MARC Record from marc_columbia

LEADER: 05096cam a2200517 i 4500
001 14433301
005 20200107091415.0
008 170217s2018 cau b 001 0 eng
010 $a 2016059501
035 $a(OCoLC)ocn973199497
040 $aDLC$beng$erda$cDLC$dOCLCF$dBTCTA$dYDX$dBDX$dOCLCO$dOCLCQ$dNRC$dVVN$dGZM$dSNN$dNJR$dBUB$dWLU$dOCLCQ$dUKMGB$dOCLCQ$dROB$dBDP$dOCLCQ
015 $aGBB783108$2bnb
016 7 $a018344164$2Uk
019 $a982092550
020 $a9781506329833$q(pbk. ;$qalk. paper)
020 $a1506329837$q(pbk. ;$qalk. paper)
035 $a(OCoLC)973199497$z(OCoLC)982092550
042 $apcc
043 $an-us---
050 00 $aJF2112.A4$bW47 2018
055 3 $aJF2112 A4$bW47 2018
082 00 $a324.7/30973$223
049 $aZCUA
100 1 $aWest, Darrell M.,$d1954-$eauthor.
245 10 $aAir wars :$btelevision advertising and social media in election campaigns, 1952-2016 /$cDarrell M. West, Brookings Institution.
250 $a7 edition.
264 1 $aThousand Oaks, California :$bSAGE/CQ Press,$c[2018]
300 $axix, 169 pages ;$c23 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
504 $aIncludes bibliographical references and index.
505 0 $a1. The History of Communications. From Newspapers and Television to the Internet and Social Media -- Broadcasting Strategies -- Narrowcasting -- Microcasting -- Nanocasting -- Conclusion. 2. Effective Ads and Social Media Promotion. Principles of Advertising -- Production Techniques -- The role of Money and Super PACs -- Effective Tweeting -- Third-Party Validation -- Conclusion. 3. Buying Air Time and Using Social Media. The Strategies of Ad Buying -- The Study of Ad Buys -- Ad Frequency and Diversification -- Vapor Ads -- Social Media Outreach -- Targeting Strategies -- Conclusion. 4. Messages. Substantive Content -- Prominent Ads -- The Paucity of Policy Appeals -- Shifts Over Time -- The Rise of Internet Sites -- The Rise of Negative Advertising -- The Objects of Negativity -- Conclusion. 5. Media Coverage. The Increasing Coverage of Ads -- Horse-Race -- Coverage of Ads -- "Daisy," "Daisy II," and the "Revolving Door" -- Swift Boat Veterans Ads -- 2008 Ads -- 2012 Ads -- 2016 Ads -- Conclusion. 6. Learning About the Candidates. Citizens' Knowledge and Evaluations of Candidates -- The Impact of the Campaign -- Ads and the Vote -- Conclusion. 7. Setting the Agenda. The Media's Role in Agenda Setting -- Policy and Campaign Components of the Agenda -- The Influence of Individual Ads -- A Fixed Agenda -- A Fluid Agenda -- It's Still the Economy, Stupid! -- Shifting the Focus -- A Chaotic World -- Conclusion. 8. Playing the Blame Game. Blame Dukakis -- Blame Bush -- Blame Terrorists -- Blame Bush and McCain -- Blame Romney -- Blame the Establishment -- Conclusion. 9. Communications in Congressional Elections. Features of Congressional Campaigns -- Historical Congressional Ads -- Clinton Versus Giuliani and Lazio in 2000 -- 2008 Senate Campaigns -- 2012 House and Senate Campaigns -- 2016 House and Senate Campaigns -- Conclusion. 10. Communications and Democratic Elections. Democratic Expectations -- The Risk of Manipulation -- The Importance of Fact-Checking -- Lessons of Campaign Communications -- Slicing and Dicing the Electorate -- What Can Be Done -- Conclusion. Appendix: Memorable Acts, 1984-2016.
520 $aTracing the evolution of political advertising from 1952 through 2016, Darrell M. West returns with his much anticipated Seventh Edition of Air Wars: Television Advertising and Social Media in Election Campaigns, 1952-2016. Integrating the latest data and key events from the 2016 campaigns--including the most provocative presidential campaign in recent decades and the surprising victory of Donald Trump--West provides in-depth examination and insight into how candidates plan and execute advertising and social media campaigns, how the media covers these campaigns, and how American voters are ultimately influenced by them. This new edition includes coverage of social media campaigning, nano-targeting strategies in a fragmented electorate, and thorough analysis of the 2016 presidential campaign, from the candidates' use of Twitter to concerns over falsehoods and deception, the impact of ads and debates on candidate perceptions, and the risks to democratic elections from new campaign developments.
650 0 $aAdvertising, Political$zUnited States.
650 0 $aTelevision in politics$zUnited States.
650 0 $aPolitical campaigns$zUnited States.
651 0 $aUnited States$xPolitics and government.
650 7 $aAdvertising, Political.$2fast$0(OCoLC)fst00797961
650 7 $aPolitical campaigns.$2fast$0(OCoLC)fst01069212
650 7 $aPolitics and government.$2fast$0(OCoLC)fst01919741
650 7 $aTelevision in politics.$2fast$0(OCoLC)fst01146916
651 7 $aUnited States.$2fast$0(OCoLC)fst01204155
710 2 $aBrookings Institution.
852 00 $bbus$hJF2112.A4$iW47 2018
852 00 $boff,bus$hJF2112.A4$iW47 2018