Earned Media and the Role of Finance in the 2024 Presidential Campaigns
Does Money Matter?
Format:Hardback
Publisher:Bloomsbury Publishing PLC
Publishing:7th Jan '27
£90.00
This title is due to be published on 7th January, and will be despatched as soon as possible.
Cayce Myers reconsiders the relationship between campaign finance and success in the United States by analyzing both the strengths and limitations of the role funds play in our current political and media landscapes.
Cayce Myers examines one of the most unusual presidential elections in the history of U.S. politics as a case study of what funds alone cannot achieve.
Rethinking precedent in the context of modern campaign tactics, Myers demonstrates the shifting nature of political campaigning and the media in the 2020s. Although candidates have traditionally prioritized funding, the 2024 U.S. presidential election upended existing strategic norms as Kamala Harris conceded despite both outraising and outspending Donald Trump.
As Trump’s campaign found success in emphasizing alternative media outlets such as podcasts and leveraging unscripted, viral moments, the growing power of earned media and importance of dominating the media narrative now present a significant challenge to longstanding campaign approaches.
With these “new rules” now in play, Myers provides an updated account of the current political reality of government and campaigning in the United States.
To reach voters in today’s fragmented media environment, earned media is essential – traditional advertising is no longer enough. Through a detailed analysis of the 2024 presidential election, Myers examines the connections between fundraising, earned vs. paid media, and candidate messaging strategies, highlighting how these new rules for campaign finance will impact future races. This is a must-read for anyone who wants to understand modern political communication. * Lisa M. Burns, Professor of Media Studies, Quinnipiac University, USA *
In this book Dr. Myers identifies four new campaign rules after diving deeply into the presidential campaigns of 2024. In particular, he gives attention to the leveraging of modern earned media, an area that has often been overlooked in previous political communication analysis. The traditional concepts of campaign finance and media use have changed significantly because of the fragmentation of the media landscape, which means that political campaigns must now look for new ways to reach potential voters. This book provides a good look at how the Trump and Harris campaigns navigated that landscape and gives insight into the new communication pathways being utilized by savvy political strategists. * Melissa Smith, Professor and Gibbons Chair of Journalism of the Department of Communication, Mississippi University for Women, USA *
This important book puts the Citizens United v FEC and the 2024 presidential election in perspective. Author Cayce Myers describes the recent changes in election financing were more complex than originally thought. In particular, the examining of paid and earned media. He did a masterful job of analyzing the roles of political public relations, a changing media landscape and an evolving model of communication. The book provides a significant foundation for future understanding about media and politics in the future elections. * Kimberly Voss, Professor, University of Central Florida, USA *
ISBN: 9781666978773
Dimensions: unknown
Weight: unknown
280 pages