Description
Tracing the evolution of political advertising from 1952 through 2016, Darrell M. West returns with his much anticipated Seventh Edition of Air Wars: Television Advertising and Social Media in Election Campaigns, 1952-2016. Integrating the latest data and key events from the 2016 campaigns-including the most provocative presidential campaign in recent decades and the surprising victory of Donald Trump-West provides in-depth examination and insight into how candidates plan and execute advertising and social media campaigns, how the media covers these campaigns, and how American voters are ultimately influenced by them.
This new edition includes coverage of social media campaigning, nano-targeting strategies in a fragmented electorate, and thorough analysis of the 2016 presidential campaign, from the candidates' use of Twitter to concerns over falsehoods and deception, the impact of ads and debates on candidate perceptions, and the risks to democratic elections from new campaign developments.
About the Author
Darrell M. West is the Vice President of Governance Studies and Director of the Center for Technology Innovation at the Brookings Institution in Washington, D.C. He is the author of 22 books, including Megachange: Economic Disruption, Political Upheaval, and Social Strife in the 21st Century and Billionaires: Reflections on the Upper Crust.
Reviews
"Air Wars has always helped my students develop a better understanding of the traditional political communication theories. West does a great job with the coverage of traditional advertising methods and historical ads." -- Heather Evans
"Air Wars is a remarkably valuable text for those who are interested in learning about paid media advertising in American election campaigns. West does an admirable job of devoting attention to all aspects of the advertising process: the behind the scenes strategic considerations of the producers, the coverage by the news media, as well as their effects on the audience. Air Wars has become a permanent part of my Media and Politics course because of its thorough examination of the role played by paid media in modern campaigns." -- Robert Dion
"Air Wars is an engaging and well-written book on campaigns and campaign effects. It provides a comprehensive examination of television advertising in election campaigns. In particular, West supports his discussion of agenda-setting and priming, which is among the clearest I have read, with relevant examples from both historical and recent campaigns." -- Matthew Eshbaugh-Soha
Book Information
ISBN 9781506329833
Author Darrell M. West
Format Paperback
Page Count 192
Imprint CQ Press
Publisher SAGE Publications Inc
Weight(grams) 280g
This new edition includes coverage of social media campaigning, nano-targeting strategies in a fragmented electorate, and thorough analysis of the 2016 presidential campaign, from the candidates' use of Twitter to concerns over falsehoods and deception, the impact of ads and debates on candidate perceptions, and the risks to democratic elections from new campaign developments.
About the Author
Darrell M. West is the Vice President of Governance Studies and Director of the Center for Technology Innovation at the Brookings Institution in Washington, D.C. He is the author of 22 books, including Megachange: Economic Disruption, Political Upheaval, and Social Strife in the 21st Century and Billionaires: Reflections on the Upper Crust.
Reviews
"Air Wars has always helped my students develop a better understanding of the traditional political communication theories. West does a great job with the coverage of traditional advertising methods and historical ads." -- Heather Evans
"Air Wars is a remarkably valuable text for those who are interested in learning about paid media advertising in American election campaigns. West does an admirable job of devoting attention to all aspects of the advertising process: the behind the scenes strategic considerations of the producers, the coverage by the news media, as well as their effects on the audience. Air Wars has become a permanent part of my Media and Politics course because of its thorough examination of the role played by paid media in modern campaigns." -- Robert Dion
"Air Wars is an engaging and well-written book on campaigns and campaign effects. It provides a comprehensive examination of television advertising in election campaigns. In particular, West supports his discussion of agenda-setting and priming, which is among the clearest I have read, with relevant examples from both historical and recent campaigns." -- Matthew Eshbaugh-Soha
Book Information
ISBN 9781506329833
Author Darrell M. West
Format Paperback
Page Count 192
Imprint CQ Press
Publisher SAGE Publications Inc
Weight(grams) 280g
