chapter  11
25 Pages

The General Election

This chapter looks at the technologies, information sources, and means of persuasion that candidates now have, which contribute to the candidate-centered nature of most campaigns. It explores the conditions in which party organizations have been able to reclaim an important role in at least some campaigns. The general election campaign is also powerfully affected by whether the candidate's party is in the majority or the minority in that district. Political consultants specialize in particular campaign services. Some consultants buy media time for advertising, focusing on what programs or times of day will benefit each of their candidate clients. In the days of machine politics, party organizations sent their patronage workers and other activists to the homes of people who might vote for party candidates, to tell them about the party ticket. Party organizations can distribute appeals for a number of candidates at the same time and register voters to help the entire ticket.