Election 2004:
Campaigns and the Media

A Web Quest for 12th Grade (AP U.S. Government)
Designed by Marie Livingston

Introduction | Task | Process | Evaluation | Conclusion | Credits

Introduction

In 1968, presidential candidate Richard Nixon was sitting in the office of Roger Ailes, a producer on The Mike Douglas Show, before a taping of the program. Nixon remarked, "It's too bad a guy has to rely on a gimmick like television to get elected." Ailes responded, "Television is no gimmick, and nobody will ever be elected to major office again without presenting themselves well on it."

The Presidential election of 2004 is fast approaching.  With only one month left the Democratic challenger to George Bush is facing an uphill battle.  The President's approval ratings are still high and the war with Iraq is progressing in our favor.  Some recent setbacks on domestic issues, especially the economy, have been brought to the attention of the voters by the media.  

Your team will function as advisors to the Democratic Presidential candidate. In this last month of the campaign it will be important to attract the attention of both undecided voters and members of your own party.  Judicious use of the media will be extremely important as you enter the final days of the campaign.

Introduction | Task | Process | Evaluation | Conclusion | Credits

The task before your group is to create a plan of action to use the media to influence the voters, and reawaken partisan loyalties within your own party.  To do this, you will plan a media blitz in the final days of the campaign.  This will include:

• A planned public appearance to give your candidate visibility in the final days of the campaign.
• A new campaign commercial to catch the interest of undecided voters. (Videotaped)
• A "get out the vote" mailer to send to party regulars to be sure they vote on election day.

Introduction | Task | Process | Evaluation | Conclusion | Credits

1.  The first step will be to assign roles to each of the members of your team. You will need to fill several key positions.

Campaign manager-This person directs the overall campaign.  He/She would decide what the focus of the final month should be.  Which public appearances would offer the best exposure for this candidate?  All materials would be subject to their review.  They will also take an active part in the production of materials to promote the candidate

Media advisor-  This person would direct the production of "spots" for the candidate.  They would also be responsible for shaping the public image of the candidate, and directing them towards the most advantageous media exposure opportunities. 

Legal Counsel-  How far can the campaign go?  This would be the person to answer that question.  This person would be responsible for reviewing and editing the campaign materials for content.  Are the advertisements and print media within the boundaries set by the law?

Campaign Volunteer-  The people who volunteer to work with a campaign are the worker bees.  They would be responsible for working the community for support for the candidate.  In addition, they would help to create and distribute materials supporting their candidate in order to help "get out the vote."

2.  The second step will be to research earlier successful campaigns to see the best of what they have created.  You will be using two websites in order to examine the media and election history needed to accomplish your tasks.  Record the information you find on the "Campaign Planning Sheet".  Click HERE to access planning sheet.  (Immediately click file, save as...to save as your own document)

www.ammi.org/livingroomcandidate/ will offer information regarding the use of media in presidential elections.  You can use this site to view commercials from elections going back to the 1950's divided by year or type of ad. View at least three advertisements. Which ads seem to be the most effective?

www.nytimes.com/learning/general/specials/elections    This site offers historical information about elections going all the way back!    Examine three recent elections. (Since 1960) Look at the division of votes, information about the issues, and the winners in each contest.  How did they win, and what will you need to do to achieve that same success?

3.  The third step will be to examine the results from the last election.  You will want to target this last minute push in the states that will offer you the strongest chance of winning important electoral college votes.  Examine the election returns for the states.  Which states, with the most electoral votes, showed the closest split between the candidates.  Where could you overturn Bush's success in the last election and make these electoral votes your own?

http://www.uselectionatlas.org/USPRESIDENT/GENERAL/pe2000data.html

4.  Once the research is completed, your final task begins.  You will now plan and create the media blitz for your candidate.  Utilize the directions and public appearance planning sheet.  (Again, click file, save as....)

A.  Plan a public appearance. Choose the state where you will locate your public appearance.  Will it be designed to appeal to the voters from your party, or independent voters?  What type of media coverage will you invite to the appearance?  How will it illustrate your candidates viewpoints on the issues that are most important to the voters? Write a plan for the appearance that addresses all of these questions.  Use the given in class to address these questions.

B.  Create and record a commercial for your candidate. The commercial must illustrate clearly one of the techniques used in political advertisements.  The commercial should be videotaped. The tape should be submitted with the plan for the public appearance and the pamphlet for your party members.

C.  Create a pamphlet to mail designed to appeal to the members of your own party.  If you need to examine the viewpoints of the party refer to the website for the Democratic National Committee. http://www.democrats.org/  This mailer should be designed motivate the voters in your own party to get out and vote.  Remember to include the ideas that your candidate believes in most strongly. 

Introduction | Task | Process | Evaluation | Conclusion | Credits

Each component of this project will be evaluated separately.  The grades will be assigned to each group.  Each component will be worth 25 points.  

Note to AACPS teachers: This web quest addresses the following Social Studies core learning goal:  6.7.12.3 Analyze the roles of political parties, campaigns, and elections in United States politics, including the importance of the nominating process, campaign finance and advertising, and the Electoral College
(G 1.1.2)

	Beginning 0-10	Developing 15	Accomplished 20	Exemplary 25	Score
Plan for public appearance	Content is incomplete and incorrect. Some required elements are addressed. Choice of location/venue shows no understanding.	Content is incomplete with few interfering misconceptions. Most required elements are addressed. Choice of location/venue shows minimal understanding	Content is accurate and complete with few/no misconceptions. All required elements are addressed. Choice of location/venue shows understanding.	Content is accurate and complete, no misconceptions. All required elements are addressed thoroughly Choice of location/venue shows understanding and insight
Video: Campaign commercial	Product shows minimal quality Content is unprofessional or inappropriate Overall ideas/production detract from message and show lack of understanding	Product quality is adequate Content is appropriate  Overall ideas/product show minimal effort and basic levels of understanding	Product quality is above average Content is appropriate and appealing Overall ideas/product show understanding and adequate effort	Product quality is outstanding Content is appropriate, appealing, and shows application of knowledge Overall ideas/product shows both understanding and insight
Pamphlet/mailer	Layout choice is ineffective. Design is unprofessional and confusing. Graphics are inappropriate and detract from design.	Layout choice neither adds nor detracts from presentation. Design is somewhat disorganized and amateur. Graphics are appropriate and neither add nor detract from the design. i	Layout choice provides an effective presentation. Design is mostly organized and professional. Graphics somewhat enhance the design.	Layout choice provides an outstanding presentation. Design is professional and organized. Graphics are used effectively and enhance design.
Group Dynamics	Group is dysfunctional. No ideas were welcomed. No work completed by deadline. Work quality is poor.	Group functions with several disturbances and imbalanced distribution of work. Some ideas were welcomed. Minimal work completed by deadline. Work quality is acceptable.	Group functions with few disturbances and somewhat equitably. Ideas were mostly welcomed. Most work completed by deadlines. Work quality is above average	Group functions efficiently and equitably. All ideas were welcomed. All work completed by deadline. All work high quality.

Introduction | Task | Process | Evaluation | Conclusion | Credits

The purpose of this activity is to ask you to consider what it might be like to put together the elements of a Presidential campaign.  While this simulation is only a miniature picture of the entire process, it should give you an idea about what difficulties face those who must create the elements of a successful campaign.

May the best candidate win!!!!

Introduction | Task | Process | Evaluation | Conclusion | Credits

Many thanks to Kim Champagne, Kim Jakovics, and Lisa Kissinger for the opportunity and assistance given in the creation of this web quest.

References:

Internet Resources

www.ammi.org/livingroomcandidate/

http://www.uselectionatlas.org/USPRESIDENT/GENERAL/pe2000data.html

http://www.democrats.org/ 

www.nytimes.com/learning/general/specials/elections 

Books and other media

James Q. Wilson and John J.DiIulio, American Government, Houghton Mifflin Company, New York, 2001.

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