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Dr. Michael D. Cohen, a 30+ year veteran of working on, teaching, and writing about political campaigns shows readers how campaigns are organized, explains state-of-the-art tools of the trade, and reveals how some of the most interesting people in politics got their big breaks. He combines academic insights and practical advice that will be of interest to practitioners and students considering careers in politics, and people interested in how elections are won. The second edition, updated to include a new chapter on how campaigns are using artificial intelligence and what that means for democracy, has been completely revised throughout to provide readers with an up-to-date understanding of how candidates succeed.
Sommario
Contents
PrefaceIntroduction
1. Parties and ElectionsFrom Bosses to Consultants
Voter Affiliation
Parties As Campaign-Adjunct Organizations
Democratizing the Vote
Elections
Rules
Assignment
Sources and Further Reading
2. Planning and ManagementStart with Why
Can You Win?
Do Campaigns Matter?
Plan Design
Consultant Story
Assignment
Sources and Further Reading
3. FundraisingWho Donates to Campaigns?
Basic Rules
High-Dollar Fundraising
Low-Dollar Fundraising
Online Platforms
Assignment
Sources and Further Reading
4. Independent GroupsLoss of Control
Change in Money Flow
Types of Independent Groups
Expansion of PACs
Independent Expenditure
Donations to Candidates
Dark Money
Consultant Story
Assignment
Sources and Further Reading
5. Vulnerability and Opposition ResearchNegative Information
The Toughest Questions
Opponent Framing
Research Director
Research Strategy
Desktop Research
Field Research
Organization and Analysis
Deployment
Limits
Consultant Story
Assignment
Sources and Further Reading
6. Data and AnalyticsThe Voter File
Identifying Winnable Voters
Calculating Vote Totals
Modeling Vote Totals
Consultant Story
Assignment
Sources and Further Reading
7. Focus Groups and PollingFocus Groups
Polling
Tools
Digital Research
Assignment
Sources and Further Reading
8. Earned MediaTools
Consultant Story
Assignment
Sources and Further Reading
9. Paid MediaDefinition
Consultant Story
Assignment
Sources and Further Reading
10. Social MediaDefinition
Tools
Consultant Story
Assignment
Sources and Further Reading
11. Field OperationsDefinition
Tools
Get Out the Vote
Consultant Story
Assignment
Sources and Further Reading
12. Artificial IntelligenceDefinition
Tools
Ethical Considerations
Consultant Story
Assignment
Sources and Further Reading
13. The New Permanent CampaignCampaign Strategy Gets Personal
Voter Polarization Increases
Tactics Go Digital
The Parties Invest
Campaigns Between Elections
The Future of Modern Political Campaigns
Sources and Further Reading
Afterword
Acknowledgements
Appendix
Index
About the Author
Info autore
MICHAEL D. COHEN, PH.D. is CEO of Cohen Research Group, a leading political, public affairs, and corporate research firm. He publishes the pioneering Congress in Your Pocket suite of AI-driven mobile apps and teaches courses at Johns Hopkins University and New York University on digital political strategy and political campaigning. He is the author of Modern Political Campaigns: How Professionalism, Technology, and Speed Have Revolutionized Elections. After running political campaigns in college, Dr. Cohen served in leadership positions at The Gallup Organization, Microsoft, USA Facts, and Purple Strategies, as well as two political polling firms. He is a three-time graduate of the University of Florida with degrees in mass communications and political science, and he is a member of its leadership Hall of Fame.
