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Longman / Prentice Hall

Political Science

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Presidential Campaign Quality: Incentives and Reform
Bruce Buchanan, Ph.D.University of Texas at Austin

ISBN-10: 0131841408
ISBN-13:  9780131841406

Publisher:  Longman
Copyright:  2004
Format:  Paper; 160 pp
Published:  09/18/2003
Status: Instock



For courses in The Presidency, Electoral Politics, Voting Behavior, and Intro to American Government.

This text uses case stories, facts, statistics, and logic to argue that presidential campaigns can better serve ordinary citizens than they do now. It explains and then helps resolve a stubborn political paradox—showing what is wrong and suggesting how to fix it.

  • Unique treatment of subject matter—Advocates political reform based on greater citizen involvement.
    • Introduces students to a plan of action and engages them as part of the process. Helps instructors by sparking student interest and debate.

  • Research-based content—Features the author's original research and up-to-date summaries of research by others on all relevant topics.
    • Translates cutting edge material into a readable and useful presentation, while ensuring that students are exposed to the latest research. Gives instructors a valuable pedagogical tool, and offers them a compilation of facts and theory relevant to their professional specialties.

  • Focused coverage throughout—Features an introduction and several chapters that describe the paradox, assess the incentive system, and examine campaign cases; concludes with a reform proposal.
    • Helps students make sense of, evaluate, and improve the process.

  • Analysis of the 1960 Kennedy-Nixon contest and the 1992 Clinton-Bush-Perot confrontation.
    • Examines why substantive policy debates were followed by increases in voter turnout.

  • Evidence-based argument for the importance of consistent “campaign quality.”
    • Shows students how voter participation and campaign policy focus contribute to the success of the government.

  • An emphasis on civic duty.
    • Helps instill in students—and young voters—a compelling motivation to show up at the polls—and improve government.



1. The Problem: Democracy's Incentive System.


2. Quality from Crisis: The 1960 and 1992 Campaigns.


3. Status Quo Politics: The 1988 and 1996 Campaigns.


4. Why Quality Matters.


5. Beyond Mandates: The Policy Signal.


6. Voter Leverage: The Credible Threat.


7. Civic Duty: A Strategy for Change.

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