POS 4275 - MODERN POLITICAL CAMPAIGNS
FALL, 2006
PROF. R.K. SCHER
204 Anderson
392-0262 #293
kingsch@polisci.ufl.edu
Office Hrs: T/T 3-4, W4-6
CLASS SYLLABUS
PURPOSE: To explore major issues associated with modern political campaigns. Presidential
campaigns are a primary, but not exclusive, focus. The emphasis of the course is to investigate
why modern campaigns take the forms they do, and to place them in broader American cultural
and political contexts. This is NOT a course on how to run campaigns; it is a course on
understanding campaign politics.
READINGS: Each student must read the following materials (books ordered at Goering’s,
available elsewhere):
 Stephen C. Craig, ed., THE ELECTORAL CHALLENGE
 Joe Klein, POLITICS LOST
 Course Pack
FILMS: The following films will be shown in class (required):
 The Manchurian Candidate (original version ONLY!)
 Primary Colors
 Journeys with George
 Faith in the White House
Films will be shown on Thursdays (double period day).
CLASSES: Lectures will be presented, but this is primarily a discussion course. Students are
expected to read the required materials in advance of class, and come prepared to use them as a
vehicle for discussion. Attendance will NOT be taken, but students are responsible for
everything that happens in class, including announcements and surprise assignments/projects. If
a student misses class, it is his/her responsibility to find out what was missed; students are also
responsible for all information on the syllabus. Students should take advantage of the instructor's
office hours to discuss issues with him.
INTERNET ASSIGNMENT: The Internet is proving to be increasingly important in American
politics and political campaigns. Candidates for even local offices often have home pages and
web sites; for major offices they are de rigeur. In addition, there is a wealth of political
information on the Web, much of which deals with electoral politics and campaigns. It is
essential that students of American campaigns familiarize themselves with the resources
available on the Web, and learn both to view them critically and use them. To this end, students
must complete the following assignments, @ worth 2 points for a total of 10 points:
 Students are to find five (5) campaign-related sites on the Web during the semester. These
can be sites of individual candidates, articles about a candidate and/or campaign (newspaper
or other journalistic pieces are acceptable), analytical and/or scholarly pieces about
candidates or campaigns, resource sites dealing with campaigns, etc.
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Students are to explore these sites with an eye towards:
 visual appeal
 type and adequacy of information provided
 possible biases in the information provided
 adequacy of links to other sources
 overall usefulness
Students must then prepare a ONE PAGE analysis of the site, focusing on the above
questions but including other information/materials/thoughts which might be relevant; use of
classroom information and or data gathered from readings would certainly be appropriate.
These statements must be typed or printed, not handwritten.
Students must include the precise URL address of the site, including date and time viewed; if
possible, a copy of the site (or at least the first/home page) should be copied and stapled to
the analytical statement.
Due dates: September 12, October 3, October 26, November 7, December 5. Please note that
these assignments are "front loaded" to take advantage of the campaign season.
Papers are due at the end of class on the assigned date. No late papers will be accepted
without prior approval of the instructor. NOTE: papers must consist of hard copy. The
instructor cannot receive emailed or attached papers.
EXAMINATIONS: There is no mid-term examination in this course. A take-home final
examination of the essay type, based on readings and course material, will be handed out the last
day of class. It will be due at noon on December 13 in the instructor's office.
PROJECT: All students must complete a written class project. It must come from one of the
following three categories:
 Analysis of a campaign in which the student participates using the categories developed in
class, and drawing from materials presented in class and readings; or
 Analysis of a campaign about which the student reads or studies through secondary sources,
using the categories developed in class, and drawing from materials presented in class and
readings; or
 Critical reaction paper to literatures on campaigning, using books, articles, periodicals, etc.
not assigned in the class.
Projects should be 8-10 pages double-spaced, written in clear, precise, correct,
elegant English. DUE DATE: Tuesday, December 5, end of class. No late papers will be
accepted without prior approval of the instructor.
TOPICS COVERED AND ASSIGNED READINGS:
 Introduction - Craig, 1, 3; Course Pack - Wayne 1-18; Semiatin 1-11, 228-234; Hollihan
1-22
 The Cultural/Social Context of Campaigns – Course Pack - Wayne 19-36
 Negative Campaigning - Craig 11; Course Pack – Hollihan 110-114
 Candidates and Issues – Course Pack - Semiatin12-38; Hollihan 23-54, 73-93
 Campaign Strategy and Dynamics – Craig 2, 7, 8, 9; Course Pack - Semiatin 166-191,
192-227, Wayne 152-174
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Media and Campaigns – Craig 5, 6; Course Pack - Wayne 123-151, 175-198; Semiatin
131-165; Hollihan 94-110
Money and Campaigns – Craig, 4; Course Pack – Wayne 96-122, Hollihan 195-219
Campaign Technocrats, Consultants, Pollsters – Klein (all); Craig 10; Course Pack
Semiatin 100-130, Hollihan 115-138, Lewis
How Do We Cast and Count Ballots? With What Consequences? - class handouts
Reforming Campaigns and Elections – Craig 12
The instructor will also bring short articles to class
Students should also consult:
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NEW YORK TIMES or other national paper - daily
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WWW - frequent use, essential for Internet assignment, but check “political” sites
as often as possible
CRITERIA FOR GRADE:
 Internet assigments - 10 pts
 Individual project - 30 pts
 Final exam - 50 pts
 Class participation and citizenship – 10 pts
NOTE: No grades of “Incomplete” can be given in this class because the instructor will not be
in residence in the spring or summer, 2007. Students MUST complete all the work by the due
dates indicated.