Political Marketing Research in the 2000 U.S. Election

Abstract

It is not news that polls and other forms of marketing research are regularly employed to craft political strategy. What is new is that the 2000 U.S. election represented a turning point where political marketing research seems to take center stage. The print and broadcast media employed polls and other forms of research at levels far beyond anything ever seen before. At times, it appeared as if almost as much attention was being given to polls as was being given to the political candidates and the issues. This was clearly a new and important posturing of the role of political marketing research. With this as a backdrop, the current article compares polls and other forms of political research-focusing on what went wrong and what was right in terms of the use of polls, focus groups and Internet research during the 2000 U.S. election. The article ends with the presentation of some exploratory research that examines insights about respondents' opinions regarding the impact of political polls.     

The 2000 American Presidential Election

Abstract

The 2000 Presidential election was one of the longest, most expensive and closest in American history. It was the Presidential election that exposed the flaws (or genius) of the electoral college system, demonstrated the imperfections of media dependency on exit polls and quick election calling, and showed how a third party candidate with just two percent of the popular vote could make the difference in the crucial state of Florida. Democrats lost states they should have won; Republicans lost every big city and most of their suburbs; and the Florida election came down to a five-to-four muddled decision by the Supreme Court. Americans collectively learned a great civics lesson: that even in a bitter, controversial contest, our candidates accept defeat graciously; the simple act of voting is not so simple; and that for all its shortcomings, the electoral college did work.     

Professionalised Campaigning in Latin America

Abstract

This paper analyses the process of democratisation within Latin American by focusing on the nature of election campaigning in the region. Particular attention is paid to developments in three former military dictatorships, which now regularly hold elections. The states are Argentina, Chile and Uruguay, and consideration is given to the insights and limitations of applying the “Americanisation” or modernisation thesis in studying their distinctive media and political cultures. The elections held in each state during 1999 are used as case studies. What emerges is a complex pattern in which candidates and parties have simultaneously adopted some of the professional forms of electioneering whilst retaining and valuing the more traditional and interpersonal electioneering techniques. Furthermore, it was pointed out that there were marked differences in politicians' approaches to campaigning both between as well as within the three different political systems.     

Revisiting the Character of Congress

SUMMARY

This article examines how character assessments affected the electoral fortunes of incumbent members of the U.S. House of Representatives during the period from 1966-1996. The findings of several linear regressions suggest that party affiliation constrains both when voters react to allegations of scandalous behavior and how they react to different kinds of allegations. The electoral cycle assists incumbent members who have engaged in scandalous behavior escape retribution from their constituents, allowing the majority to be reelected. Also reviewed are findings from the 1998-2002 timeframe. It concludes that voters do concern themselves with character issues, but that the party affiliation of the member and the type of scandal work in concert with the electoral process to mitigate the negative impact on the vote.     

Innovation and growth in traditional agriculture of the lower Volta,Ghana

This article addresses the important question of whether foreign direct investment enhances economic growth and labour productivity in Mexico, both from a theoretical and empirical perspective. After briefly reviewing the Mexican experience with net FDI inflows during the 1990s, the article presents a simple endogenous growth model which explicitly incorporates any positive (negative) externalities generated by additions to the foreign capital stock. Using cointegration analysis, the article estimates a dynamic labour productivity function for the 1960-95 period that includes the impact of the growth rate in the stocks of both private and foreign capital (as opposed to the flows) and the economically active population (EAP) (rather than the rate of population growth). The error correction model (ECM) estimates suggest that increases in both private ad (lagged) foreign investment spending, as well as the rate of growth in exports, have a positive and economically significant effect on the rate of labour productivity growth. In addition, the results show that increases in the EAP have a negative and statistically significant effect on the rate of labour productivity growth, while changes in the government consumption variable have a negative but marginally significant impact. The error correction terms of the estimated models are negative and statistically significant, thus suggesting that deviations of actual labour productivity growth from its long-run value are corrected in subsequent periods. Finally the article generates historical simulations from the estimated ECM's and offers some policy recommendations to enhance the positive externalities associated with FDI inflows.     

Response to Herman and Chomsky

Under what conditions can political elites influence elections to favor their preferred policy outcomes by strategically crafting the language printed on the ballot? Drawing on psychological and political theories of voter cognition, we design a survey experiment to assess the degree to which ballot text can influence voter behavior in direct democracy elections and identify factors that may moderate such effects. We show that the language used to describe a ballot measure does indeed have the potential to affect election outcomes, including measures dealing with contentious social issues affecting individual rights. We also find, however, that exposing individuals to basic campaign information—in our case, endorsements from prominent interest groups—greatly attenuates the framing effects of ballot text. Our results suggest that the extent to which ballot text matters depends on the vibrancy of the campaign environment and other information available to voters.     

The Personalization(s) of Politics: Israel, 1949–2003

The relationship between the United States and Iran has had an important influence on world affairs during the past two decades. Accordingly, the U.S. news media have an instrumental role in portraying U.S.‐Iran relations to the public. The Iranian Revolution and hostage crisis of 1979–1981, the TWA hijacking of 1985, the Irangate controversy of 1986–1987, and the Persian Gulf War of 1990–1991 are examples of important media events that have impacted public opinion regarding U.S. policy toward Iran. This research analyzes government and print media portrayals of the Reagan administration's U.S.‐Iran policy during Irangate. Results supported the prediction that the print media would fulfill their “watchdog” function by providing more critical portrayals of the United States' policy toward Iran than the Tower Commission Report, an investigative document published by President Reagan's Special Review Board. Among the three leading newspapers analyzed, there was significant diversity in the reporting of U.S.‐Iran relations. Results indicate the Reagan administration's attempt to “spin” its version of Irangate did not successfully pressure the media to neglect their watchdog role. Although the Tower Commission Report was less critical of U.S. policy toward Iran than the print media, all four print media sources portrayed the Reagan administration's policy as a flawed approach that degenerated into trading arms for hostages. Implications of these findings for future research are discussed.     

A Review of: “Media Democracy: How the Media Colonize Politics,by Thomas Meyer with Lew Hinchman”

This study assesses the importance of paid advertising. Drawing from observations and interviews with ad creators and campaign managers, it describes, analyzes, and evaluates what the candidates did and why in the 1992 New Hampshire presidential primary election. Specifically, the study examines the importance of initial ads, consistency in ads, and the use of negative ads. It demonstrates that candidates flooded the airwaves with 30‐second ads, spending well in excess of overall spending limits on advertising alone. Ad innovations in 1992 were as follows: heavy New Hampshire and Boston time buying, an attack strategy against an incumbent president, an informercial to raise money, distributed videotapes, interactive video appeals, and half‐hour programs. Candidates who advertised early and stayed consistent in their imagery did better than candidates who advertised later and created multiple images and varied ads.     

Briefly Noted

The argument is commonly made that television has changed the character of parliamentary elections. Its ever more central role in election campaigns outside the United States is held to have “presidentialized” parliamentary elections because it is a medium that projects personalities more effectively than ideas or policies. A comparison of the electoral roles of the Australian prime minister and the U.S. president indicates that both leaders are held personally accountable for government performance. However, such “presidentialism” appears to have little to do with television in Australia or in the United States. Television‐dependent citizens in both countries are less susceptible to the campaign appeals of chief executives than the rest of the voting public. Both leaders, but especially the president, do have an electoral impact. Counter to expectations, however, this impact makes itself felt in both cases among those voters who are not dependent on television for their political information and cues. Party identification seems to insulate the television‐dependent more successfully against leader effects.     

High‐Throughput STR Analysis for DNA Database Using Direct PCR,

Since the Korean criminal DNA database was launched in 2010, we have focused on establishing an automated DNA database profiling system that analyzes short tandem repeat loci in a high‐throughput and cost‐effective manner. We established a DNA database profiling system without DNA purification using a direct PCR buffer system. The quality of direct PCR procedures was compared with that of conventional PCR system under their respective optimized conditions. The results revealed not only perfect concordance but also an excellent PCR success rate, good electropherogram quality, and an optimal intra/inter‐loci peak height ratio. In particular, the proportion of DNA extraction required due to direct PCR failure could be minimized to <3%. In conclusion, the newly developed direct PCR system can be adopted for automated DNA database profiling systems to replace or supplement conventional PCR system in a time‐ and cost‐saving manner.