Omar Bennett
American politics has been described as a permanent campaign due to the idea that presidents must continuously engage in campaign-like activities to maintain public support and effectively govern. This involves frequent fundraising, travel to key states, and ongoing communication with the public through media engagement and opinion polling. The term was popularized by journalist Sidney Blumenthal in his 1980 book, highlighting a shift in political power dynamics where consultants, public opinion, and the media play significant roles in a president's ability to govern and secure reelection. This phenomenon has been associated with presidents such as Bill Clinton and Donald Trump, who have embraced political strategies that blend governance with maintaining popularity. The public's dissatisfaction with American politics is evident, with high negative sentiments and a perception that special interests, campaign funding, and partisan warfare dominate the political process.
| Characteristics | Values |
|---|---|
| Political decisions are made with a focus on their impact on voter approval | 78% of Americans believe there is too little focus on important issues facing the country |
| Frequent fundraising | 57% of Americans believe there is too much influence from campaign donors |
| Travel to key electoral states | George W. Bush made 416 domestic trips during his first three years in office, with 36-45% of trips in his first two years to swing states |
| Increased media engagement | The media has become a central player in the political system |
| Pollsters and consultants have more influence | Pollster Dick Morris asked voters to decide where Bill Clinton would go on vacation |
| Focus on public perception | Presidents must cultivate a positive image of themselves |
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What You'll Learn
The rise in presidential fundraising
The cost of campaigning has increased significantly, with candidates investing heavily in identifying persuadable voters and utilising paid media to target specific regions. This has led to a rise in presidential fundraising to cover these expenses. Candidates must raise substantial sums to run competitive campaigns, and the amount of money raised can significantly impact the outcome of an election.
Under United States law, officially declared candidates are mandated to disclose their campaign finances to the Federal Election Commission (FEC) regularly. These reports are made public, providing transparency and allowing voters to assess the financial health of campaigns.
The presidential public funding program offers federal government funds to eligible candidates to offset specific campaign expenses. This program matches individual contributions up to $250 and provides grants to major party nominees, with the amount having grown significantly over the years. Minor party and new party candidates may also qualify for partial public funding.
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The impact on policy and governance
The impact of the "permanent campaign" on policy and governance in the United States has been significant, with some critics and observers arguing that it has hindered effective leadership and governance. The concept, developed by political pollster Pat Caddell in the 1970s, suggests that modern presidents must continuously campaign to maintain public support and effectively govern, blending their actual governance with efforts to remain popular. This has led to a focus on electoral concerns, with decisions made with an eye towards their impact on voter approval, and a rise in presidential fundraising.
The "permanent campaign" has resulted in a shift in power dynamics, with consultants, pollsters, and the media playing a central role in a president's ability to govern and secure reelection. This has been referred to as a culture of deception, with policy decisions inextricably linked to politics and presidential travel targeting states with electoral importance. The need to maintain popularity and secure reelection funds can influence policy decisions and distract from the more reflective and statesmanlike aspects of the office.
The impact of the "permanent campaign" has also been felt in the increased polarization and partisan warfare that has characterized American politics in recent years. The public has expressed dissatisfaction with the political process, believing it to be dominated by special interests, flooded with campaign cash, and mired in partisan conflict. This dissatisfaction exists alongside historically high levels of voter turnout, indicating that while Americans are engaged in the political process, they are critical of its current state.
The "permanent campaign" has also influenced the way policies are communicated to the public, with campaigns drawing on techniques from commercial advertising, entertainment, and public relations. Messages are tailored to the public and repeated frequently to create a lasting impression, with the goal of attracting the most potential voters. This has contributed to a perception of politicians as self-serving and ineffective, with a focus on winning" the news cycle rather than governing effectively.
Overall, the "permanent campaign" has had a significant impact on policy and governance in the United States, shaping the way presidents govern, the way policies are communicated, and the public's perception of the political process. While it has underscored the evolving nature of political strategy and the importance of public perception, it has also led to criticisms of ineffectiveness and a lack of focus on important issues facing the country.
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The role of the media
Media engagement is a key aspect of the permanent campaign strategy. Presidents and their administrations actively seek favourable media coverage to cultivate a positive image and influence public perception. This can involve holding press conferences, giving interviews, and providing exclusive access to the media. For example, President Donald Trump was noted for turning presidential events into political affairs reminiscent of his campaign rallies, blurring the lines between governing and campaigning.
Political campaigns also utilise paid media, such as television commercials and social media posts, to tailor their messages and control when the public sees them. Campaigns often increase their media expenses as an election approaches, prioritising spending in contested regions. These advertisements typically consist of talking points about policy issues, repeated frequently to create a lasting impression with voters. For instance, in the 2020 election, Joe Biden's "Rising" ad emphasised the battle for the nation's soul, while a worker in Donald Trump's Pennsylvania ad warned of job losses if Trump lost.
Earned media, or free media coverage, is another important aspect. Campaigns seek to generate news stories that favour their candidate or message, while also attempting to control the news cycle and avoid negative coverage. This can influence public opinion and shape the political agenda.
The media also plays a role in opinion polling, a frequent feature of permanent campaigns. Opinion polls allow presidents and campaigns to gauge public sentiment and make strategic adjustments. Pollsters, as key players in the media, can influence the political process by shaping the interpretation of public opinion.
Furthermore, the media can contribute to the polarisation of American politics by emphasising conflicts between political parties. Coverage of partisan warfare may detract from important policy issues, impacting the public's perception of the political system. For instance, in 2023, 78% of Americans surveyed believed that conflicts between Republicans and Democrats received too much attention, while 57% felt there was insufficient focus on critical national issues.
In conclusion, the media plays a central and multifaceted role in the permanent campaign phenomenon of American politics. It serves as a tool for political messaging, a source of public opinion, and a platform for shaping the political narrative. The evolving nature of media and its influence on politics underscores the importance of effective communication and engagement in the modern political landscape.
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The influence of special interests and campaign donors
The role of wealthy donors and the impact of "dark money" has been significant in recent years, with a small number of donors dominating electoral spending. The Supreme Court's Citizens United decision, which removed limits on independent spending, has been criticised for allowing unlimited spending by groups without disclosing their funding sources. This has resulted in super PACs becoming a vehicle for billionaires to exert influence, drowning out the voices of ordinary Americans.
Campaign advertising, utilising techniques from commercial advertising and propaganda, plays a crucial role in political campaigns. Campaigns strategically tailor their messages and target specific audiences, often focusing on contested regions as elections approach. This can lead to a permanent campaign mentality, where policy decisions are intertwined with political considerations and the need to maintain voter approval.
The influence of campaign donors is not just a perception, as evidenced by the high number of Americans who believe that donors have too much influence on members of Congress. Around eight-in-ten Americans hold this view, and majorities in both the Republican and Democratic parties agree. They believe that campaign donors, lobbyists, and special interest groups hold too much sway over political decisions, while the people in lawmakers' districts have too little influence.
To address these concerns, there have been calls for reforms such as limiting campaign spending by individuals and organisations, increasing transparency in political spending, and overhauling the campaign finance regulatory system to effectively enforce the rules and prevent special interests from improperly influencing candidates.
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The use of political advertising and propaganda
The concept of a "permanent campaign" in American politics refers to the idea that presidents must continuously engage in campaign-like activities to sustain public support and effectively govern. This involves frequent fundraising, travel to key states, and ongoing communication with the public, often through media engagement and opinion polling.
Campaign advertising borrows techniques from commercial advertising and propaganda, as well as entertainment and public relations. This mixture has been dubbed "politainment." The campaign plan is a formal strategy that takes into account the campaign's goal, message, target audience, and available resources. Campaigns seek to identify supporters while also getting their message across.
The use of paid media in political campaigns has been criticized for allowing campaigns to control the message that the public sees, potentially hindering effective leadership. Additionally, the cost of campaigns has emerged as a major source of public frustration, with many believing that special interests and campaign donors have too much influence on politics.
The role of the media in the permanent campaign has evolved, with reporters and the media becoming central players in the political system. This has contributed to the public's dissatisfaction with the political process, which is viewed as dominated by partisan warfare and special interests. Despite this, voter turnout in national elections has been historically high, indicating that voting in elections does not necessarily lead to satisfaction with the political system.
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Frequently asked questions
The "permanent campaign" is a political science theory that suggests that US presidents must act as if they are continuously running for office to maintain enough popular support to govern effectively. This involves endless fundraising, frequent travel to key states, and ongoing communication with the public through media engagement and opinion polling.
The concept of the "permanent campaign" was devised by political pollster Patrick Caddell in a 1976 memorandum to President-elect Jimmy Carter. The term was later popularized by journalist Sidney Blumenthal in his 1980 book, *The Permanent Campaign*.
The "permanent campaign" has led to a greater focus on electoral concerns and voter approval during a president's tenure in office, blurring the distinction between governing and campaigning. This has resulted in increased presidential fundraising, frequent media engagement, and a disproportionate amount of time spent visiting key electoral states.
Critics argue that the blending of campaigning and governance could hinder effective leadership and that there should be a clearer distinction between the two. The "permanent campaign" has also been associated with a more divisive and negative political climate, with a focus on partisan polarization and a lack of cooperation between political parties.
