The Obama Victory: How Media, Money, and Message Shaped the 2008 Election

Paperback | July 27, 2010

byKate Kenski, Bruce W. Hardy, Kathleen Hall Jamieson

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Barack Obama's stunning victory in the 2008 presidential election will go down as one of the more pivotal in American history. Given America's legacy of racism, how could a relatively untested first-term senator with an African father defeat some of the giants of American politics? In The Obama Victory, Kate Kenski, Bruce Hardy, and Kathleen Hall Jamieson draw upon the best voter data available, The National Annenberg Election Survey, as well as interviews with key advisors to each campaign, to illuminate how media, money, and messages shaped the 2008 election. In a crisp,incisive narrative, the authors identify the candidates' major themes--Maverick versus Mc-Same; Change versus Tax and Spend Liberal, etc.--and then apply them to the five main periods of the campaign: the early summer; the period from the vice presidential nominations through the conventions; thefinancial meltdown from mid-September to mid-October; the two weeks after the final debate; and the final week. Throughout, they explain how both sides worked the media to reinforce or combat images of McCain as too old and Obama as not ready; how Obama used a very effective rough-and-tumble radioand cable campaign that was largely unnoticed by the mainstream media; how the Vice Presidential nominees impacted the campaign; how McCain's age and Obama's race affected the final vote, and much more. Analyzing each nominee's broadcast, cable, and radio spending, the authors conclude that Obama'smedia campaign was more savvy than McCain's, and that early voting and the complete collapse of campaign finance reform will change elections for years to come.Briskly written and filled with surprising insights, The Obama Victory goes beyond opinion to offer the most authoritative account available of precisely how and why Obama won the presidency.

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Barack Obama's stunning victory in the 2008 presidential election will go down as one of the more pivotal in American history. Given America's legacy of racism, how could a relatively untested first-term senator with an African father defeat some of the giants of American politics? In The Obama Victory, Kate Kenski, Bruce Hardy, and Ka...

Kate Kenski is an Assistant Professor in the Department of Communication at the University of Arizona and was a member of the National Annenberg Election Survey team in 2000, 2004, and 2008. She has published over twenty articles in political communication and is co-author of Capturing Campaign Dynamics (OUP 2004). Bruce W. Hardy is a...

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Format:PaperbackDimensions:400 pages, 9.25 × 6.12 × 0.68 inPublished:July 27, 2010Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0195399560

ISBN - 13:9780195399561

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Table of Contents

1. Maverick versus Mc-Same; Change versus Tax and Spend Liberal2. Too Old versus Not Ready to Lead3. What a Difference a Party Makes: Playing to and against Party Assumptions4. The Issues that Mattered to Specific Groups? Stem Cells, Abortion, Immigration5. Period One6. Period Two7. Period Three8. Period Four9. Period Five10. Was the Election over Before it was over11. Will Presidential Campaigns ever be the Same Again? Implications for the Future