Arguing that state and local political issue campaigns warrant increased attention from communication scholars, this paper presents a rationale for analysis of issue campaigns, develops a framework for organizing and analyzing such campaigns, and applies the framework to an analysis of the 1986 campaign for the sale of liquor "by the drink" (no packaged liquor sold) in Kansas. Following a brief introduction and discussion of campaign issues as opposed to images, the paper provides a descriptive analysis of the stages and functions of communication in issue campaigns resulting in direct balloting by voters. It then looks at communication functions in issue campaigns, specifically addressing the functions of education, trust development, development of a positive message, and the neutralization of the opposition. The remainder of the paper is devoted to a detailed case study of the Kansas campaign for liquor by the drink in which the various communication functions are emphasized. After outlining the history of liquor laws in the state, the paper reviews communication in the preballot approval stage of the campaign, the ballot approval stage, and the election. In addition to extensive notes, the paper also includes a variety of materials used in the case study analysis, including a copy of a speech by the governor of the state in favor of the issue and copies of materials used by proponents of the issue. (FL)