By Dennis W. Johnson
Rather a lot has replaced prior to now decade in political campaigning that we will nearly say "it's an entire new ball game." This publication analyzes the way in which campaigns have been often run and the intense adjustments that experience happened within the final decade. Dennis W. Johnson seems on the so much refined innovations of contemporary campaigning—micro-targeting, on-line fundraising, electronic communique, the recent media—and examines what has replaced, how these adjustments have dramatically reworked campaigning, and what has remained essentially an analogous regardless of new applied sciences and communications. Campaigns have gotten extra open and free-wheeling, with higher involvement of activists and usual citizens alike. yet they could additionally turn into extra chaotic and hard to manage. Campaigning within the Twenty-First Century provides daunting demanding situations for applicants specialists as they struggle to get their messages out to citizens. sarcastically, the extra open and powerful campaigns turn into, the higher is the necessity for pro, versatile and inventive expert specialists.
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Extra resources for Campaigning in the Twenty-First Century: A Whole New Ballgame?
With near-100 percent name recognition (and one of the few people like Oprah or Cher who were known to all by their first names only), but with high negatives among the general public, the questions became: how to present her, as “tough as a man” or a more humanized picture, the softer side. Chief strategist Mark Penn advocated presenting Clinton as a strong commander-in-chief who had deep knowledge of policy issues (reminiscent of the 3:00 in the morning television ad); Mandy Grunwald, the senior media consultant, wanted to present a more humanized, more personable and likeable candidate.
Audience fragmentation presents both challenges and opportunities for political media consultants. The challenge, of course, is that instead of having to focus a message on three or four televisions stations, perhaps the local newspaper, and several radio stations, political campaigns and media buyers face this greatly fragmented audience. ”9 The opportunity lies in the niche marketing of many cable channels. If you want to reach young men, try ESPN, the Outdoor channel or the Daily Show; a gay-lesbian audience, try Logo; conservative religious audience, try any one of a number of such channels.
This hand-held, lightweight camera is especially important for candid, personon-the-street, or candidate interview cinema verité shots. One of the best of the newer generation of videographers, Justin Germany, prefers the cinema verité style, and sometimes incorporates images from flipcams. “Old school guys wouldn’t do this,” Germany explained, “but we have a different mindset now. ”41 Cinema verité style goes beyond the slick, well-lighted, and well-produced media spot to creating a version that looks more authentic: handheld camera, rough cuts, poor lighting, herky-jerky quality, seemingly nothing more than an amateur (and thus credible) video production.