Central to any campaign is the candidate’s message about why people should vote for him or her. Candidates and their campaign managers create messages on the basis of their theories about how different groups of citizens will respond to the message. At the same time, campaign slogans and messages are often chosen opportunistically, based on the vulnerabilities or strengths of the candidate and his or her opponent (see Getting Out the Message, pp. 530-534). As this article points out, Mitt Romney’s message about his entrepreneurial leadership ability to turn the economy around, has also given opponents the opportunity to criticize him about his record of laying off workers during his time working at Bain Capital. Romney’s argument that he is best suited for the presidency because of his business background has invited his opponents to rebut that argument and to emphasize their own credentials in other areas (see Negative Campaigning, pp. 534-535).
Filed under: 11. Voting, Campaigns, and Elections | Leave a Comment »