Media Costs and Effects in Political Campaigns

The Federal Election Campaign Act of 1974, although modified by the Supreme Court, set the tone for campaign spending in the 1976 elections. The original limitations of the act caused candidates and their managers to design campaigns within the spending ceiling. Presidential campaigns receive the most attention from the press but actually are atypical. The best campaigns being conducted in the United States today are for senator and governor. Candidates in these contests do not receive the heavy concentration of publicity that presidential candidates get, and thus are much more dependent upon electronic media to get their message to the voters. Defining the candidate's message is one of the most difficult decisions in structur ing a campaign. Paid electronic advertising permits a candi date to communicate his message directly to the voter without filtering it through a news editor. Despite criticisms, the 30-second and 60-second television spots are the best means available to reach the voters. Television production costs vary little from state to state, but the cost of time varies considerably. Radio can have an important impact on the electorate, but frequently its importance in politics is underestimated.