Communication In The Presidential Primaries

In a comparison of communication in the U.S. presidential primaries of the twentieth century, Kendall examines the role of the candidates and the media during the period of primary elections. Drawing upon information from a broad array of sources, Kendall uncovers communication patterns that transcend time regarding political image, horse race coverage, and negative campaigning. She takes a strong communication perspective, arguing that the verbal context of the presidential primaries is an important factor overlooked in traditional studies.

Topics covered include the effect of party rules on communication, the role of speeches and debates, the role of political advertising, and the media's construction of the primaries in the pre- television era and the age of television. Kendall examines the 1996 primaries in light of patterns discovered in earlier years, and she makes predictions and recommendations regarding the 2000 primaries. With its century-wide scope and the variety of research methods used, the book will be of considerable value to researchers, scholars, journalists and students involved with political communication and American presidential elections.

Compares communication approaches in presidential primaries in the twentieth century.

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Kendall (communication, State U. of New York-Albany) examines and compares the nature of communication in presidential primaries from 1912 through 1996, focusing on five primary years at 20-year intervals: 1912, 1932, 1952, 1972, and 1992. Themes addressed include the effect of communication on the changing rules about primaries and the variable role of political parties; candidate speeches and debates; the use of paid advertising; the role of the mass media in the pre- and post-television ages; findings of the 1912-1992 period, compared with the experience of the 1996 primaries; and conclusions, projections, and recommendations. Annotation c. Book News, Inc., Portland, OR (booknews.com)

KATHLEEN E. KENDALL is Associate Professor and Graduate Director in the Department of Communication, University at Albany, State University of New York.