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COM 517 COMMUNICATION IN POLITICS Campaign Practices

COM 517 COMMUNICATION IN POLITICS Campaign Practices. Speeches. “Knowing” the audience Past voter behaviors Polls (messages and themes) Focus groups The Speech Stock speech (stump speech): modular Speechwriting as craft and profession Surrogates.

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COM 517 COMMUNICATION IN POLITICS Campaign Practices

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  1. COM 517 COMMUNICATION IN POLITICS Campaign Practices Speeches • “Knowing” the audience Past voter behaviors Polls (messages and themes) Focus groups • The Speech Stock speech (stump speech): modular • Speechwriting as craft and profession • Surrogates

  2. COM 517 COMMUNICATION IN POLITICS Campaign Practices Recurring Forms of Campaign Communication • Announcement speech • Acceptance speech Assumes role of candidate and party leader Positive response from immediate audience Unify the party Partisan: persuasion for the undecided • News conferences novelty (don’t overuse) newsworthy issue credibility that comes from direct contact with press • Apologia More focus on candidate’s flaws and weaknesses Private lives no longer off-the-record

  3. COM 517 COMMUNICATION IN POLITICS Campaign Practices Debates • Predebate strategies Lowering public expectations Determining target audiences Devising and rehearsing possible answers • Debate Strategies Relating issues to an overarching theme Developing an image • Postdebate strategies Large, well-coordinated surrogate effort Ads to underscore debate themes Audience members as surrogates

  4. COM 517 COMMUNICATION IN POLITICS Campaign Practices Effects of Debates • Increased audiences • Audiences reinforced • Shifting limited numbers of voters • Agenda setting for voters • Increase voter’s knowledge of the issues • Modify candidate’s image • Freezes campaign • Builds confidence in US democratic practices

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