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Political consultants and negative campaigning : the secrets of the pros

Author: Kerwin C Swint
Publisher: Lanham, Md. : University Press of America, ©1998.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

One of the most closely-watched and controversial aspects of modern political campaigning is the use of negative, attack tactics. This book examines the role played by negative campaigning through a  Read more...

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Additional Physical Format: Online version:
Swint, Kerwin C.
Political consultants and negative campaigning.
Lanham, Md. : University Press of America, ©1998
(OCoLC)605435855
Online version:
Swint, Kerwin C.
Political consultants and negative campaigning.
Lanham, Md. : University Press of America, ©1998
(OCoLC)607761254
Document Type: Book
All Authors / Contributors: Kerwin C Swint
ISBN: 0761810080 9780761810087 0761810099 9780761810094
OCLC Number: 37966370
Description: iii, 175 pages : illustrations ; 23 cm
Contents: Ch. 1. Introduction --
Ch. 2. The Negative Campaign --
Ch. 3. Successful Attack Strategies --
Ch. 4. Spiro Agnew for Vice president?: The Use of Humor in Negative Ads --
Ch. 5. Negativity is in the Eye of the Beholder --
Ch. 6. When Do Campaigns Go Negative? --
Ch. 7. Communicating Attack Messages --
Ch. 8. Party and Gender Differences Among Consultants --
Ch. 9. There's No Substitute for Experience: How Consultants Traits Such as Age And Experience Affect Media Selection --
Ch. 10. Telephones and Push Polls: Reach Out and Smack Someone --
Ch. 11. Case Studies. 1. The Ballad of Margie Lopp. 2. A Senator, a Colonel, and a Marshall. 3. A Jersey Street Fight --
Ch. 12. Toward the Millennium.
Responsibility: Kerwin C. Swint.

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...an extensive survey of political consultants...in-depth interviews...and case studies makes for interesting reading...a welcome addition to the literature on political campaigning and consultants. Read more...

 
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