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The Federal Election Campaign Act of 1974, although modified by the Supreme Court, set the tone for campaign spending in the 1976 elections. The original limitations of the act caused candidates and their managers to design campaigns within the spending ceiling. Presidential campaigns receive the most attention from the press but actually are atypical. The best campaigns being conducted in the United States today are for senator and governor. Candidates in these contests do not receive the heavy concentration of publicity that presidential candidates get, and thus are much more dependent upon electronic media to get their message to the voters. Defining the candidate's message is one of the most difficult decisions in structur ing a campaign. Paid electronic advertising permits a candi date to communicate his message directly to the voter without filtering it through a news editor. Despite criticisms, the 30-second and 60-second television spots are the best means available to reach the voters. Television production costs vary little from state to state, but the cost of time varies considerably. Radio can have an important impact on the electorate, but frequently its importance in politics is underestimated.

The use of social media has been expanding rapidly that it recently overwhelmed not only players in Indonesian electoral and political scenes but also general public. While previous studies appeared to put an emphasis on the technological forces (that is, the social media), the political forces (the political parties, politicians or candidates) or cultural forces (the voters or social media users) alone to understand the development, this article argues that the use of social media in electoral campaigning requires mediation by economic forces as represented by the political campaign industry. Based on a series of in-depth interviews with key politicians, campaigners, social media users and media people, the involvement of the political campaign industry in the commodification of social media is found. Such a commodification has resulted in the emergence of buzzing, social media users mobilization and social media monitoring.

Broken down into sections that examine new media strategy from the highest echelons of campaign management all the way down to passive citizen engagement with campaign issues in places like online comment forums, the book ultimately reveals that political messaging in today's diverse new media landscape is a fragile, unpredictable, and sometimes futile process. The result is a collection that both interprets important historical data from a watershed campaign season and also explains myriad approaches to political campaign media scholarship.

Before 1960, communication researchers studying the effects of the mass media in their laboratories, were disappointed by the contradictory findings & their inability to replicate them in natural, uncontrolled surroundings. A reversal of their model, so that it is not the communicator but the audience that decides on the messages that are received, resulted in greater consistency in research findings. The new "uses & gratifications" or "information-seeking" theory requires distinguishing between the informational & persuasive role of communication. The mass media are generally unsuccessful in persuading; however, they not only are eminently successful in informing, but on many topics & for most people they are also the sole source of information. This is the underlying principle of the agenda-setting model that is being used in much current research on the effects of mass communication. The mass media not only tell people what to think about, but they are a powerful determinant of the relative importance of the issues they choose to discuss. In this regard, newspapers appear to have an edge over TV. Modified HA.

Choice Outstanding Academic Title of 2016From the presidential race to the battle for the office of New York City mayor, American political candidates' approach to new media strategy is increasingly what makes or breaks their campaign. Targeted outreach on Facebook and Twitter, placement of a well-timed viral ad, and the ability to roll with the memes, flame wars, and downvotes that might spring from ordinary citizens' engagement with the issues—these skills are heralded as crucial for anyone hoping to get their views heard in a chaotic election cycle. But just how effective are the kinds of media strategies that American politicians employ? And what effect, if any, do citizen-created political media have on the tide of public opinion? In Controlling the Message, Farrar-Myers and Vaughn curate a series of case studies that use real-time original research from the 2012 election season to explore how politicians and ordinary citizens use and consume new media during political campaigns. Broken down into sections that examine new media strategy from the highest echelons of campaign management all the way down to passive citizen engagement with campaign issues in places like online comment forums, the book ultimately reveals that political messaging in today's diverse new media landscape is a fragile, unpredictable, and sometimes futile process. The result is a collection that both interprets important historical data from a watershed campaign season and also explains myriad approaches to political campaign media scholarship—an ideal volume for students, scholars, and political analysts alike