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 Page 1 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. Page 2 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 Page 3 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 Page 4 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 Page 5 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) Page 6 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 Page 7 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.