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The Road to the White House : Strategies and Outcomes in the 1960 and 2000 Presidential Campaigns

The Road to the White House : Strategies and Outcomes in the 1960 and 2000 Presidential Campaigns. Joseph Hollis For Prof. Jeremy Lewis Capstone 499 : A final Tribute to the Lewis School of Government. Road to the White House: Intro. Basic Strategies of the Presidential Campaign

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The Road to the White House : Strategies and Outcomes in the 1960 and 2000 Presidential Campaigns

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  1. The Road to the White House : Strategies and Outcomes in the 1960 and 2000 Presidential Campaigns Joseph Hollis For Prof. Jeremy Lewis Capstone 499 : A final Tribute to the Lewis School of Government

  2. Road to the White House: Intro Basic Strategies of the Presidential Campaign 1960, 2000 campaign overviews -candidates, organizations -candidate strategies -outcomes Comparisons and Conclusions

  3. Broad Strategies of the Presidential Campaign • Create a Leadership Image • Building a Winning Geographic Coalition • The Incumbency Factor • Basic Common Appeal • Reaching Voters • Targeting Messages • Timing Appeals • Turning out the Voters

  4. Candidates in 1960 Campaign: John F. Kennedy v. Richard Nixon • Kennedy Background • Nixon Background • Vice-Presidents • Strategically beneficial or not?

  5. 1960: Kennedy Strategies (Theodore White, Making of the President) • Focus on 9 large states (New York, Pennsylvania, California, Michigan, Texas, Illinois, Ohio, New Jersey, Massachusetts) • Accentuating Kennedy’s Image • Building a Leadership Image • Discredit the Eisenhower Admin/ make appeal to the public • Brain Trust for ideas (Harvard Professors • Would use data in Rhetoric and Speeches – wanted to be informed on National Policy • Civil Rights Strategy • Overall Campaign Strategy – Full Speed, all the time – almost recklessly

  6. 1960: Nixon Strategies (Theodore White, Making of the President) -Accentuate his National Image “Leh Hall - Jim Shapley” Strategy -Peace and Prosperity Campaign Farm and Catholic vote Folksy Appeal Plans Board Pledge to Campaign 50 States Three Week Blitz The Eisenhower Factor

  7. 1960: The Strategic Role of Media in a Presidential Campaign • First time for everything • Candidate preparation – internal and external factors • Appearance is Key • Outcome of the Presidential Debates • 57 percent of those who voted believed that TV debates influenced their decisions……….6 percent, or over 4,000,000 voters, said their final decision was on the debates alone….. • Of the 4,000,000, 72% for Kennedy, and 26% for Nixon • (GALLUP POLLING, 1960)

  8. Electoral College: 1960 • John F. Kennedy – 303 (34,221,349) • Richard M. Nixon – 219 (34,108, 647) • Harry F. Byrd - 15

  9. Candidates in the 2000 Campaign: George W. Bush, Al Gore • Gore Background • Bush Background • Running Mates?? Homogeneous, or not?

  10. Gore Campaign Organization: 2000 • No Centralized Structure • Too many staffers with too much input • Campaign team internal problems • Bush +17 in approval rating at one point in time • Debates

  11. Gore 2000 Strategies • Campaign Intensely • Initial “Attack Strategy” (would backfire) • “Peace and Prosperity” trip • Use the debates for advantage • “Own man” (Leadership appeal, basic) • Issue stances (refer to handouts) • Reproductive Choice • What to do with Clinton?

  12. Bush 2000 Campaign Organization

  13. Gore 2000 Strategies Continued • Gore kisses wife • Implications of it all

  14. Bush 2000 Strategies • Neglect the issues that divided Republicans, pitted stark ideological differences to Dems • Outsider of Washington: “Rhetoric of Uniting” “Compassionate Conservatism” • Moral Presidential Leadership • Geographically – California emphasis

  15. 2000: Electoral Outcomes (2) • George W. Bush 50,456,169 – 271 • Albert Gore, Jr. 50,996,116 – 266

  16. 2000: Electoral Outcomes (1) Bush had safe states Gore safe states? Florida Recount Supreme Court decides President of the United States, split along ideological (partisan – lines)

  17. 2000: Role of Media in the Modern Presidential Campaign • Media has an intense impact on the Presidential Campaign • Much of the campaign is dedicated to Media-related activities, and over half is spent on the budget • Candidate will orchestrate campaign for the news media • Hopefuls do everything to prevent embarrassment on television

  18. 2000: Role of Media in the Modern Presidential Campaign Continued (2) • MEDIA ADVERTISING • Consultants, and professional supplement the campaign staff (design, produce advertisements as well as buy time on different stations) • GORE : Washington Based Public Relations Firm • BUSH : Stuart Stevens, New York Filmmaker, Mark McKinnon, Texas Media Consultant • TARGETING!

  19. 2000: Role of Media in the Modern Presidential Campaign Continued (3) Televised Debate • Expectations beforehand • Outcomes of Debates • Poll Data

  20. Conclusion • Recap of Points • The End

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