ABSTRACT
This chapter examines political campaign persuasion, both old and new, as visual spectacle and verbal argument. Trent and Friedenberg have provided a template for presidential campaigns and have argued that four stages exist: the pre-primary period (surfacing); the primary period (winnowing); the nominating conventions (legitimating); and the general election period (contesting). Gaining name recognition, building a campaign organization, and raising money are the central components of the surfacing period. To win their party's presidential nomination, a candidate needs a majority of the convention delegates behind them. People vote based on facts, values, impressions, beliefs, and attitudes, and during the contesting period candidates adjust their campaign message to appeal to as many of them as they can. The term Machiavellianism refers to communication strategies that appear to be serving audience members but rather are tools to maximize the gains of the person using them. The modern political campaign is a combination of the old and the new.
