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Examines the disappearance of extreme prejudice and racial rhetoric in modern political campaigns and the alternate ways that race continues to be an abiding issue in the electoral process

Historically, race has always been at the heart of American politics, and southern politics more specifically. Southern elections revolved almost entirely around racial issues during the 1950s and 1960s as debates raged over integration of schools, voting rights, and busing patterns. The election of George Wallace as governor of Alabama in 1962 underscored the electoral power of ruthless racial rhetoric, not only in Alabama, but throughout the South and the entire country. Almost 40 years later, segregation is no longer legal, tensions between blacks and whites have lessened, and the influx of large numbers of African Americans into the electorate has forced politicians to court black voters.

Matthew Streb finds, however, that although extreme racial rhetoric has disappeared from the modern campaign trail, voters are still polarized along racial lines. By comparing gubernatorial campaigns in four southern and three northern states-Alabama, Georgia, Arkansas, Virginia, Ohio, Iowa, and Massachusetts-the author examines how candidates use, or fail to use, race in their campaign strategies. He demonstrates that race indeed remains a significant factor in American elections, couched in alternative issues, such as affirmative action, profiling, and social welfare.

Streb's analysis of the appeal by politicians for the elite vote and the public vote reveals that class has replaced race as a definitive issue in American politics. This book will, therefore, be important not only to academic libraries and students and scholars of political science, southern history, and civil rights, but also to pollsters, campaign strategists, and state political party officials.

The Persuasive Power of Campaign Advertising offers a comprehensive overview of political advertisements and their changing role in the Internet age. Travis Ridout and Michael Franz examine how these ads function in various kinds of campaigns and how voters are influenced by them.

The authors particularly study where ads are placed, asserting that television advertising will still be relevant despite the growth of advertising on the Internet. The authors also explore the recent phenomenon of outrageous ads that "go viral" on the web-which often leads to their replaying as television news stories, generating additional attention.

It also features the first analysis of the impact on voters of media coverage of political advertising and shows that televised political advertising continues to have widespread influence on the choices that voters make at the ballot box.

Turn on the television or sign in to social media during election season and chances are you’ll see plenty of negative campaigning. For decades, conventional wisdom has held that Americans hate negativity in political advertising, and some have even argued that its pervasiveness in recent seasons has helped to drive down voter turnout. Arguing against this commonly held view, Kyle Mattes and David P. Redlawsk show not only that some negativity is accepted by voters as part of the political process, but that negative advertising is necessary to convey valuable information that would not otherwise be revealed.

The most comprehensive treatment of negative campaigning to date, The Positive Case for Negative Campaigning uses models, surveys, and experiments to show that much of the seeming dislike of negative campaigning can be explained by the way survey questions have been worded. By failing to distinguish between baseless and credible attacks, surveys fail to capture differences in voters’ receptivity. Voters’ responses, the authors argue, vary greatly and can be better explained by the content and believability of the ads than by whether the ads are negative. Mattes and Redlawsk continue on to establish how voters make use of negative information and why it is necessary. Many voters are politically naïve and unlikely to make inferences about candidates’ positions or traits, so the ability of candidates to go on the attack and focus explicitly on information that would not otherwise be available is crucial to voter education.

The Electoral College has played an important role in presidential politics since our nation’s founding, but surprisingly little information exists about precisely how it affects campaign strategy. Daron R. Shaw, a scholar who also worked as a strategist in both Bush-Cheney campaigns, has written the first book to go inside the past two presidential elections and reveal how the race to 270 was won—and lost. 

Shaw’s nonpartisan study lays out how both the Democrats and the Republicans developed strategies to win decisive electoral votes by targeting specific states and media markets. Drawing on his own experience with Republican battle plans, candidate schedules, and advertising purchases—plus key contacts in the Gore and Kerry camps—Shaw goes on to show that both sides used information on weekly shifts in candidate support to reallocate media buys and schedule appearances. Most importantly, he uses strikingly original research to prove that these carefully constructed plans significantly affected voters’ preferences and opinions—not in huge numbers, but enough to shift critical votes in key battlegrounds. 

Bridging the gap between those who study campaigns and those who conduct them, The Race to 270 will provide political scientists and practitioners alike with fresh insights about the new strategies that stem from one of our oldest institutions.

The Reasoning Voter is an insider's look at campaigns, candidates, media, and voters that convincingly argues that voters make informed logical choices. Samuel L. Popkin analyzes three primary campaigns—Carter in 1976; Bush and Reagan in 1980; and Hart, Mondale, and Jackson in 1984—to arrive at a new model of the way voters sort through commercials and sound bites to choose a candidate. Drawing on insights from economics and cognitive psychology, he convincingly demonstrates that, as trivial as campaigns often appear, they provide voters with a surprising amount of information on a candidate's views and skills. For all their shortcomings, campaigns do matter.

"Professor Popkin has brought V.O. Key's contention that voters are rational into the media age. This book is a useful rebuttal to the cynical view that politics is a wholly contrived business, in which unscrupulous operatives manipulate the emotions of distrustful but gullible citizens. The reality, he shows, is both more complex and more hopeful than that."—David S. Broder, The Washington Post

In presidential elections, do voters cast their ballots for the candidates whose platform and positions best match their own? Or is the race for president of the United States come down largely to who runs the most effective campaign? It’s a question those who study elections have been considering for years with no clear resolution. In The Timeline of Presidential Elections, Robert S. Erikson and Christopher Wlezien reveal for the first time how both factors come into play.

 

Erikson and Wlezien have amassed data from close to two thousand national polls covering every presidential election from 1952 to 2008, allowing them to see how outcomes take shape over the course of an election year. Polls from the beginning of the year, they show, have virtually no predictive power. By mid-April, when the candidates have been identified and matched in pollsters’ trial heats, preferences have come into focus—and predicted the winner in eleven of the fifteen elections. But a similar process of forming favorites takes place in the last six months, during which voters’ intentions change only gradually, with particular events—including presidential debates—rarely resulting in dramatic change.

 

Ultimately, Erikson and Wlezien show that it is through campaigns that voters are made aware of—or not made aware of—fundamental factors like candidates’ policy positions that determine which ticket will get their votes. In other words, fundamentals matter, but only because of campaigns. Timely and compelling, this book will force us to rethink our assumptions about presidential elections.

The 2010 Pennsylvania Senate election provided high drama from the earliest days of its primary campaigns right through Election Day. After long-time incumbent Arlen Specter was eliminated, the race boiled down to two fresh faces—Pat Toomey and Joe Sestak. Their battle constitutes a microcosm of the political divide that characterizes contemporary American politics.

Veteran writer Hal Gullan obtained special access to the Toomey campaign early on. Toomey's Triumph offers both that inside look and a Philadelphian's reflections of a riveting election. Gullan's astute month-by-month narrative distills the events of the year-long battles through the high drama and the day-to-day of grassroots organizing and campaigning. He describes how the candidates appear, what they say, and how the media pundits respond to their various gambits. He provides wry observations on the efficacy of each candidate's campaign ads and strategies, and he analyzes the up-and-down polls.

Toomey's Triumph provides an engaging chronicle of a critical campaign.