NYU DC POL-UA 9994 DC1 Campaign Strategy and Media in Domestic and International Campaigns

Spring 2019

Instructor Information ● Tad Devine ● Devine Mulvey Longabaugh, Inc. The M.A. Winter Building 1436 U St NW Suite 401 Washington, DC 20009 ● e-mail: [email protected] ● (o): 202-337-9600 | (c): 202-441-8893 ● Office Hours: Immediately after class. Location TBD ● Additional office meetings can be arranged at Mr. Devine’s Office

Course Information  Wednesdays: 9AM – 12PM Room location: B109

Course Overview and Goals The goal of this course is to understand the factors that shape campaign strategy and how campaigns influence and persuade voters through advertising, speeches, debates and social media. The course will combine theory and practice, and will examine case studies from both domestic and international campaigns. Through presentations and a multi-media framework, we will review campaign strategy and media in practice and the key factors and events that are part of a successful campaign that moves voters.

The format of the course will be multi-dimensional including lectures, discussions, interactive activities, a documentary film, television commercials, insider campaign video, social media video, and other media sources. The instructor will use a keynote presentation format to lead

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and inform class discussion.

Additionally, this course will focus on the following areas:

● The integration of research and strategy ● The creative process of television and on-line ad production ● Campaign message development ● Debates and major set piece events like speeches and press interviews ● Understanding and mobilizing voters ● The nexus between money and strategy in politics ● Technology and how it has shaped strategic decision-making ● The future of strategic decision making in political campaigns

Upon Completion of this Course, students will be able to: ● Increased understanding of the way campaigns work, develop strategy and produce media ● The ability to write and present a thoughtful strategy and comprehensive campaign plan ● A preliminary understanding of how campaigns operate in foreign countries ● Basic insights on how research is used by campaigns and how events like debates, speeches and press interviews impact voters ● The development of critical thinking about campaigns especially in the context of media and strategy

Course Requirements

Assessment Components Each student is required to complete three written assignments and to attend class and participate in class discussions. The first written assignment is a 2 to 3 page outline of the strategy in a memo which is ungraded. The second assignment is a 15-page campaign strategy memo. The strategy memo should set forth the basic strategy for a campaign (for US Senate, House, statewide, local office, or a foreign campaign), chosen by the student and approved by the instructor, which is occurring in the 2020 election cycle.

The final paper is a written campaign plan. The plan should be at least 25 pages in length if it is a traditional narrative memorandum and can be longer, including charts and graphs. The plan will be written for the same campaign chosen by the student as the topic of the mid-term strategy memo.

The campaign plan can be presented in memorandum form or as a PowerPoint/Keynote presentation. The PowerPoint/Keynote plan will need to be longer that 25 pages of slides. The length can be discussed with the instructor.

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Students will be expected to be familiar with all assigned readings and should be prepared to discuss them in class. Failure to submit or fulfill any required course component results in failure of the class.

Grading of Assignments The grade for this course will be determined according to the following formula: Assignments/Activities % of Final Grade

Midterm Strategy Memorandum 25%

Class Participation 25%

Campaign Plan 50%

Late papers will be penalized a one-half letter grade for each day submitted after the deadline. Students are responsible for keeping copies of all written work until a submission has been graded and returned.

Assignments should be submitted by email and by hard copy at the beginning of the class on March 6th for the campaign strategy memo outline, April 10th for the midterm paper, and by 12 PM on May 22nd for the final paper.

Letter Grades Letter grades for the entire course will be assigned as follows:

Letter Grade Points Percent

94-100 A 4.00

90-93 A- 3.67

87-89 B+ 3.33

84-86 B 3.00

80-83 B- 2.67

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Letter Grade Points Percent

77-79 C+ 2.33

74-76 C 2.00

70-73 C- 1.67

67-69 D+ 1.33

65-66 D 1.00

Below 65 F .00

View Grades [Insert how grades are available to students]

Course Schedule

Topics and Assignments

Week/Date Topic Reading Assignment Due

Campaigns on the Cutting Edge; Ch. 1, (pgs. 3-10)

Session 1 Overview of Campaigning for

6- Feb-19 Campaign Strategy President 2008; Ch. 1, (pgs. 1-28;)

Campaign Craft, Chs. 4-6 (pgs. 51-118)

Campaigning for Developing a President 2008; Ch. 2 Session 2 Campaign Strategy (pgs. 31-43) 13- Feb-19 and Plan Shattered; Chs 1-7

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Week/Date Topic Reading Assignment Due

(pgs. 1-120)

Campaign Craft; Chs. 1-3 (pgs. 3-50)

Message, Strategy & Session 3 Media: The 2016 Shattered; Chs. 8-21

20- Feb-19 Campaign for (pgs. 121-402) President

Campaigning for Research: How President 2008; Ch. Strategy and 9, 10 (pgs. 163-188) Session 4 Research Merge 27- Feb-19 (Case studies both Campaigns on the domestic and foreign) Cutting Edge, Ch. 5 (pgs 61-72)

Campaign Craft; Ch. 4-6 (pgs. 51-120) Message CAMPAIGN Session 5 Development in a STRATEGY MEMO 6- Mar-19 Campaigns on the Strategic Context OUTLINE DUE Cutting Edge; Ch. 6 (Pgs 73 – 92)

Campaigns on the Cutting Edge; Ch. 3 (pgs. 27-39)

Campaigning for President 2008; Chs. Message and Session 6 3 & 4 (pgs. 44-77) Strategy: Domestic 13- Mar-19 Campaigns Campaign Craft; Ch 8 (pgs 141-158)

Dispatches from the War Room; Chs 1 & 2 (pgs. 12-109)

Spring Break - No 20- Mar-19 Class

Message and Dispatches from the Session 7 Strategy: War Room; Ch. 3-7

27- Mar-19 International (pgs. 110-392) Campaigns

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Week/Date Topic Reading Assignment Due

Watch: Our Brand is Crisis

Campaign Craft; Ch 10 (pgs 177 – 196) Session 8 Understanding

3- Apr-19 Voters The Voters Guide to Election Polls; Ch. 1- 4 (pgs. 1 -58)

Developing a Session 9 Strategy to Persuade Midterm Paper Due 10- Apr-19 and Mobilize Voters

Campaigns on the Cutting Edge; Ch. 2, 10 (pgs 27 – 42;. 145-164) Fundraising: The

Session 10 Nexus between Campaigning for 17- Apr-19 Money and Strategy President 2008; Ch.7 in Politics (pgs. 126-146)

Campaign Craft Ch. 7 (pgs. 121-140)

Campaigns on the Cutting Edge Chs. 4 & 9 (pgs. 48-65; 127 - Technological 144) Session 11 Change and the

24- Apr-19 Impact on Strategic Campaigning for Decision-Making President 2008 Ch. 5,8,12 (pgs. 78-101; 147-159; 210-221)

Debates, Speeches and Set Piece Campaign Events Presidential Debates; Session 12 Identity Politics vs. Introduction and Ch. 1- May-19 Interest Group 1-7 (pgs. 1-242) Politics and a Strategy for Mobilizing Both

Future of Strategic Presidential Debates; Session 13 Decision-Making in Ch. 8-10 (pgs. 243- 8- May-19 Political Campaigns 310)

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Week/Date Topic Reading Assignment Due

Campaign Craft; Ch. 11-12 (pgs. 191-226)

Campaigns on the Cutting Edge; Chs 7,8,11,12,13,14 (pgs. 93-110;111-126;165- 228)

Campaigning for President 2008 Ch. 13 (pgs.222-228)

No Assigned readings. We will discuss campaign Session 14 Campaign Plan plans, review

15- May-19 Workshop previous campaign plans and discuss what makes a great campaign plan.

FINAL : Final Campaign Plan Session 15 Finals Week Paper Due 22-May-19 Paper due: 12pm (noon)

Course Materials

Required Textbooks & Materials ● Title: Shattered: Inside Hillary Clinton’s Doomed Campaign Author: Johnathan Allen & Amie Parnes Published: April 18, 2017 ISBN:978-0-553-44708-8 Ebook ISBN 978-0-553-44709-5 ● Title: Campaigning for President 2008 Edited By: Dennis W. Johnson Published: 2009 ISBN: 0-415-80374-8 ISBN 13: 978-0-203-87897-2 ● Title: Campaigns on the Cutting Edge (Third Edition) Editor: Richard J. Semiatin

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Published: April 18, 2012 ISBN: 978-1-5063-1645-1 ● Title: Campaign Craft: The Strategies, Tactics, and Art of Political Campaign Management Author: Michal John Burton, William J. Miller, and Daniel M. Shea Published: 2015 ISBN: 978-1-4408-3732-6 EISBN: 978-1-4408-3733-3 ● Title: Dispatches from the War Room Author: Stanley B. Greenburg Published: Feb. 17, 2009 ISBN: 03123351526 ● Title: The Voter’s Guide to Election Polls 4th Edition Author: Michael W. Traugott and Paul J. Lavrakas Published: 2008 ISBN-13: 978-0-7435-4716-2 ISBN-10: 0-7425-4716-7 ● Title: Presidential Debates: Fifty years of High-Risk TV 2nd Edition Author: Alan Schroeder Published: 2008 ISBN: 978-0-231-14104-8 ● Films: Our Brand is Crisis (2006) Directed by: Rachel Boynton

Resources ● Access your course materials: NYU Classes (nyu.edu/its/classes) ● Databases, journal articles, and more: Bobst Library (library.nyu.edu) ● Assistance with strengthening your writing: NYU Writing Center (nyu.mywconline.com) ● Obtain 24/7 technology assistance: IT Help Desk (nyu.edu/it/servicedesk)

Course Policies

Attendance and Tardiness Study abroad at Global Academic Centers is an academically intensive and immersive experience, in which students from a wide range of backgrounds exchange ideas in discussion- based seminars. Learning in such an environment depends on the active participation of all students. And since classes typically meet once or twice a week, even a single absence can cause a student to miss a significant portion of a course. To ensure the integrity of this academic experience, class attendance at the centers is mandatory, and unexcused absences will affect students' semester grades. Students are responsible for making up any work missed due to absence. Repeated absences in a course may result in failure. At all Global Academic Centers, unexcused absences will be penalized with a two percent deduction from

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the student’s final course grade (for courses that meet once per week; for courses that meet twice per week, it is a one percent reduction per missed class).

To seek an excused absence for medical reasons, students must use the online absence reporting form within 24 hours of their first missed class. Students may be required to produce a doctor’s note with that day’s date, especially if the student has missed any classes already that semester or if exams/presentations/papers occurred in the missed class.

Non-medical absences must be discussed with the Academic Staff at least 7 days before the missed date(s) in question. If faculty members do not receive notification of an excused absence, the student has not procured an excused absence.

NYU Washington, DC expects students to arrive to class promptly (both at the beginning and after any breaks), to be attentive, and to remain for the duration of the class. If full class attendance and participation becomes a problem, it is the prerogative of each lecturer to apply the rule for unexcused absences, which may include a two percent deduction from the student’s final course grade.

Students are responsible for making up any work missed due to absence. This means they should initiate email and/ or office hour discussions to discuss any missed lectures and assignments and arrange a timeline for submitting missed work.

Final exams must be taken at their designated times. Final exams may not be taken early, and students should not plan to leave Washington, DC before the end of the finals week.

Please note that for classes involving a field trip or other external visit, transportation difficulties are never grounds for an excused absence. It is the student’s responsibility to arrive at the announced meeting point in a punctual and timely fashion. Staff members may always be reached by cell phone for advice regarding public transportation.

Late Assignment

1) Written work due in class must be submitted during the class time to the professor. 2) Late work should be emailed to the faculty as soon as it is completed. 3) Late work will be reduced for a fraction of a letter grade (e.g., A to A-, A- to B+, etc.) for every day it is late, including weekends. 4) Written work during the semester that is submitted 5 days after the submission date (including weekends) without an agreed extension fails and is given a zero. 5) Students who arrive to class late for an exam do not have automatic approval to take extra time to complete the exam. 6) Students who miss an exam (including the final) without previously arranged permission will receive a zero on that exam. 7) Assignments due during finals week that are submitted more than 3 days without previously arranged extensions will not be accepted and will receive a zero. Any exceptions or extensions for work during finals week must be discussed with the Site Director.

Incomplete Grade Policy

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An “incomplete” is a temporary grade that indicates that the student has, for good reason, not completed all of the course work. This grade is not awarded automatically nor is it guaranteed; rather, the student must ask the instructor for a grade of “incomplete,” present documented evidence of illness, an emergency, or other compelling circumstances, and clarify the remaining course requirements with the instructor.

In order for a grade of “incomplete” to be registered on the transcript, the student must fill out a form, in collaboration with the course instructor and the academic administration at the site; it should then be submitted to the site’s academic office. The submitted form must include a deadline by which the missing work will be completed. This deadline may not be later than the end of the following semester.

Academic Honesty/Plagiarism

As the University's policy on "Academic Integrity for Students at NYU" states: "At NYU, a commitment to excellence, fairness, honesty, and respect within and outside the classroom is essential to maintaining the integrity of our community. By accepting membership in this community, students take responsibility for demonstrating these values in their own conduct and for recognizing and supporting these values in others." Students at Global Academic Centers must follow the University and school policies.

The presentation of another person’s words, ideas, judgment, images, or data as though they were your own, whether intentionally or unintentionally, constitutes an act of plagiarism.

NYU Washington, DC takes plagiarism very seriously; penalties follow and may exceed those set out by your home school. All your written work must be submitted as a hard copy AND in electronic form to the lecturer. Your lecturer may ask you to sign a declaration of authorship form.

It is also an offense to submit work for assignments from two different courses that is substantially the same (be it oral presentations or written work). If there is an overlap of the subject of your assignment with one that you produced for another course (either in the current or any previous semester), you MUST inform your professor.

For guidelines on academic honesty, clarification of the definition of plagiarism, examples of procedures and sanctions, and resources to support proper citation, please see:

NYU Academic Integrity Policies and Guidelines

NYU Library Guides

Disability Disclosure Statement Academic accommodations are available for students with disabilities. Please contact the Moses Center for Students with Disabilities (212-998-4980 or [email protected]) for further information. Students who are requesting academic accommodations are advised to reach out to the Moses Center as early as possible in the semester for assistance.

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Religious Observances Students observing a religious holiday during regularly scheduled class time are entitled to miss class without any penalty to their grade. This is for the holiday only and does not include the days of travel that may come before and/or after the holiday.

Students must notify their professor and the Washington, DC Academics team in writing via email at least 7 days before being absent for this purpose.

About Your Lecturer Tad Devine - Politics Thomas A. (Tad) Devine is a Democratic media consultant and campaign strategist who has developed strategy and produced political ads for candidates in the United States and around the world. He is president of Devine Mulvey Longabaugh, a media and strategic consulting firm in Washington, D.C. He has created media in twenty winning U.S. Senate and Gubernatorial campaigns as well as dozens of winning races for the U.S. House of Representatives and local elected officials. Tad has extensive experience at the highest levels of U.S. Presidential campaigns including serving as a Senior Advisor to Al Gore, John Kerry and Bernie Sanders in their Presidential campaigns and is considered a leading expert on the Democratic Party’s presidential nominating process and general election strategy.

Tad has also worked on eleven winning campaigns for President or Prime Minister outside the United States including three winning general election campaigns for Fianna Fail in Ireland. Mr. Devine has taught courses on campaigns and media at New York University, The University of Pennsylvania, Boston University, The George Washington University Graduate School of Political Management, and led a study group as a Resident Fellow at The Institute of Politics at Harvard University’s Kennedy School of Government. In October 2010, Tad Devine was recognized as one of “the most respected media consultants” in the nation by USA Today.

Tad is a member of the Board of Directors and serves as Vice Chair of the Corporation and a member of the Executive Committee at the International Foundation for Electoral Systems (IFES), a nonpartisan NGO, which is a global leader in electoral administration and the promotion of democracy around the world. He is a member of the Bar in the State of Rhode Island and the District of Columbia. Mr. Devine received his A.B. in American History from Brown University in 1978, and his J.D. from Suffolk University School of Law in 1982.

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