The Obama Victory
How Media, Money, and Message Shaped the 2008 Election
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Product details:
- Publisher OUP USA
- Date of Publication 26 August 2010
- ISBN 9780195399561
- Binding Paperback
- No. of pages392 pages
- Size 231x155x25 mm
- Weight 567 g
- Language English
- Illustrations 90 black and white illustrations 0
Categories
Short description:
In The Obama Victory, Kathleen Hall Jamieson, Kate Kenski, and Bruce Hardy take a hard look at the campaign, focusing in particular on the roles of media and money within the Obama and McCain campaigns. In the course of a crisp narrative, the authors identify the candidates' key contrastive themes, and then apply them to the five main phases of the campaign: the early summer, the two weeks before the convention, the convention and its aftermath up to the financial meltdown, the period between the final debate and the penultimate week of the election, and the final week. The authors exploit the extraordinary Annenberg rolling survey, which is one of the best voter data sets in the country. The information culled from this survey-to which they had exclusive access-guides their narrative.
MoreLong description:
Barack Obama's stunning victory in the 2008 presidential election will go down as one of the more pivotal in American history. Given America's legacy of racism, how could a relatively untested first-term senator with an African father defeat some of the giants of American politics?
In The Obama Victory, Kate Kenski, Bruce Hardy, and Kathleen Hall Jamieson draw upon the best voter data available, The National Annenberg Election Survey, as well as interviews with key advisors to each campaign, to illuminate how media, money, and messages shaped the 2008 election. In a crisp, incisive narrative, the authors identify the candidates' major themes-Maverick versus Mc-Same; Change versus Tax and Spend Liberal, etc.-and then apply them to the five main periods of the campaign: the early summer; the period from the vice presidential nominations through the conventions; the financial meltdown from mid-September to mid-October; the two weeks after the final debate; and the final week. Throughout, they explain how both sides worked the media to reinforce or combat images of McCain as too old and Obama as not ready; how Obama used a very effective rough-and-tumble radio and cable campaign that was largely unnoticed by the mainstream media; how the Vice Presidential nominees impacted the campaign; how McCain's age and Obama's race affected the final vote, and much more. Analyzing each nominee's broadcast, cable, and radio spending, the authors conclude that Obama's media campaign was more savvy than McCain's, and that early voting and the complete collapse of campaign finance reform will change elections for years to come.
Briskly written and filled with surprising insights, The Obama Victory goes beyond opinion to offer the most authoritative account available of precisely how and why Obama won the presidency.
A dense account of the Obama victory, replete with charts and graphs.
Table of Contents:
Maverick versus Mc-Same; Change versus Tax and Spend Liberal
Too Old versus Not Ready to Lead
What a Difference a Party Makes: Playing to and against Party Assumptions
The Issues that Mattered to Specific Groups? Stem Cells, Abortion, Immigration
Period One
Period Two
Period Three
Period Four
Period Five
Was the Election over Before it was over
. Will Presidential Campaigns ever be the Same Again? Implications for the Future
