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Pol Comm 5 Big Sell Us2008
The document discusses the evolution and strategies of political campaigning, emphasizing the need for gaining power, influence, and media attention. It contrasts traditional campaign methods with innovative approaches used by candidates like Obama, highlighting the role of branding, endorsements, and fundraising. It raises questions about the effectiveness of campaigns and their impact on voter engagement, underlining the importance of both record and campaign strategy in influencing electoral outcomes.
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Pol Comm 5 Big Sell Us2008
- 1. THE BIG SELLLecture 5
- 2. Goals GettingElected, getting power Gaining greater share of power Gaining influence and media attention Getting issues onto the agenda Gaining representation for a minority
- 3. The role ofa campaign A I D A
- 4. Have goals changed?“ those who assert that their sole object… should be to regain office seem to me to misconceive… British Democracy” Richard Crossman, 1959 “ New Labour should be obsessed with winning. Winning has to be the central aim of politics” Philip Gould, 1997
- 5. Art or SciencePolitical campaigning described as art! All other campaigns are science AIDA Are the motives different? Exchange? Provision of something desired? Action may not gain that which is desired Hence action not necessary / not taken
- 6. Strategy The campaignteam From Party to Cadre The war room The Millbank model The Diary Day to day planning of a campaign Rapid Rebuttal “ Spinning to victory”
- 7. The Tools AdvertisingBroadcasts Media Stunts / Pseudo-Events The meeting, rally or conference Direct Mail Websites Social Networking and Interactivity
- 8. The Hype Itis a media spectacle language of war or sport gaffes are favourites Politicians try to be media focused human interest stunts expose opponents weaknesses Effects the image of politics!
- 9. The Substance TheLeader The Party / Personalities national (macro) Locally (micro) The Policies The Themes/Messages
- 10. The battle fornomination Media hype from Day 1 The election of firsts Close fight v Runaway Victory Advantages Disadvantages
- 11. Branding Obama Change‘ of the people’ Leading a movement For: ‘the little guy’ McCain Experience ‘ a statesman’ A political celebrity ‘ a reformer’ anti-corruption
- 12. Vice Presidents Makingup for inexperience Going for the female vote Adding glamour & novelty
- 13.
- 14. Promoting the brand- Obama Sender LLC and the ‘O’ logo Biographical advertising $27 million and counting Celebrity Endorsement will-i-am, Joss Stone, Oprah Email as a mobilisation tool Public endorsements The video wall Obama Girl/YouTube
- 15. Promoting the brand- McCain Issue based – ‘the serious politician’ Endorsed by the party Bush, Nancy Reagan, NRA An attacking campaign Parodied by Paris Hilton after referencing her Endorsements failed Fundraising by 32 lobbyists, not the public Traditional campaign, little innovation
- 16. Obama’s Fundraising Becamehis USP A record $150 million for Sept 2008 alone Talked of a broken system of insider dealing Made a pact with his supporters “ you are my campaign, you choose to support me and I will support you when I am elected. But to make this dream a reality I need your continued support” Strong local dimension similar to church fundraising – parties/coffee mornings etc
- 17. Do campaigns matter? Less people have loyalties Need convincing Uses & gratifications theory BES finds a lot of ‘wait and sees’ (25%) Research indicates 18% in US Events can swing opinion polls In 2001 Prescott & Letwin benefited Labour Palin effect? Colin Powell effect?
- 18. The case againstIt’s the economy, stupid! Polls are snapshots and event led Doesn’t always mirror the ballot The heartlands are key – and unassailable Only a minority are motivated to engage ELM A strong record is worth far more than a strong campaign (Tories 1987/1992, Blair 2001/2005) In US neither have a record
- 19. Thoughts for discussionDo Campaigns matter Why, when, how? Does AIDA apply – why or why not? Are political campaigns for voters or the media (is there a difference?)? Why does the ELM explain why few UK voters are engaged but in the US 35% of electorate watched the debate live?
Editor's Notes
- #15 The O logo, designed by a graphic design company based on an idea from the team (often linked to Obama himself) is similar to a sun rising over fields but instead of golden rays it is the colours of the US flag that bathe the land. Captures Obama’s face, links him to highly symbolic all American images as well as capturing the ‘hope’ and ‘change’ themes of his campaign. Solicited and un-solicited endorsements seen as important and became part of the campaign Public involvement a tool of campaigning Centred more on him than on party or policy
- #16 Much focus on national security, perceived as a weakness of Obama, education, energy independence and tax cuts. Fed into the economic crisis though difficult to separate himself from the failed policies of Bush. Seen as being a party man and his only endorsers are the party. His use of music by Foo Fighters, Van Halen, Heart and Jackson Browne all led to artists making statements that this did not mean they endorsed him. Dave Grohl used a number of live performances to endorse Obama and argued Obama encapsulated the spirit of the lyrics of ‘My hero’ than McCain. Dogged by problems, even accused of pinching his logo design from the frozen food company.