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Campaigns in the 21st Century Book Cover
Campaigns in the 21st Century
Richard Semiatin, American University

Feature Summary

  • This is one of the only texts on campaigns and elections with a chapter on the use of the Internet in campaigns (Chapter 7).
  • The author provides a detailed overview of how campaign commercials are made, the different types of messages they present, and how campaigns market the commercials, including a typology of campaign commercials.
  • The text explains how polling is used to develop a candidate's message and target constituencies.
  • Chapter 8 describes how campaigns are actually run in terms of how resources are allocated, how time is budgeted, what types of appearances candidates make, and the intensely dynamic nature of the home stretch of the campaign.
  • Separate chapters cover what motivates candidates to run for office (Chapter 2) and how they decide to run for office (Chapter 3).
  • Chapter 4 provides a snapshot of the organizational structure of a campaign, including how a national campaign is organized and the roles of staff and consultants.
  • Coverage of the 2004 Iowa Caucus and New Hampshire Primary
  • This text is part of McGraw-Hill's prestigious "Critical Topics in American Government" series.








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