Changing Campaign Methods and Political Party Response in American Federal Elections

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  • アメリカの連邦公職選挙における選挙運動手段の変化と政党の対応
  • アメリカ ノ レンポウ コウショク センキョ ニ オケル センキョ ウンドウ シュダン ノ ヘンカ ト セイトウ ノ タイオウ

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Abstract

The purpose of the study is to analyze the changing patterns of election-party organization relations in the American federal elections and to throw lights on their special traits. In the American federal elections, up to the 1950s when voter mobilization had been based on the fixed human relations in the precincts, the party organizations had successfully controlled the election campaigns. In the 1960s, when TV had been used in the election campaign, the national party chairmen had been replaced by media specialists in managing the national party conventions and in making campaign strategy. Since the 1970s when the new techniques such as opinion poll, media advertisement, and direct mail were developed and the campaign consultants appeared, candidates formed their own campaign organizations, and as a result, the party organizations were pushed to the periphery of the campaign process. Although in the1980s the national party organizations returned back to the main stage of campaign by collecting large amount of money, in the 2000s candidates tried to use the internet to reach voters directly. In sum, the party organizations have lost much of their important role in the election campaign in the process which they have responded to the new campaign techniques.

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