Modern Political CAMPAIGNS [AP Gov Review, Unit 5 Topic 10 (5.10)]

Summary

In this video, the evolution of political campaigns in the United States is explored, focusing on their growing complexity and cost. The script highlights the transformation from early, modest campaigns to today's highly strategic, multi-million-dollar operations. Key factors include the extended election seasons, the increasing reliance on professional consultants, and the use of social media for targeted messaging. The video also points out how much money is spent on advertising, with a humorous take on the negative ads that often dominate elections. The result is a system that’s more expensive and intricate than ever, and unlikely to change soon.

Takeaways

• 😀 Political campaigns in America have grown significantly more complex over time.
• 😀 In the early days, candidates like George Washington avoided campaigning, while modern candidates actively promote their candidacies.
• 😀 Political fundraising has seen a massive increase, with the 2020 election reaching a total of $14.4 billion in spending.
• 😀 Campaign seasons in the U.S. have become longer due to the absence of laws regulating their length, leading to higher costs.
• 😀 The complexity of campaigns now involves hiring numerous professionals like campaign managers, PR experts, and social media consultants.
• 😀 Canvassing, or direct outreach by paid and volunteer workers, is a key part of modern political campaigns.
• 😀 Social media platforms like Facebook have become essential for targeting voters with highly personalized political ads.
• 😀 Politicians have always leveraged new communication technologies, with FDR using radio, JFK using television, and Obama using social media in 2012.
• 😀 Advertising is the largest expense in a political campaign, with ads ranging from billboards to social media promotions.
• 😀 Campaign ads, despite often being negative, are effective in influencing voter opinions and raising awareness.
• 😀 The cost and complexity of modern political campaigns are unlikely to decrease in the future.

Q & A

How have political campaigns in America changed over time?

Political campaigns in America have become far more complex over time. Initially, it was considered inappropriate for candidates to promote themselves. However, today campaigns are marked by heavy self-promotion and media attention, with candidates constantly seeking voter support through various modern strategies.

What was George Washington's attitude toward campaigning?

George Washington believed that if the people wanted him to preside, they should make that decision based on their own judgment. He considered it inappropriate to actively campaign for the presidency.

What is one of the main reasons political campaigns have become more expensive over the years?

One key reason is the increasing length of the election cycle. In contrast to many countries where campaign seasons last only a few weeks, U.S. campaigns stretch on for over a year, contributing significantly to the rising costs.

How has the length of the election season impacted campaigning?

As election seasons have become longer, they have become more expensive. For example, the 2020 U.S. presidential election campaign lasted well over a year, which increased the financial demands on candidates.

What role do consultants play in modern political campaigns?

Modern political campaigns rely heavily on professional consultants, including campaign managers, public relations experts, fundraisers, and social media specialists. These professionals help craft the candidate’s messaging and ensure effective communication with voters.

What is canvassing, and why is it important in modern campaigns?

Canvassing involves a team of paid and volunteer workers who contact voters directly, either by phone or in person, to raise funds and promote the candidate. It remains a vital part of modern campaigns to engage directly with the electorate.

How has social media influenced modern political campaigns?

Social media has had a profound impact on political campaigns. It allows candidates to target specific groups of voters using demographic and psychographic data. This has led to more personalized messaging and better fundraising opportunities, as seen in Barack Obama's 2012 campaign.

What role did Barack Obama’s use of social media play in his 2012 re-election?

Barack Obama's 2012 re-election campaign was significantly influenced by his strategic use of social media. By analyzing user data, his campaign was able to target voters more effectively, resulting in increased donations and support.

What is the largest expense in modern political campaigns?

Advertising, including television ads, billboards, and social media promotions, is by far the largest expense in modern political campaigns. These ads are designed to shape public perception and sway voters.

Why are negative political ads so prevalent in modern campaigns?

Negative political ads are common because they are effective. Despite their often controversial nature, these ads help define opponents in unfavorable terms, aiming to discredit them and influence voters’ opinions.