The making of a public in a political campaign: A participant observation study

Abstract

The author served as a press assistant in the 1978 gubernatorial campaign of Ohio Lieutenant Governor Richard F. Celeste. This article examines the evolution of campaign strategy in the 1978 Democratic primary. Faced with token opposition, Celeste used the primary to introduce policies and establish themes for his general election campaign against incumbent James E. Rhodes. This study focuses on the Celeste campaign's efforts to identify and reach a particular constituency within the Ohio electorate. The “making of a public,” influenced by demographics and the results of opinion surveys, became a tentative, reactive process. The candidate's public identity and strategy were negotiated during the course of the primary campaign. Pressed by events and criticism from the press, the candidate eventually deemphasized the specifics of issues as he sought to redefine himself for a public of voters.