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The Election Process
Module 6.1: Campaigns
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Targeting Methods of Campaigns
• The “Shotgun”– Targets a broad segment of the public – Used to increase salience through “area effect”– Nationwide campaigns
• The “Rifle”– Targets a specific segment of the public– Demographic cleavages– Socioeconomic cleavages– Key Congressional districts
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Campaigns common to all interests
• Publicity– Media exposure– Managed coverage– Positive public image– Negative public image of opposition
• Fundraising– Personal Contributions– Interest Group Contributions– The “War Chest”
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Campaign as Product
• "A product is something that is molded, produced, thought out and set out before the person: 'We have made this for you, we think this will help.' Jim Durfee, Advertising Executive, Carl Ally Agency.
• Question for Discussion: How does this apply to candidacies and campaigns?
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What makes a candidacy different?
• Five facets of an election campaign– Media– Fundraising– Personal image– Primary election– General election
• A successful candidacy usually depends on strengths in all five areas
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Another Look at Campaigns: The 4 M’s
• Message– Substance– Modes of communication
• Media– Managed coverage– Paid advertisement
• Machine– Paid staff – Volunteers & supporters– endorsements
• Money– Candidate contributions– Individual contributions– Interest Group contributions
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A Typical Election Campaign
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Campaign Finance
• How to raise money for election campaigns– Most candidates spend > ¼ of campaign raising $
• Four ways to fund a campaign:– Candidate contributions
• The candidate pays “out of pocket”
– Individual Contributions• Supporters donate money
– PAC Contributions• Political Action Committees raise funds for the campaign
– Public Funding• Tax dollars• Qualifying parties and candidates eligible for “matching funds”
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Questions for Discussion
• Should there be a limit to how much $ any one candidate can pay out of pocket for his own campaign?
• Should there be a limit to how much $ any one person can give to a campaign?
• Should there be a limit to how much $ any organized group can give to a campaign?
• Should election campaigns be publicly funded?
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Timeline of campaign regulation
• 1867: Naval Appropriations Bill – limits fundraising by naval officers
• 1883: Pendleton Act – limits fundraising by all civil service employees
• 1905: T. Roosevelt’s State of the Union Address– proposes public financing and ending corporate contributions
• 1907: Tillman Act – prohibits corporate contributions, but is rendered unenforceable
• 1910: Federal Corrupt Practices Act – establishes disclosure requirements for House Candidates– 1911 amendment extends to Senate Candidates– 1925 revision establishes limits to campaign funding, but is largely
ignored– Remains until 1971
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Timeline of campaign regulation
• 1940: Amended Hatch Act– Sets individual contribution limit to $5K– Loopholes allow multiple committees for single
candidates• 1943: Smith-Connally Act
– Limits Labor Union contributions– Unions used dues to fund campaigns in 1936
• 1944: 1st PAC formed– PACs solicit voluntary contributions
• 1947: Taft-Hartley Act– Makes Hatch and Smith-Connally limits permanent
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Timeline of campaign regulation• 1967: 1st House Campaign Finance Reports
– Law on the books since 1925• 1971: Federal Election Campaign Act
– Repeals Corrupt Practices Act– Establishes new regulatory framework
• 1971: Revenue Act– Establishes public funding stream for Presidential Election Campaigns
• 1974: FECA revised– Sets $1000 per camp/25 camp max limit on individual contributions– Sets $5000 per camp limit on PACs– Limits “Out of pocket” contributions to one’s own campaign– Limits “Independent Expenditures” to $1000 per camp– Ended ban on contributions from government employees– Ended limits on campaign ads– Creates Federal Election Commission
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Timeline of campaign regulation
• 1976: Buckley v. Valeo– Challenges FECA as violations of Free Speech– SCotUS upholds
• disclosure requirements• Individual limits• Voluntary public funding• FEC
– SCotUS strikes down• “out of pocket” limits• independent expenditure limits
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Timeline of campaign regulation
• 1976: FECA revised to conform to Buckley v. Valeo– Sets $20,000 limit on individual contributions to
parties– Sets $5000 limit in individual contributions to PACs
• 1979: FECA revised (Again!)– Sets $1000 limit on “in-kind” contributions– Raises minimum amount for reporting to FEC– Prohibits FEC from conducting random audits
• 1979: Loophole in FECA– FECA silent on individual and PAC contributions to
parties (‘soft money’)
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Timeline of campaign regulation
• 2002: Bipartisan Campaign Reform Act– Sets higher limits
• Individual contributions ($2000)• PAC contributions ($10,000)
– Sets limit to ‘soft money’ contributions– Addresses independent expenditures loophole
• Previous legislation silent on independent advertising• BCRA seeks to regulate “Issue Ads”• “Stand by Your Ad”
• Since 2002, States have gone beyond BCRA in efforts to regulate campaign funding