A Study of Voters' Responses to the Campaign Methods Used in the Todd-Brown Congressional Race of Fall, 1966: Advice to a Candidate
Christianson, Linda Carol
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During the course of the Congressional campaign last fall, many people questioned the influential validity of various campaign methods. Does traditional campaigning have any affect on the voter? Do voters read the mail that they receive? Is there any significant change in voting behavior as the result of continual confrontation with various mass news media? Do political advertisements on the radio, television , and in the newspapers cause any voter reaction? Can partisan voters be conned into splitting their ticket? By working with the Todd staff and volunteers fran mid-August through the election, I became aware of the tremendous amounts of energy, ideas, labor, and money involved in congressional campaigning. The idea of some type of campaign follow- up was mentioned, and I agreed to take on the project. Our purpose was to evaluate the campaign in the perspective of the voters. I soon learned that little published material on voters' reactions could be found. General studies and commentaries are available, such as Politics 1964 by Carney and Way, The American Voter by Campbell and others, and Politics and Voters by Bone and Ranney. Any research done to discover the usefulness of various methods has been securely hidden. Theories abound, but research is limited. The form of this project grew from several long evenings of d1scussion within the Todd staff. These talks forced us to decide what we wished to determine. We were interested in what influences the voter, in the role played by issues. The general questions were developed from this need. A questionnaire was prepared to discover influences and possibly the roles of issues. The questions were partially constructed in an open-end manner, so that the voter could tell us as much as he wished, and partially in a specific one-word answer manner.If you are not a current K College student, faculty, or staff member, email email@example.com to request access to this SIP.