Schedule
SESSION I
Introductions & Expectations / Talk about objectives of the class
What do you think this class is going to be about?
What do you expect to get out of this class?
Review syllabus and class work flow
Readings & Screenings
Web-site Creation
Class Presentations
Module I The Election Game
SESSION II
Politics – the Art of the Possible
It’s not called lying – it’s called ‘telling the truth in advance’
Read before Class:
Campaigns and Elections American Style: Thurber & Nelson
Chapter 1, pages 1-9 and Chapter 13, Campaigns Matter
The Making of the President -1960: Theodore White
(Chapters 1 – 4)
Screen before Class:
Primary
In Class Discussion:
The Origins and Evolution of Political Campaigns
A Nation in the Center –Centers on the Edge
Parties and Primaries
Gerrymandering
All Politics are Local
Messages, and Media
In Class Screening:
Primary (Selected sections)
SESSION III
Propaganda, Politics, & the Origin of Ideas
In the Beginning there was the Word
Read before Class:
Bernays’ Propaganda
(Introduction through Chapter VI)
Walter Ong: The Tradition of Western Literacy Orality, Literacy, and Media (Ch9)
Ong, Walter. “Orality, Literacy, and Modern Media.
Bruce A. Rosenberg: The Complexity of Oral Tradition http://journal.oraltradition.org/files/articles/2i/7_rosenberg.pdf
McLuhan: The Guttenberg Galaxy: Wikipedia (Opinion Essay)
http://en.wikipedia.org/wiki/The_Gutenberg_Galaxy
In Class Discussion:
Origins of Leadership and the Voicing of (Obvious) Ideas
What we put in – what we leave out – and what people hear
In Class Screening:
http://www.youtube.com/watch?v=6pyyP2chM8k Bernays
http://www.youtube.com/watch?v=s18vu5tCzsc On Bernays
http://www.youtube.com/watch?v=9s9mICgeH18 On Bernays
SESSION IV
Media as the Environment – The Environment as the Media
Read before Class:
Tony Schwartz: The Responsive Chord
Out of Print – but available (used) in paperback from Amazon
Marcel Duchamp: The Creative Act http://www.cathystone.com/Duchamp_Creative%20Act.pdf
Michel de Certeau: Walking in the City
http://soundenvironments.files.wordpress.com/2011/09/decerteau_walking.pdf
http://en.wikipedia.org/wiki/The_Practice_of_Everyday_Life
Skyscraper City
http://www.skyscrapercity.com/showthread.php?t=577343
Maya Lin – Vietnam Memorial http://www.nybooks.com/articles/archives/2000/nov/02/making-the-memorial/?pagination=false
Shepard Fairey: Interview
http://wwinterviewmagazine.com/art/shepard-fairey#
K’Naan: Censoring Myself
In Class Discussion:
Guttenberg & Unintended Consequences
The way things are – not the way you’d like them to be
In Class Screening:
Chrysler (½ time in America) spot
NY Presbyterian Hospital (little girl) spot
GE Appliance Park/Cancer Patients/Jet Engine) Spots
K’Naan Like a Waving Flag (QTV & Coca Cola)
SESSION V
Do you want to be right – or do you want to win?
Read before Class:
Cicero (Quintus- Brother of Marcus) How to Win an Election
(Translated by Philip Freeman) Princeton University Press
Machiavelli’s ‘The Prince’
http://www.online-literature.com/machiavelli/prince/
Saul Alinsky – Rules for Radicals
Vintage Books, Oct 1989
Know Thine Enemy, Noam Cohen, NYT 8/23/09
http://www.nytimes.com/2009/08/23/weekinreview/23alinsky.html
Florence and The Drones, David Brooks , NYT 2-8-13
http://www.nytimes.com/2013/02/08/opinion/brooks-florence-and-the-drones.html
In Class Discussion
The way the world is
(Discussion of Topics for Mid-Term Paper(s)
SESSION VI
“The truth? You can’t handle the truth!”
“I was framed.”
Read before Class:
George Lakoff: don’t think of an elephant
Chelsea Green, Sept 2004
Mabel Berezin: Passionate Politics. Emotions and Social Movements
“Emotions and Political Identity: Mobilizing Affection for the Polity” Chapter Five,
http://www.gpia.info/files/u930/Berezin__Mabel-_Emotions___Political_Identity__Chapter_5.pdf
The Framing Wars, Matt Bai, NYT Magazine 7/17/05
http://www.nytimes.com/2005/07/17/magazine/17DEMOCRATS.html
Breaking up the Echo, Cass Sunstein NYT 9/17/12
http://www.nytimes.com/2012/09/18/opinion/balanced-news-reports-may-only-inflame.html
How to get the Rich to Share the Marbles NYT 2/20/12
http://campaignstops.blogs.nytimes.com/2012/02/20/how-to-get-the-rich-to-share-the-marbles/
Screen before Class:
War Room
In Class Discussion:
Framing the message
Following the Money (Citizens United)
Changing Issues into Values (and Emotions)
Winter Break
Module II Campaign Elements
Session VII October 23, 2011 Mid-Term Paper Due
Branding
Read before Class:
Politics, Products, and Markets: Exploring Political Consumerism Past and Present, W. Lance Bennett. “Branded Political Communication: Lifestyle Politics, Logo Campaigns, and the Rise of Global Citizenship.”http://www.gpia.info/files/u930/Bennett__Lance-_Branded_Political_Communication.pdf
Better (RED)™ Than Dead: ‘Brand Aid’, Celebrities, and the New Frontier of Development Assistance, Lisa Richey & Stefano Ponte (Danish Institute for International Studies – Working Paper no 2006/26)http://www.isn.ethz.ch/isn/Digital-Library/Publications/Detail/?ots591=0c54e3b3-1e9c-be1e-2c24-a6a8c7060233&lng=en&id=23166
Campaign Ad Cash Lures Buyers – Brian Stelter, NYT 7/7/13
Those Earth Friendly Products? – Profit Friendly as Well, NYT 6/12/10 http://www.nytimes.com/2010/06/12/business/energy-environment/12sustain.html
Changing Concepts of Democracy, Michael Schudson, MIT communications forum 3/6/09 http://web.mit.edu/comm-forum/papers/schudson.html
How to Win in Washington– Mark Leibovich NYT 7/4/13
The Permanent Campaign and It’s Future
Chapter 7 – The Never Ending Story & Chapter 8 – Lessons from Clinton
In Class Discussion:
A Never Ending – Self Centered – Self Interest – Story
Session VIII
The Political Consultant & Campaign Strategist
Who’s in charge, here?
Read before Class:
Campaigns and Elections American Style:Thurber & Nelson
Chapter 2 Creating a Winning Campaign Strategy
The Selling of the President, Joe McGinniss
New York: Simon & Schuster, 1969 / New York: Penguin Books, 1988
Screen before Class:
Our Brand is Crises
Ides of March
In Class Discussion:
Elections are Always about the Future
Guest Lecture Consultant / Political Strategist
Session IX
The Candidate
The Prose of Policy & the Poetry of Politics
Read before Class:
Campaigns and Elections American Style:Thurber & Nelson
Chapter 13 Campaigns Matter
Victory Lab Sasha Isenberg
Beginning through Chapter ??? (aprox)
Is Eloquence Overrated, Peter Applebome, NYT 1/13/08
http://www.nytimes.com/2008/01/13/weekinreview/13applebome.html
The Rise of PopularismThomas Friedman NYT
http://www.nytimes.com/2012/06/24/opinion/sunday/friedman-the-rise-of-popularism.html
Screen before Class:
Robert Redford, in Michael Ritchie’s: “The Candidate”
In Class Discussion:
The Role of the Candidate
Messages and Money
What you said – What they heard
Guest Lecture Candidate
Session X Mid Term (Review) Paper Due
Survey Research & Polling
Polls don’t tell you who will win. Polls tell you how to win.
Read before Class:
Campaigns and Elections American Style:Thurber & Nelson:
Chapter 3 – The use of Survey Research in Campaigns
Victory Lab: Sasha Isenberg
Continue through Chapter ??? (aprox)
Polls Predicted a Bloomberg Blowout, Sam Roberts, NYT 11/14/09
http://www.nytimes.com/2009/11/14/nyregion/14polls.html
Five Thirty Eight: Why Obama may be Stronger than his Approval RatingsNate Silver NYT 7/13/12
Online Data Helping Campaigns: Tanzina Vega NYT 2/20/12
Political Scientist are Lousy Forecasters:Jacqueline Stevens NYT 6/24/12
In Class Discussion:
Issues and Values (No one ever changes their mind)
Predictions and Predilections
Guest Lecture Research / Message Development
Session XI Mid Term (Campaign Plan) Paper Due
Management, Organization, and the “Field”
Boots on the Ground
Small fish – (in large pools)
The Tipping Point Malcom Gladwell, Boston: Little, Brown, 2000
Introduction and Chapters 1 and 2 (Pages 3 –89)
Victory Lab : Sasha Isenberg
Complete Book
Campaigns and Elections American Style:Thurber & Nelson:
Chapter 8 Fieldwork in Contemporary Election Campaigns
In Class Discussion
The Ground Game
Trench Warfare – Door to Door
Technical Warfare – Finding the Look Alike(s)
Getting out the vote – or Not?
Module III Crafting the Campaign
Session XII & XIII
Targeting the campaign
Right Message – Right Media
Earned (Free) Media, Paid Media
News Media, New Media, Social Media
Media Activism (‘Occupy Wall Street; Occupy Media’)
Read before Class
The Revolution Will Not Be Televised: Joe Trippi, Democracy, The Internet, and the Overthrow of Everything. New York: HarperCollins Publishers, 2004 (read at least the first half)
Networks of Outrage and Hope: Castells
Opening; Occupy Wall Street; Changing the World (Pages 1- 19 & 156 – 243)
Social Media as Social Index, Jon Gertner, NYT Magazine 12/19/10
http://www.nytimes.com/interactive/2010/12/19/magazine/ideas2010.html –
In Singapore, Political Campaigning Goes Viral, Seth Mydans, NYT 5/6/11
http://www.nytimes.com/2011/05/06/world/asia/06iht-singapore06.html
Push Comes to Shove “Technology helps ignite change”, Scott Shane, NYT 1/30/11
http://www.nytimes.com/2011/01/30/weekinreview/30shane.html?scp=61&sq=&st=nyt
On Al Jazeera, a Revolution Televised, Robert F. Worth, NYT 01/29/11
http://www.nytimes.com/2011/01/29/world/middleeast/29jazeera.html
Movement Began with Outrage, Jennifer Preston, NYT 2/6/11
http://www.nytimes.com/2011/02/06/world/middleeast/06face.html?pagewanted=all
In China, Political Outsiders Turn to Microblog Campaigns, S. LaFraniere, NYT 11/1/11 http://www.nytimes.com/2011/11/01/world/asia/political-outsiders-turn-to-microblog-campaigns-in-china.html?pagewanted=all
Pew Media Study Shows Reliance on Many Outlets, Brian Stelter, NYT 9/26/11 http://www.nytimes.com/2011/09/26/business/media/pew-media-study-shows-reliance-on-many-outlets.html
When Media’s Decision in the Face of Events is to Say Nothing, Will Storey, NYT 12/23/12 http://www.nytimes.com/2012/12/24/business/media/news-blackouts-for-security-or-serenity.html
Look and then Look Again,Bill Marsh NYT 8/23/09 http://www.nytimes.com/2009/08/23/weekinreview/23marsh.html
Ballads Born of Conflict Still Thrive in Colombia, Simon Romero, NYT 9/5/10 http://www.nytimes.com/2010/09/05/world/americas/05colombia.html
Hamas Shifts from Rockets to Culture War, Ethan Bronner NYT 7/24/09 http://www.nytimes.com/2009/07/24/world/middleeast/24gaza.html
On TV, An Afghan Unit Challenges Tradition, Rod Nordland NYT 11/21/10 http://www.nytimes.com/2010/11/21/world/asia/21kabul.html?pagewanted=all
Iranian Opposition Leader Announces,Robert Worth NYT http://www.nytimes.com/2009/08/16/world/middleeast/16iran.html
US Turns to Radio,Thom Shanker NYT http://www.nytimes.com/2009/08/16/world/asia/16policy.html
The Lede: How the Kony Video Went Viral, J. David Goodman & Jennifer Preston NYT 3/9/12 http://thelede.blogs.nytimes.com/2012/03/09/how-the-kony-video-went-viral/
When the Internet Thinks it Knows You, Eli Pariser, NYT 5/22/11
Are you Following a Bot, Andy Isaacson, The Atlantic 5/11
http://www.theatlantic.com/magazine/archive/2011/05/are-you-following-a-bot/8448/
Screen before Class
No
In Class Discussion:
If it’s on TV, it must be true
Documentary – and Documentary Style
“At the crossroads of the future stand a thousand guardians of the past”
Session XIV
Final Conclusions
Final Presentations
Fundamentals of Political Strategy & Campaign Management 
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