Attack - presenting negative information about an opponent
Contrast - comparing a candidate with his/her opponent to show
an advantage over the opponent.
Free
Media
News coverage of campaing events and activities
Campaign review coverage - reports and commentary on strategy,
execution, issue positioning, the "horse-race," etc.)
Free air time - time made available to candidates at no charge
Using
the Media in Campaigns (note similarity to product advertising)
Creating an Image
Targeting "segments" (see II pp. 285-286)
Building Identification - positive valance
Gaining "participaton
Regulation of Campaign Media (and Finance)
The First Amendment protects
communication generally [ including literary, artistic,
political and scientific messages -- material of "social value")
and is particularly protective of political communication.
Key elements of 1st Amendment protections:
1A
limits government intervention/censorship and control
only.
When government is permitted (as determined by SCOTUS) to
regulate communication, it must be content neutral.
candidates and office holders are protected (mostly) from
defamation suits.
Some regulation (e.g. coordination), as long as it is content
neutral and fair to all, may be permitted if it's purpose to
advance legitimate social interests.
Governments can regulate and limit political communication by
corporations and similar collectives (currently), but not
individual candidates.
Censorship of Political Messages is not allowed (note the
Clinton Movie case) although identification is required
Equal time and equal access is required -- at lowest
prevailing rate.
but equal time and access rules do not apply to bona fide
news coverage
Campaing finance limits allow restrictions on contributions to
candidates and PACs (see McCain-Feingold on II p. 294) and
but give greater lattitude to 527s
Issue advocacy by independent groups is relatively unregulated
(no express advocacy of a candidate, e.g. "Vote for Smith.")
BUT access is not required of stations.