Authors: Kathleen Hall Jamieson
ISBN-13: 9780195089424, ISBN-10: 0195089421
Format: Paperback
Publisher: Oxford University Press, USA
Date Published: June 1996
Edition: REV
Kathleen Hall Jamieson is Dean of the Annenberg School for Communication at the University of Pennsylvania. She is the author of Beyond the Double Bind, Dirty Politics, Eloguence in an Electronic Age, and Presidential Debates.
Packaging the Presidency, Third Edition, is now completely updated to offer the only comprehensive study of the history and effects of political advertising in the United States. Noted political critic Kathleen Hall Jamieson traces the development of presidential campaigning from early political songs and slogans through newsprint and radio, and up to the inevitable history of presidential campaigning on television from Eisenhower to Clinton. The book also covers important issues in the debate about political advertising by touching on the development of laws governing political advertising, as well as how such advertising reflects, and at the same time helps to create, the nature of the American political office. Finally, current public concerns about political advertising are addressed as Jamieson raises the topic of ads dealing mainly in images rather than issues, and of political aspirations becoming increasingly only for the rich, who can afford the enormous cost of television advertising.
Introduction | ||
Ch. 1 | Broadsides to Broadcasts | 3 |
Ch. 2 | 1952: The Election of a Popular Hero | 39 |
Ch. 3 | 1956: The Reelection of a Popular Hero | 90 |
Ch. 4 | 1960: Competence, Catholicity, and the Candidates | 122 |
Ch. 5 | 1964: Goldwater vs. Goldwater | 169 |
Ch. 6 | 1968: The Competing Pasts of Nixon and Humphrey | 221 |
Ch. 7 | 1972: The President vs. The Prophet | 276 |
Ch. 8 | 1976: Integrity, Incumbency, and the Impact of Watergate | 329 |
Ch. 9 | 1980: "I'm Qualified to Be President and You're Not" | 378 |
Ch. 10 | 1984: Presidential Prerogatives; Presidential Preemptions | 446 |
Ch. 11 | 1988: The Pit and the Paradise | 459 |
Ch. 12 | 1992: Taxes and Trust | 485 |
Conclusion | 517 | |
Notes | 525 | |
Bibliography | 545 | |
Index | 569 |