A strategy of assumed incumbency: a case study

• Larry Powell ^[1] ; Annette Shelby ^[2]
  1. [1] Mississippi State University

     Mississippi State University

     Estados Unidos

     
  2. [2] University of Alabama
• Localización: Southern communication journal, ISSN 1041-794X, Vol. 46, nº 2, 1980, págs. 105-123
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • This study examines the strategy of assumed incumbency as a decision‐making model and guide for political campaign development. The study presents the assumptions of the model and discusses its goal of presenting a candidate as the “natural choice” for a position. The movement of the campaign is followed through three stages of development—legitimacy, identification, and reinforcement. A case study demonstrates the effectiveness of the strategy.