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In running a campaign - Joyce 1 Alexis Joyce Taylor...

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In running a campaign, the campaign manager has to make a decision, whether to run a negative or positive campaign. Regardless of a candidates promise for the future, the past holds more weight. According the exit poll in 2004, with a marginal error of only 3 %, in the last election with Bush, Kerry, and Nader, 78% of the voters said that they had made their decision over a month before the election. (© 2005 Cable News Network LP, LLLP) The exit poll demonstrates how first impressions can hold more weight than future persuasion. If a candidate does not measure up in political experience or has previously made poor choices in office, the candidate must fight uphill to negate bad impressions, which is my definition of a weak candidate. If I was in charge of the campaign of a weak candidate, I would choose a negative campaign, which I define as a campaign that belittles the candidate’s opponent. The term positive campaign, I use to illustrate a campaign that highlights the candidate’s assets, instead of degrading his or her competitor. A negative campaign could help: bring down your opponent, use morals instead of political stats, create a campaign that is more memorable, get attention, and raise public awareness. The battle for dominance is vital during any campaign. Friedrich Nietzsche , a well-known German philosopher defines having domination over human beings as being power itself (Wikipedia 2). Taking power away from the other candidate can help bring him or her down to your level of power, which would facilitate a close match. Expertise,
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persuasion, and knowledge are all acknowledged forms of power as well. (Wikipedia 2) This leaves the weak candidate with gaining his or her power through the use of persuasion and knowledge, since he or she lacks in good political experience. A negative campaign would be most effective in utilizing the power forms of knowledge and persuasion to bring down the opponent, since the purpose of a negative campaign is to use the knowledge of the opponent’s flaws or mistakes to persuade the public to vote in your candidates favor. Knowledge of the opponent’s flaws weakens the dominance the opponent has over the public, since it can be used to alter the public view of the other person, thus taking away power from him or her, which gives the weaker candidate an opportunity in the election by lessening the gap of power between the candidates.
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