Chapter 8 Flashcards
mandate
Perception of popular support for a program or policy based on the margin of electoral victory won by a candidate who proposed in during a campaign
retrospective voting
Voting for or against a candidate or party on the basis of past performance in office.
Prospective voting
Voting for or against a candidate or party on the expectations of their actions if they win.
Professionalism
In politics, a reference to the increasing number of officeholders for whom politics is a full-time occupation.
Careerism
In politics, a reference to people who started young working in politics, running for and holding public office, and who made politics their career.
Amateurs
People who have not worked in politics or public service professions who run for public office.
Incumbents
Candidates currently in office seeking reelection.
Reelection rates
Percentages of incumbents running for reelection who are successful.
Name recognition
Public awareness of a political candidate– whether they are familiar with his or her name
Challengers
In politics, a reference to people running against incumbent officeholders.
Franking privilige
Free use of the US mails granted to members of Congress to promote communication with constituents.
Campaign strategy
Plan for a political campaign, usually including a theme, an attempt to define the opponent or the issues, and an effort to coordinate images and messages in news broadcasts and paid advertising.
Voter targeting
The use of voting record, polling, and market research data to identify and contact potential likely voters.
Negative campaigning
Speeches, commercials, or advertising attacking a political opponent during a campaign.
Focus group
In a political context, a small number of people brought together in a comfortable setting to discuss and respond to themes and issues, allowing campaign managers to develop and analyze strategies.
