The Art (and Science) of the Campaign 1 Latinos and the 2008 Election Lecture 3 October 7, 2008

Campaigns Always on the Cutting Edge of Technology Mass media Mass newspapers (1830s) Nationwide travel (1890s) / global travel (1960s) Radio (1920s/1930s) Television (1950s) Internet (today) Why? Need to inform supporters and scare opponents’ supporters Parties/candidates able to tap sufficient resources to innovate with new technologies Diversity of media requires candidates to shape message

Technology Can Be a Two- Headed Sword

Technology Works Against Candidates Who Don’t Keep Up Campaign events Nixon-Kennedy debates (1960) George H.W. Bush looking at his watch during a presidential debate (1992) Senator George Allen and “Macaca” (2006) Knowledge of technology a candidate asset George H.W. Bush and supermarket scanners All candidates and the price of gallon of milk or gas John McCain and the internet?

Purest Form of Campaign Technology – Advertising 1. Biographical 2. Backfire (reverse biographical) 3. Leadership 4. Issue 5. Contrast 6. Independent advertising in support of a candidate

Outlets for Political Advertising Expanding Print, mail, radio and television Campaigns use as primary outlets Cost high Some can’t be narrowly targeted Limits on availability in competitive races Cable and local radio (allow for targeting electorates) Internet The blogesphere Independent productions can also disseminate through new technologies Allows anyone to speak for a campaign Introduces new monies to campaigns quiver

Advertising and Race Race has been a continuing message in advertising 1. Affirming the value of racial/ethnic diversity 2. Equal opportunity as a policy issue 3. Race as a contrast issue (generally to discourage white Democrats from supporting Democratic candidates) Decentralization of advertising will probably increase use of racial imagery/tap racial fears Claims in 2000 South Carolina Republican primary that McCain had a black illegitimate child Viral asserting that Obama is a Muslim

In Sum Dissemination strategies/outlets have expanded considerably in the modern era With more “sources” of ads, the likelihood of backfire and contrast ads increases Racial fears a particularly rich message for contrast ads Taps voters fears rather than hopes Racial ads have generally taped concerns about African Americans rather than Latinos, but immigrants increasingly a target On Thursday, we look at campaign outreach and advertising to Latinos