The Big Picture
The Nomination – the official endorsement of a
candidate for office by a political party; for
success, requires momentum, money, and media
attention
Campaign Strategy – the master plan that is laid
out by the candidate to guide their electoral
campaign
Deciding to Run
• Campaigns are physically and emotionally
exhausting
• Other countries have short campaign
systems – U.S. campaigns (especially for
President) can lost 18 months or more.
Winning the Nomination – Competing for Delegates
The Caucus Road
• Meeting of state party leaders to choose delegates
• Organized like a pyramid from local precincts to the
state’s convention
• Not used by many states – Iowa is the first and
considered the most important
The Primary Road
• Elections which voters choose the nominee or
delegates that pledge for the nominee; dates back
to early 1900’s as a reform movement
• Most states used some form of a primary with New
Hampshire being first
• Frontloading is now popular – have an early
primary to gain importance
• General primaries are viewed as elimination
contests
Winning the Nomination – Competing for
Delegates
Evaluating the Primary and Caucus System
• There is disproportionate attention paid to
the early ones.
• Prominent politicians find it difficult to
make time to run.
• Money plays a large role.
• Participation in primaries and caucuses is
low and unrepresentative.
• The system gives an incredible amount of
power to the media.
Winning the Nomination – The Convention
The Convention Send-off
• Once provided great drama, but now
they are a mere formality --- which
means less tv time
• Are still important to party followers
– help with organization and
motivation
• Biggest accomplishment is the
adoption of a party platform – the
statement of goals and policies and
general beliefs
• Official nominations occur here with
candidate speeches
Using the Media
The High-Tech Media Game
• Direct mail is used to generate support and
money for the candidate
• Candidates will gain media attention
through an advertising budget and the
attempt to get “free” coverage
• There is a huge emphasis on marketing the
candidate
• News focuses on strategies and events; not
the actual policies of a candidate
The Campaign
Organizing the Campaign
• Get a campaign manager
• Get a fundraiser and legal counsel
• Hire media and campaign consultants
• Assemble staff and plan logistics
• Get a research staff, policy advisors, and
pollsters
• Get a good press secretary
• Hire someone that is going to establish a
website and links to social media
Campaign Finance Reforms
Federal Election Campaign Act (1974)
• Created the Federal Election Commission
(FEC) to administer campaign finance laws
for federal elections
• Created the Presidential Election Campaign
Fund
• Provided partial public financing for
presidential primaries (matching funds)
• Provided full public financing for major
party candidates in the general election
• Required full disclosure of campaign
contributions and spending
• Limited contributions to political campaigns
Campaign Finance Reforms
Soft Money
• Contributions (with no limits) used for
party-building expenses or generic party
advertising
McCain-Feingold Act (2002)
• Banned soft money, increased amount
individuals could contribute, and limited
“issue ads”
Citizens United (2009)
• Supreme Court case that ruled the First
Amendment prohibits the government from
restricting political expenditures from
corporations, labor unions, and associations
Campaign Finance Reforms
The Proliferation of Political Action
Committees (PAC’s)
• Definition – created by law in 1974 to
allow corporations, labor unions, and
others to donate money to
campaigns
• Today, there are over 4,600 active
PAC’s.
• In 2002, PAC’s contributed over $258
million to congressional candidates.
• They donate to candidates who
support their issue, regardless of
party affiliation
• Not sufficient enough data to say
that PAC’s “buy” candidates
Are Campaigns Out of Control?
Are Campaigns Too Expensive?
• Fundraising takes up lots of time.
• As incumbents spend more money, they
actually do worse; they need it when they
face tough challengers
• The Doctrine of Sufficiency – candidates
need just “enough” money to win; not
necessarily “more”
Campaigns have three effects on voters:
• Reinforcement, Activation, Conversion
Mostly they reinforce and activate.
• Selective Participation – Pay attention to
things that we agree with.
• Party identification still has an effect.
• Incumbents start with a substantial
advantage.
Are Nominations and Campaigns Too Democratic?
• Campaigns are open to almost everyone.
• Campaigns consume much time and money.
• Campaigns promote individualism in
American politics.
Do Big Governments Lead to an Increased Scope of
Government?
• Candidates make numerous, especially to
state and local interests.
• Hard for politicians to promise to make
government cuts.