This volume explores a central political paradox: why American scholars, journalists, and citizens periodically question the viability of their presidential electoral system and yet believe that presidential elections are our best hope for a better tomorrow. The book argues that the key to understanding this paradox lies in the concept of "self image," exploring relationships between campaign activities and political culture.

After presenting an introduction to the history of presidential campaigning and a theory of political image, the book arranges chapters in three parts: images centered on candidates, mass media, and the public. A final chapter assesses explanations of the contrasts between the 1988 and 1992 elections and suggests tomorrow's research agenda. Students and teachers alike will find this book ideal for college courses in campaigns and elections, political behavior, and a variety of specialty courses.