John P. McHale

Bush versus Kerry analyzes the 2004 presidential campaign using the functional theory of political campaign communication. After an introduction and explication of political campaign communication theory, chapters investigate the content of candidate messages - for example, television spots, debates, webpages, and acceptance addresses - and media coverage of the campaign.

Campaign 2000 applies the functional theory of political campaign discourse—analyzing how messages acclaim, attack, or defend—to several different forms of campaign communication in the 2000 U. S. presidential primary and general election. These forms include political advertisements on television and radio, debates, television talk show appearances, campaign web pages, and convention speeches by candidates and their spouses. The authors also look at the election outcomes and explore lessons to apply to future campaign discourse.

Campaign 2000 applies the functional theory of political campaign discourse—analyzing how messages acclaim, attack, or defend—to several different forms of campaign communication in the 2000 U. S. presidential primary and general election. These forms include political advertisements on television and radio, debates, television talk show appearances, campaign web pages, and convention speeches by candidates and their spouses. The authors also look at the election outcomes and explore lessons to apply to future campaign discourse.