Chapter 8: Campaigns and Elections Flashcards
Incumbent
Candidate currently in office seeking reelection
Reelection rates for all elective offices are very high
1) More than 97% of all members in the House of Representatives who sought seeking reelection have been successful
2) More than 93% of Senators seeking reelection have been successful
Name recognition
Public awareness of a political candidate whether they are familiar with his or her name
Campaign contribution
Incumbents have a strong advantage in raising campaign funds because individuals and groups seeking access to those already in office are inspired to make a contribution
Resources of Office
Incumbents use their offices to keep their names and faces in front of the public
The Franking Privilege
Congressional incumbents send self-promotional newsletter to tens of thousands of registered voters at taxpayers’ expense
Travel back home to their districts virtually every weekend. Paid for by
The tax-funded travel allowance
Congressional incumbents’ taxpayer-funded staff performs
Constituency service and performing services for the official’s constituents
Public Projects
Congressional incumbents obtain federal funds for large-scale projects that benefit their district or state
Pork Barrel Projects
Expensive and wasteful projects that benefit their district or state
Selecting a theme
Finding the right theme or message for a campaign is essential
A successful theme or message is
One that characterizes the candidate or the electoral choice confronting the voters
Most themes or messages focus on
Candidates’ personal qualities do not issue position
Professional campaigns are based on the assumption that a
Candidate’s image is the most important factor affecting voter choice
Negative campaigning
Defining the opponent in negative terms
Negative ads can serve a purpose in
Exposing the record of an opponent
Negative campaigning risks an opponent’s counterattack charges of
Mudslinging, dirty-tricks and sleaze
Use of focus groups and employing
Private polling firms
Incumbent versus Challenger Strategies
Challengers must attack the record of incumbent, deplore current conditions, and stress the need for change
Incumbents must boast of
Their accomplishment during their term or blame the opposition for blocking them
News management
Obtaining favorable, frequent news coverage is critical
Candidates must provide
Good photo ops (staged opportunities for the media to photograph the candidate in a favorable’s settings to the media)
Sound bites are concise and catchy phrases that
Attract media coverage
Sound bites themes must be stated in
Catchy sound bites the viewers will remember
Goals of campaigning: Activate a candidate’s supporters to
Vote for the candidate