts the most…Tags: political, campaign, election
- Permanent campaign is a theory of political science conceived by Patrick Caddell, then a young pollster for U.S. President Jimmy Carter, who wrote a memo on December 10, 1976 entitled "Initial Working Paper on Political Strategy". "Essentially," Caddell wrote, "it is my thesis governing with public approval requires a continuing…Tags: campaign, political, election
- Microtargeting is the use by political parties and election campaigns of direct marketing datamining techniques that involve predictive market segmentation (aka cluster analysis). It is used by United States Republican and Democratic political parties and candidates to track individual voters and identify potential supporters. They then use various means of…Tags: voters, political, election, message, campaign
- A campaign team (which may be as small as one inspired individual, or a heavily-resourced group of professionals) must consider how to communicate the message of the campaign, recruit volunteers, and raise money. Campaign advertising draws on techniques from commercial advertising and propaganda. The avenues available to political campaigns when…Tags: campaign, political
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