CONTEMPORARY CAMPAIGN COMMUNICATION: A CASE STUDY OF A NEVADA STATE SENATE RACE. - Page 11 |
Save page Remove page | Previous | 11 of 93 | Next |
|
small (250x250 max)
medium (500x500 max)
Large (1000x1000 max)
Extra Large
large ( > 500x500)
Full Resolution
All (PDF)
|
This page
All
|
[ M e B a th and F i s h e r , 1969, p. 1 8 ]. " S e p a ra te s tr a te g i e s m a y be
d e s ig n e d f o r a c tiv a tin g p a r t y s u p p o r t e r s and f o r se e k in g th e s u p p o rt
of in d e p e n d e n t v o t e r s o r th o s e w ith a w e a k s e n s e of p a r t y id e n tity ,
i. e . , " s w in g " v o te r s .
T h e r o le of i s s u e s in a c a m p a ig n i s n o t e a s i l y e x p la in e d .
I s s u e s a r e " p e r s o n a l c o n s tr u c ts , e x is tin g w ith v a ry in g v ita lity w ith in
e a c h v o te r [M c B a th and F i s h e r , 1969, p. 1 8 ] ." C a m p b e ll, C o n v e r s e ,
M il le r , an d S to k e s (1964) a rg u e th a t i s s u e s a ffe c t a p e r s o n 's v o te
o n ly a f te r t h r e e c o n d itio n s a r e m e t: th e is s u e m u s t b e m a d e p u b lic ,
i t m u s t a r o u s e a m in im u m in te n s ity of fe e lin g , a n d i t m u s t b e m a d e a
p e r c e p t a s s o c ia te d w ith a p o l it ic a l p a r ty . C a m p a ig n c o m m u n ic a tio n i s
n o t g e n e ra lly a r e f e r e n d u m on th e s e is s u e s . R a th e r, i t i s a p r o c e s s
w h ic h m a y b e c a lle d " p e r s o n a l p e r s u a s io n " w h e re b y a n e le c t o r a t e is
in d u c e d to id e n tify w ith a c a n d id a te . A n in v e r s e p r o c e s s w h e re b y
v o t e r s r e s p o n d to i s s u e s w ith o u t th e e x is te n c e of a c a n d id a te m ig h t be
c a lle d " n o n p e rs o n a l p e r s u a s io n " (R o s e n th a l, 1966, p. 119). H o w e v e r,
i s s u e s m a y a ls o be an in tim a te p a r t of p e r s o n a l p e r s u a s io n . A c a n d
i d a t e 's s ta n d on i s s u e s m a y s e r v e a s e v id e n c e of th e kind of m a n th a t
th e c a n d id a te is (M cB ath a n d F i s h e r , 1968). A t so m e p o in ts in th e
c a m p a ig n , i s s u e s m a y b e c o m e v e r y im p o r ta n t, e c lip s in g th e p e r s o n a l
n a tu r e of th e c a n d id a te : "th e p o s itio n h e [ th e c a n d id a te ] t a k e s on th e
i s s u e i s v i r t u a ll y s u p e rim p o s e d on th e c a n d id a te , a n d th e p e r s u a s io n
Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
Object Description
Description
| Title | CONTEMPORARY CAMPAIGN COMMUNICATION: A CASE STUDY OF A NEVADA STATE SENATE RACE. - Page 11 |
| Repository email | cisadmin@lib.usc.edu |
| Full text | [ M e B a th and F i s h e r , 1969, p. 1 8 ]. " S e p a ra te s tr a te g i e s m a y be d e s ig n e d f o r a c tiv a tin g p a r t y s u p p o r t e r s and f o r se e k in g th e s u p p o rt of in d e p e n d e n t v o t e r s o r th o s e w ith a w e a k s e n s e of p a r t y id e n tity , i. e . , " s w in g " v o te r s . T h e r o le of i s s u e s in a c a m p a ig n i s n o t e a s i l y e x p la in e d . I s s u e s a r e " p e r s o n a l c o n s tr u c ts , e x is tin g w ith v a ry in g v ita lity w ith in e a c h v o te r [M c B a th and F i s h e r , 1969, p. 1 8 ] ." C a m p b e ll, C o n v e r s e , M il le r , an d S to k e s (1964) a rg u e th a t i s s u e s a ffe c t a p e r s o n 's v o te o n ly a f te r t h r e e c o n d itio n s a r e m e t: th e is s u e m u s t b e m a d e p u b lic , i t m u s t a r o u s e a m in im u m in te n s ity of fe e lin g , a n d i t m u s t b e m a d e a p e r c e p t a s s o c ia te d w ith a p o l it ic a l p a r ty . C a m p a ig n c o m m u n ic a tio n i s n o t g e n e ra lly a r e f e r e n d u m on th e s e is s u e s . R a th e r, i t i s a p r o c e s s w h ic h m a y b e c a lle d " p e r s o n a l p e r s u a s io n " w h e re b y a n e le c t o r a t e is in d u c e d to id e n tify w ith a c a n d id a te . A n in v e r s e p r o c e s s w h e re b y v o t e r s r e s p o n d to i s s u e s w ith o u t th e e x is te n c e of a c a n d id a te m ig h t be c a lle d " n o n p e rs o n a l p e r s u a s io n " (R o s e n th a l, 1966, p. 119). H o w e v e r, i s s u e s m a y a ls o be an in tim a te p a r t of p e r s o n a l p e r s u a s io n . A c a n d i d a t e 's s ta n d on i s s u e s m a y s e r v e a s e v id e n c e of th e kind of m a n th a t th e c a n d id a te is (M cB ath a n d F i s h e r , 1968). A t so m e p o in ts in th e c a m p a ig n , i s s u e s m a y b e c o m e v e r y im p o r ta n t, e c lip s in g th e p e r s o n a l n a tu r e of th e c a n d id a te : "th e p o s itio n h e [ th e c a n d id a te ] t a k e s on th e i s s u e i s v i r t u a ll y s u p e rim p o s e d on th e c a n d id a te , a n d th e p e r s u a s io n Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. |
