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ERIC Number: ED360668
Record Type: Non-Journal
Publication Date: 1993-Apr
Pages: 25
Abstractor: N/A
Reference Count: N/A
Communication in Ballot Issue Campaigns: A Rhetorical Analysis of the 1991 Cincinnati Public Schools Levy Campaign.
Joiner, Jeffrey; German, Kathleen
Following the failure of several school levies, the Cincinnati Public School System placed a $9.83 million levy on the ballot in 1991 which passed in spite of tremendous odds against it. The Cincinnati tax levy campaign was successful largely because it adapted to the unique nature of ballot issue campaigns. First, it provided proactive leadership through public relations professionals and the school superintendent. Second, it activated voters through registration, endorsements, and volunteers. Finally, the complex issues of the campaign were simplified, audiences targeted, and language strategies employed. In this process, the essential functions of communication present in successful issue campaigns were satisfied: education; trust development; promotion of a positive image; and neutralization of the opposition. The challenges of these campaigns provide the communication scholar with intriguing questions about the rhetorical nature of ballot issue campaigns. A persuasive strategy that proved to be effective in Cincinnati may well be successful in other cities. (Contains 45 references.) (RS)
Publication Type: Speeches/Meeting Papers; Reports - Descriptive
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A