Choices and Changes is the most comprehensive examination to date of the impact of interest groups on recent American electoral politics. Richly informed, theoretically and empirically, it is the first book to explain the emergence of aggressive interest group electioneering tactics in the mid-1990s—including “soft money” contributions, issue ads, and “527s” (IRS-classified political organizations).
Michael Franz argues that changing political and legal contexts have clearly influenced the behavior of interest groups. To support his argument, he tracks in detail the evolution of campaign finance laws since the 1970s, examines all soft money contributions—nearly $1 billion in total—to parties by interest groups from 1991-2002, and analyzes political action committee (PAC) contributions to candidates and parties from 1983-2002. He also draws on his own interviews with campaign finance leaders.
Based on this rigorous data analysis and a formidable knowledge of its subject, Choices and Changes substantially advances our understanding of the significance of interest groups in U.S. politics.
The Persuasive Power of Campaign Advertising offers a comprehensive overview of political advertisements and their changing role in the Internet age. Travis Ridout and Michael Franz examine how these ads function in various kinds of campaigns and how voters are influenced by them.
The authors particularly study where ads are placed, asserting that television advertising will still be relevant despite the growth of advertising on the Internet. The authors also explore the recent phenomenon of outrageous ads that "go viral" on the web-which often leads to their replaying as television news stories, generating additional attention.
It also features the first analysis of the impact on voters of media coverage of political advertising and shows that televised political advertising continues to have widespread influence on the choices that voters make at the ballot box.
The Electoral College has played an important role in presidential politics since our nation’s founding, but surprisingly little information exists about precisely how it affects campaign strategy. Daron R. Shaw, a scholar who also worked as a strategist in both Bush-Cheney campaigns, has written the first book to go inside the past two presidential elections and reveal how the race to 270 was won—and lost.
Shaw’s nonpartisan study lays out how both the Democrats and the Republicans developed strategies to win decisive electoral votes by targeting specific states and media markets. Drawing on his own experience with Republican battle plans, candidate schedules, and advertising purchases—plus key contacts in the Gore and Kerry camps—Shaw goes on to show that both sides used information on weekly shifts in candidate support to reallocate media buys and schedule appearances. Most importantly, he uses strikingly original research to prove that these carefully constructed plans significantly affected voters’ preferences and opinions—not in huge numbers, but enough to shift critical votes in key battlegrounds.
Bridging the gap between those who study campaigns and those who conduct them, The Race to 270 will provide political scientists and practitioners alike with fresh insights about the new strategies that stem from one of our oldest institutions.
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