The new politics meets the old rhetoric: New directions in campaign communication research
- 1 February 1972
- journal article
- research article
- Published by Taylor & Francis in Quarterly Journal of Speech
- Vol. 58 (1) , 31-40
- https://doi.org/10.1080/00335637209383098
Abstract
Because of conceptual and methodological limitations, studies of campaign speaking and of voting behavior have failed to confront the issues raised by the innovative communication methods of the “new politics.” To overcome these limitations, researchers should employ an expansionistic view of campaign rhetoric, adopt a functional perspective in analyzing specimens of campaign communication and strategy, and draw their critical standards for evaluation from the voters themselves.Keywords
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