PoliSci Campaign/Media Strategy (Midterm)

Terms in this set (44)

(for candidacy) - takes you from the biography into the rest of the message

○ Why are you running for office? A good campaign rationale can answer this question in one sentence, beginning with the phrase: "I am running for this office because...I want to build a better future for our community..." etc. "I am running for President because the ways of Washington must change."

○ Explain why your biography makes you someone capable of doing what you said/establish biographical credibility + emotional appeal to individuals

○ Chris Matthews would say: he was hanging a lantern on the problem - greater perceived weaknesses? Too inexperienced

○ Prepare candidate with all the things you think he/she might be asked. They need to hear a question first before hearing it from a reporter or voter.

○ You need to know WHY you are running when asked if you want your campaign and potential election to be taken seriously; otherwise, voter enthusiasm will start to sink. Short, simple, declarative way of saying why you are running. Need a verb! Active sentence.

○ Must be legitimate; candidate must believe what they are actually saying; say in a short, direct way

○ Obama verbally referenced what he believed to be an important part of his bio: "Even though I haven't been in Washington for long, I am running because I believe the ways of Washington must change."

--Take all the issues they are concerned about and figure out how to summarize them in a sentence; come up with a unifying concept

-- Obama got to Washington and realized how broken it was; different candidates have different triggering points

--Take a simple single issue and transform it to find the rationale around it. Change, "I am running because I want to change the street lights," to .... "I am running for school board because I want to create a safer community for our school children."
Rationale should be POSITIVE and coming from inside the candidate himself/herself
○ The externalization (external version) of the rationale . Rationale comes from inside the candidate and answers "Why are you running," so theme should answer "Why do we care?"
--We need a phrase to externalize the rational and universalize it to make it appeal to many, many voters
--Obama's theme: "Change you can believe in"
--Rationale not only about him now in this phrase; its about everyone.
--Rationale and theme together: internal message & externalized message that envelops the voters also; an umbrella, broad for campaign, issues are below it.
--1984 - Ronald Regan; his theme: "It is morning again in America." American people were now feeling more optimistic about the future--not just universalized & external, but also visual!
--12 years later--Clinton is running: says to elect him to finish the job, but his theme: "Building a bridge: the 21st century" = visceral and visual! Gives them a mental image to pay attention to and grasp on. Together rationale and theme form an umbrella in which the rest of the campaign fits
○ Hillary Clinton: "America can't succeed unless you succeed. That is why I am running for President of the United States." ... & "I am not running for some Americans, but all Americans." the theme that came out of this rationale...? STRONGER TOGETHER. The theme externalizes the rationale, although Clinton campaign did not do it so neatly. Stronger together is a good umbrella in which all issues can fit under it. A unifying message along with it.
Trump theme: has been relatively clear, not just because it is direct/short/easy to understand; BUT, "Make America Great Again" has been constantly repeated over and over. The word "again" sends an unfortunate message to American people. But it is visceral with an umbrella in which individual issues can fit. His rationale: "I am running for president because our country is in serious trouble; because we don't have victories anymore...etc." Good rationale for an electorate feeling America is running in the wrong direction. His theme? -->
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