Understanding Elections
Section 1: Election Campaigns
Section 2: Campaign Funding and Political Action
Committees
Section 3: Election Day and the Voters
Election Campaigns
The purpose of election campaigns is to
help the public learn about the candidates,
so that voters can make an informed
decision on election day. Candidates today
take advantage of media exposure and
polling in order to influence the voters and
get elected to public office.
Campaign Planning
A campaign informs the public about the candidate and the party’s
platform, their stand on important topics.
Campaign Staff
• Campaign Manager
• Finance Chair
• Pollster
• Media Coordinator
• Scheduler
• Issue Advisers, others
Campaign Strategy
• Identify Supporters
Conduct polls to identify where
most support is
• Target the Message
Use polls and focus groups to
learn which issues most important
to supporters.
• Package the Candidate
Manage media coverage of
candidate’s image and message
Conducting a Campaign
On the Campaign Trail
Candidates spend most of campaign time on swing states: where
support for candidates is about equal, or in states where their support
is greatest
• Tackling the Issues
– Candidates use stump speeches, or standard speeches usually less
than 20 minutes long, express candidate’s beliefs On key issues.
– Many candidates use slogans
• Negative Campaigning
– Candidates may use negative campaigning, attacks on opposing
candidate’s weaknesses
Conducting a Campaign
Campaigns and the Media
Campaign’s media coordinator uses voters’ ages to determine which type of
media to use to reach them.
– Broadcast Media
• Television, photos, radio
• Media often use sound bites of candidates’ speeches
– Print Media
• Newspapers, magazines, especially ads
• Often more detailed than broadcast; editorials influential
– The Internet
• Blogs, online editions of print media, TV news
Polls and Polling
Polls can show where support is weakest; show which demographic may
support the candidate; influence voters
Campaign Funding and Political Action
Committees
Money plays a major role in
election campaigns. Candidates
and their staff must carefully
decide where the campaign will
get money and how it will use
this money.
Funding Election Campaigns
Election campaigns can be very expensive.
Where the Money Comes From
• Individual Donations: Largest source of funds; individuals
contribute directly or by hosting fund-raisers
• Contributions by PACs: Second most important source of funds
• Political Party Contributions: Limited amounts funded by
committees within a political party
• Public Funding: Comes from federal government through income
tax; only available to presidential candidates
Campaign Finance Laws
Early Campaign Finance Reform
• 1907: Congress first restricts campaign funds; expanded restrictions in 1940s
• 1971: Congress passed FECA, requires candidates, PACs, political parties to
report contributions received above certain amount
• FECA reports must identify contributors
FECA Amendments
• 1974: FEC (Federal Election Commission) created
• 1979: allowances made for unlimited spending on party-building activities
Soft Money
No restrictions placed on donations not given directly to candidates
Bipartisan Campaign Reform Act
2002: banned soft money raised for issue ads
Interest Groups and Election Campaigns
Political Action Committees Many interest groups have a PAC.
How PACs Function Collects funds; distribute to political parties or candidates
Leadership PACs Not official campaign organizations; can raise unlimited funds
Influence of PACs Allow interest groups greater voice in government; critics say too
powerful
Elections and 527 Groups Tax-exempt organizations that have no limit
on political donations
Controversies over 527 Groups First came to forefront in 2004 election (e.g.,
MoveOn.org)
Impact of 527 Groups Critics blame for increase in negative campaigning
Campaign Reform and the Media BCRA requires ads to identify who is
paying for them; supporters hope this reduces negative campaigning
Interest Groups and Election Campaigns
Political Action
Committees
• Many interest groups have a
PAC.
Leadership PACs
How PACs Function
• Collect funds
• Distribute to political parties or
candidates
Influence of PACs
• Not official campaign
organizations
• Allow interest groups greater
voice in government
• Can raise unlimited funds
• Critics say too powerful
Interest Groups and Election Campaigns
Elections and
527 Groups
• Tax-exempt organizations that
have no limit on political
donations
Impact of 527 Groups
• Critics blame for increase in
negative campaigning
Controversies over
527 Groups
• First came to forefront in 2004
election (e.g., MoveOn.org)
Campaign Reform
and the Media
• BCRA requires ads to identify
who is paying for them
• Supporters hope this reduces
negative campaigning
Election Day and the Voters
Voting is one of the main
responsibilities of U.S. citizenship.
Being a part of the voting process
and taking an active role in electing
public officials helps give all
Americans a voice in their
government.
Election 2000
A Historic Election Night
The results hinged on which candidate won Florida and its 25 electoral
votes. After announcing different winners several times, the media
could not declare a winner. It took more than a month before the
outcome in Florida was decided.
The Recount Controversy
Bush v. Gore
• Florida officials used machines to
recount ballots; results showed
Bush as the winner
• Florida Supreme Court ordered
hand recount; decision was
appealed
• Democrats asked for hand recount;
high number of faulty ballots
• U.S. Supreme Court declared
Florida Supreme Court’s order
unconstitutional
• Each party filed lawsuit to force or
prevent recounts
• Gore accepts defeat
Political Participation
The United States is a democratic republic. In order to function well, its
citizens must participate in politics.
Voting Rights and Responsibilities
• Voting rights extended several
times in U.S. history
Voting Rates
• 45 percent of eligible voters vote in
presidential elections, less in
nonpresidential or local elections
• Voters under 25 least likely to vote
Impact of Voting
• Biggest impact of voting on local
elections, which have the most
direct effect on people’s lives
Beyond the Right to Vote
Working on Campaigns
• Activities include working in
campaign office, making phone
calls, talking to voters
Working at the Polls
• Poll workers (hired employees)
and Poll watchers (volunteers) at
polls on election day
Becoming a Candidate
• One way citizens can become more
involved
The Voting Process
Steps to Voting
• Registering to Vote Americans must take initiative to register
• Casting a Ballot Done either by casting paper ballot or by using mechanical
voting machine
One Person, One Vote
• Reapportionment Redistribution of congressional seats due to population
changes
• Redistricting Drawing new boundaries for legislative districts
Campaigns on Election Day
• Election Day Activities Level of activity in an area depends on candidate’s
or opponent’s level of support
• Getting Out the Vote Volunteers phone supporters to remind them to vote