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• Cover Page
• Half Title Page
• Lea’s Communication Series
• Title Page
• Copyright Page
• Dedication
• Contents
• Preface
• Part I: Mass Media and Government Institutions
• 1 Introduction to Political Communication
• Defining the Terms
• Contextual Influences
• The Study of Political Communication
• Scholarly Perspectives on Political Communication
• Outline of the Book
• 2 Early History of the Press and Presidency
• Early Struggles with a Free Press
• Appeals to the Mass Audience
• Lincoln and the Press
• Developments from 1860 to 1900
• Presidents and the Press in the New Century
• Conclusions
• 3 Modern History of the Press and Presidency
• The Roosevelt Years
• Other Publicity Techniques
• The Transition to Television: Truman and Eisenhower
• Kennedy: Charming the Press
• Johnson: Deceiving the Press
• Nixon: Assaulting the Press
• Early Years
• Presidential Strategies
• Ford and Carter: Dominated By the Press
• Conclusions
• 4 Presidents and the News in the Television Age
• White House Office of Communications
• Reagan and News Management
• Bush and Clinton’s Media Strategies
• Shortcomings in the Message
• Problematic Management
• Restricting Press Access
• Positive Uses of Communications
• Summary
• Press Secretary
• Press Conferences
• Conclusions
• 5 Covering the Presidency
• Determinants of the News
• Bias
• Routines
• Ideology
• Nature of Presidential News
• Quantity of News
• Quality of News
• Scholarly Perspectives
• An Adversarial or Symbiotic Relationship?
• Lap Dog or Junkyard Dog?
• The Role of Public Opinion
• Clinton and the Press
• Conclusions
• 6 Presidential Rhetoric
• Historical Overview
• The Rhetorical Presidency
• President as Speech-Maker
• The Case of Carter
• Reagan and the Television Presidency
• Use of Televisual Props
• Personifying Themes
• Accessing Common Visual Experiences
• Knack for Narrative
• A Critical Look at Reagan’S Rhetoric
• Conclusions
• 7 Presidential Rhetoric: Genres and Impact
• Inaugural Addresses
• Pardoning Rhetoric
• Crisis Rhetoric
• Rhetorical Constructions
• Foreign Crises
• Domestic Crises
• Summary
• Clinton’s Rhetoric
• Impact
• Assessments
• Conclusions
• 8 Congress and the Media
• Continuities and Changes
• The Outside Game
• Direct and Mediated Communication
• Conventional Newsmaking Strategies
• C-Span
• Radio Talk Shows
• Political Marketing
• Inside and Outside Games
• Press Coverage of Congress
• Quantity of Coverage
• Press Coverage: 1950s–1970s
• Skewering Congress
• Explaining the Negativity
• Prescriptions
• Conclusions
• 9 The Media and Local Politics
• Historical Perspectives
• Community Size And News
• Theory
• Research Evidence
• Complicating Factors
• Boosterism in the Metropolitan Press
• Other Media
• Television
• Other Media Outlets
• City Officials and the News
• Consensus, Conflict, and Public Opinion
• Criticisms and Suggestions
• Conclusions
• Part II: Political Communication Theories and Effects
• 10 Political Communication Effects
• The Study of Propaganda
• Propaganda and Communication Research
• The Classic Studies
• The People’s Choice
• Opinion Leadership and News Diffusion
• Limited Effects Model
• Revising the Classics
• The People’s Choice Revisited
• Opinion Leadership
• Limited Effects
• The Politics of Communication Research
• Criticizing the Critics
• Contemporary Perspectives
• Individual-Centered Approaches
• Technological Approaches
• Systems-Level Approaches
• Critical Approaches
• Conclusions
• 11 Agenda-Setting
• Key Terms
• Understanding Agenda-Setting
• Empirical Research
• Correlational Evidence
• The Question of Causality
• Complicating Factors
• Consequences of Agenda-Setting
• Conclusions
• 12 Agenda-Building
• The Media Agenda
• Personal Attitudes
• Sources
• News Values
• Public Opinion
• Elite Media Influences
• Ideology
• Summary
• Watergate and Agenda-Building
• 1972
• January–May 1973
• May 1973 and Beyond
• Media, Public Opinion, and Policymaking
• Media-Initiated Agenda-Building
• Policymaker-Initiated Agenda-Building
• Public-Initiated Agenda-Building
• Generalizations
• Framing
• Media Effects on Frames
• Conclusions
• 13 The Health Care Reform Campaign
• Beginnings
• Presidential Communication
• The Year-Long Battle for Public Opinion
• Evaluation
• Conclusions
• 14 Health Care Reform: News and Public Opinion
• News Coverage
• News Determinants
• Nature of News Coverage
• Public Opinion, Media, and Policy
• Polls
• Campaign Effects
• Conclusions and Appraisals
• Part III: Communication and the Presidential Election
• 15 Presidential Campaigns: History and Overview
• History
• Early Years
• Nineteenth Century Developments
• The Electronic Campaign
• Summary
• The Contemporary Campaign
• Parties
• Candidates
• Political Marketing
• Campaign Finance
• Mass Media
• Voters
• Campaigns and Communication
• Conclusions
• 16 The Media and the Nominating Process
• Preprimary Stage
• Candidates
• News Media
• Marketing
• Voters
• Primaries
• New Hampshire and Iowa
• News, Primaries, and Voters
• Nominating Conventions
• Conclusions
• 17 The Press and the Presidential Campaign
• News Bias
• Horse Race News
• Horse Race News in Campaign ′96
• Other Structural Biases
• Issues Coverage
• Complicating Factors
• Press Criticism
• Lamentations
• Counterarguments
• Middle Ground?
• Conclusions
• 18 News Media Impact on Voters
• The Publics Knowledge of Politics
• Newspapers Versus Television
• Campaign Agenda-Setting
• News and Voters Cynicism
• Conclusions
• 19 Political Advertising: Content
• Characteristics of Political Advertising
• Financial Issues
• Regulations
• Length
• Strategy: The Nomination Period
• Strategy: Recent Elections
• 1984
• 1988
• 1992
• 1996
• Summary
• Types of Political Spots
• Issues Versus Images
• Negative Advertising
• Conclusions
• 20 Political Advertising: Effects
• Impact of Political Ads
• Campaign Learning
• Persuasion
• Agenda-Setting, Priming, and Construction of Meaning
• Negative Advertising Effects
• Combating Negative Commercials
• Ethical Issues
• Adwatches
• Money and Political Advertising
• Conclusions and Perspectives
• Effects
• Ethics
• 21 Debates: Formats and Strategies
• Overview
• Definitional Issues
• Background
• Formats
• Rhetorical Strategies
• Predebate Strategies
• Debate Strategies
• Postdebate Strategies
• Conclusions
• 22 Debates: Impact and Controversies
• Debate Effects
• Presidential and vice presidential debates attract huge national audiences
• Voters look positively upon presidential debates, but at the same time feel debates have some shortcomings
• Voters become better informed about candidates’ issue stands and personal qualities from watching presidential debates
• Debates help to solidify voters’ attitudes, bonding together thoughts and feelings about the candidates into a more cohesive whole
• Debates can influence voters’ perceptions of presidential candidates’ character and competence. But the effects are complex
• Presidential debates can shape campaign dynamics
• Postdebate news coverage can influence voters’ perceptions of who won the debate
• Balance Sheet
• Prescriptions
• Conclusions
• 23 Epilogue
• Endnotes
• Chapter 1
• Chapter 2
• Chapter 3
• Chapter 4
• Chapter 5
• Chapter 6
• Chapter 7
• Chapter 8
• Chapter 9
• Chapter 10
• Chapter 11
• Chapter 12
• Chapter 13
• Chapter 14
• Chapter 15
• Chapter 16
• Chapter 17
• Chapter 18
• Chapter 19
• Chapter 20
• Chapter 21
• Chapter 22
• Epilogue
• References
• Author Index
• Subject Index