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ERIC Number: ED066884
Record Type: RIE
Publication Date: 1970
Pages: 214
Abstractor: N/A
Reference Count: N/A
The Political Persuaders; The Techniques of Modern Election Campaigns.
Nimmo, Dan
Over the last 20 years, a successful election campaign has come to depend in large part on successful use of the broadcast media. As a result, media experts are part of most politicians' teams, and their strategies help determine the results of the election. Usually, themes or "images" are more important than issues. The techniques of mass persuasion are discussed here, with theories taken from social science research and examples from recent state and national campaigns. Although mass advertising drives election costs up, it is concluded that neither the public, the politicians, nor the donors really want to place a ceiling on campaign costs. Nor are safeguards against deception likely to be placed on media campaigns. (JK)
Prentice-Hall, Inc., Englewood Cliffs, New Jersey 07632 ($5.95)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A