5.10 Notes

Modern Campaigns

Learning Targets

  • Enduring Understanding:

    • The impact of federal policies on campaigning and electoral rules remains a subject of debate on both sides of the political spectrum.

  • Learning Objective:

    • Explain how campaign organizations and strategies affect the election process.

Cost of Campaigns

  • Overview of Increased Costs:

    • The cost of modern Congressional campaigns has markedly risen since 1986.

    • Campaign expenses for the House of Representatives have surged by 4 to 5 times, which equals a doubling even after adjusting for inflation.

    • Senate campaign costs have increased by 50% when accounting for inflation.

    • These figures do not include outside financial support from super PACs, PACs, and other entities.

  • Average Campaign Costs (2016):

    • The average cost of a Senate race exceeded $10 million.

    • An additional $10 million often comes from external funding (e.g., super PACs).

    • Therefore, the total average spending for a Senate race is approximately $20 million, with even higher amounts in highly competitive contexts.

  • Presidential Campaign Costs:

    • Presidential campaigns incur higher expenses than Congressional ones.

    • In the 2016 election, Hillary Clinton's candidate committee raised over $600 million, and outside contributions surpassed $200 million, totaling over $900 million.

    • Combined with Donald Trump's funding, the total spending for both candidates exceeded $1.5 billion.

    • For context, in 1980, total campaign spending for both candidates was around $92 million.

Reasons for High Campaign Costs

  • Staffing Expenses:

    • Campaigns employ professional staffers to manage operations.

    • Hillary Clinton’s campaign employed around 4,200 staffers, comprising:

      • 800 dedicated to her campaign.

      • 400 collaborating with the Democratic National Committee (DNC).

      • 3,000 working with state Democratic parties in battleground (swing) states.

  • Consultants and Strategy Development:

    • Campaigns invest in paid political consultants who:

      • Develop strategic plans.

      • Conduct polling on candidate popularity and specific issues.

      • Manage campaign advertising and marketing initiatives.

  • Advertising Costs:

    • Campaigns allocate substantial funds toward advertising, particularly in mass media such as radio and television.

  • Length of Campaigns:

    • U.S. political campaigns are considerably longer than in many other countries, typically spanning 9 to 10 months from the first primary to the general election.

    • Prior to initial caucuses, candidates begin efforts for fundraising and name recognition months beforehand.

    • Overall, actual campaigning and fundraising often extend to around 2 years leading up to the election.

  • Impact of Extensive Campaign Duration:

    • Investment in political consultants, advertising, and staff over two years is necessary for candidates to secure decent results in early caucuses and primaries, resulting in high overall costs.

Money and Election Outcomes

  • Does More Funding Guarantee Success?

    • Hillary Clinton spent nearly double the amount that Donald Trump did during the 2016 election cycle, yet lost the election.

    • Trump effectively utilized free media attention, gaining significant coverage for his unconventional campaign style, thus reducing his reliance on paid media.

  • Role of Social Media in Campaigning:

    • Since the Obama campaign in 2008, social media has gained importance in election strategies, allowing campaigns to:

      • Customize messages for specific demographic groups.

      • Focus their messaging effectively or engage their base more directly.

      • Utilize social media platforms which are significantly less expensive than traditional media.

    • As a result, social media is increasingly vital for modern campaigns.

Evaluation of the Electoral Structure

  • Critiques of Long Election Cycles:

    • Critics argue that prolonged election cycles distract from pressing governance issues, particularly when incumbents should focus on their duties while spending time on campaigning.

    • The extensive funding involved may disproportionately empower wealthy donors, super PACs, and special interest groups, raising ethical concerns regarding the influence of money in politics.

Campaign Advertising Strategies

  • Types of Campaign Ads:

    • Introducing a Candidate:

    • Appealing to Party Affiliations:

      • Example: "MAKING MACHINE-GUN BACON with TED CRUZ"

    • Inspiring Messages:

      • Example: "CALIESEN"

    • Fostering Fear:

      • Example: "FAILING"

    • Utilizing Comedy:

      • Example: "Does Erik Paulsen really exist?"

    • Emphasizing Past Performance:

    • Connecting with Ordinary Americans:

      • Example: "ANIMAL"

    • Personal Campaign Stories:

      • Example: Amy McGrath, a former Marine fighter pilot.

    • Use of Satire in Campaigns:

Creating a Campaign Ad

  • Individual Project Requirements:

    • Include full dialogue of the advertisement, specifying images or video clips intended to accompany spoken words.

    • Ensure the visual elements change throughout the ad.

  • Group Project Requirements:

    • Create and submit a script for the advertisement.

    • Act out the script in class (non-participation results in point deduction).

  • Ads Must Include:

    • Support or oppose a candidate (real or fictional).

    • Incorporate at least one American core value.

    • Reference at least one ideological issue or value (liberal or conservative).

    • Conclude with, "My name is __ and I approve this message."

    • Creativity is encouraged!