Download 7.1 Glossary of terms

University of Ljubljana
Faculty of Social Sciences
Arnold Schwarzenegger's campaign
Jan Miklavc, 21060745
Mag. Mojca Jarc
11th December 2008
TABLE OF CONTENTS:
1
INTRODUCTION..................................................................................................... 2
2
SUMMARY ............................................................................................................... 2
3
ANNALYSIS ............................................................................................................. 3
4
CONCLUSION ......................................................................................................... 3
5
LITERATURE .......................................................................................................... 4
6
APPENDICIES ......................................................................................................... 4
7
APPENDIX ................................................................................................................ 5
7.1
Glossary of terms ................................................................................................ 5
1
1 INTRODUCTION
In the project I am responsible for the guidance of marketing strategy in our political
campaign, which is a very important factor for every modern campaign. Because it is
necessary with all the available media we have, to manage it smartly, with as little cost as
possible to earn as much as possible. Since 1850s until 1950s campaigns were based on
volunteering, when people were creating on local levels public opinions. Then later there
were campaigns coordinated on a national level until 1980s which were led by
professionals, specialized for each section. Since 1990s we talk about postmodern
campaigns, which were also coordinated on a national level, but were operationally
decentralized (Howard 2006, 145). I will focus on the internet and its marketing usability
for our campaign. My assignment will be based on an analysis why is marketing
important and how can it be useful for our campaign. I will work with method of analysis
and interpretations of secondary sources of literature.
2 SUMMARY
Campaigns in the modern age must adopt to the constantly developing technology,
because the technology makes it possible to create a global public opinion because it is
cheap and accessible to everyone. Campaigns can be seen as a very important source of
technological and organizational novelties, because during the campaigns there is
struggle for every vote and people responsible for marketing are looking for solutions to
get voters on their side and these solutions are many times something new, appealing to
people (Howard 2006, 143–4). The task of marketing in every campaign is to manipulate
with public and get it on its side. People responsible for marketing must achieve as much
as possible with as little costs as possible and that is exactly what the 21st century media
are making possible. This is hypermedia campaign, the category in which internet
belongs, because it allows you what exactly what marketing these days is for (Howard
2006, 146–8).
Marketing has to convince the public do different activities such as: doing a variety of
surveys, this means every type of surveys, the ones on the internet, the telephone surveys
and the surveys at home. With the last one, you have to be careful with the quantity,
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because people tend to get bored and they do not wish to participate anymore. Surveys
have to be creative and consist of questions put together so they are in advantage of the
candidate for which we are doing this as surveys affect the public opinion and marketing
has to make sure it is in favor of the candidate. Next activities are commercials and
slogans, which have to be created in an understanding way and also charming for the
voters. The slogan must not be too long, it should be short and simple yet it should tell
people what to expect to get if they vote for the candidate. Marketing must make sure
that all news are in favor of the candidate meaning they are positive ones , the news must
be accessible to everyone and here internet comes handy because it provides latest news
for voters, which can affect their decision (Howard 2006, 152–62).
3 ANNALYSIS
In 21st century the political marketing will be focused mostly on the internet
campaign, which will be accessible to everyone since almost every house has internet
access, the costs of a campaign will be smaller and it will be more effective and we
should not forget that the candidate and his or her people will not have to leave their
rooms during the campaign anymore since everything will be done via internet and the
voters will get the latest news quickly.
The purpose of political marketing is to focus the campaign on salient political issues
of swing voters. It can be done through the application of sophisticated segmentation
techniques (Henneberg 2004, 8). Many political actors also believe that political
marketing is an essential part of political management in many situations (Henneberg
2004, 8).
4 CONCLUSION
In our case the marketing will be focused on the Arnold Schwarzenegger campaign to
be re-elected for the governor of California. We will focus on the internet campaign and
create a web page accessible to everyone and where there will be published things in
favor of the candidate. We will also create surveys, which will have questions in favor of
the candidate so we can even persue the undecided people to vote. With this we will use
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the internet to make the candidate more popular. We will minimalize the costs of the
campaign and increase the effect.
From analyzing the text I have learned that marketing is the key for leading this
campaign, because we create a positive public opinion, which is important for re-election.
5 LITERATURE
Henneberg, Stephan C. M. 2004. Political Marketing Theory:
Hendiadyoin or
Oxymoron.
Dostopno na: www.bath.ac.uk/management/research/pdf/2004-01.pdf (11. 11. 2008).
Howard, Philip N. 2006. New Media Campaigns and the Managed Citizen. Cambridge
University Press, New York.
6 APPENDICIES
Copy of the original text:
Howard, Philip N. 2006. New Media Campaigns and the Managed Citizen. Cambridge
University Press, New York.
Glossary of terms
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7 APPENDIX
7.1 Glossary of terms
Media \mee-dee-uh\ - Media are the storage and transmission tools used to store and
deliver information or data. It is often referred to as synonymous with mass media or
news media, but may refer to a single medium used to communicate any data for any
purpose. - mediji
Synonym:
Hyponym: electronic media
Hypernim: communications
Encyclopedic definition:
The beginning of human communication through artificial channels, i.e. not vocalization
or gestures, goes back to ancient cave paintings, drawn maps, and writing.
The Persian Empire (centered on present-day Iran) played an important role in the field of
communication. They devised what might be described as the first real mail or postal
system, which is said to have been developed by the Persian emperor Cyrus the Great (c.
550 BC) after his conquest of Media. The role of the system as an intelligence gathering
apparatus is well documented, and the service was (later) called angariae, a term that in
time turned to indicate a tax system. The Old Testament (Esther, VIII) makes mention of
this system: Ahasuerus, king of Medes, used couriers for communicating his decisions.
Herodotus described the system in the following manner:
The word "communication" is derived with the Latin root "communicare". This was due
to the Roman Empire also devising what might be described as a mail or postal system, in
order to centralize control of the empire from Rome. This allowed for personal letters and
for Rome to gather knowledge about events in its many widespread provinces. More
advanced postal systems later appeared in the Islamic Caliphate and the Mongol Empire
during the Middle Ages.
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The adoption of a dominant communication medium is important enough that historians
have folded civilization into "ages" according to the medium most widely used. A book
titled "Five Epochs of Civilization" by William McGaughey (Thistlerose, 2000) divides
history into the following stages: Ideographic writing produced the first civilization;
alphabetic writing, the second; printing, the third; electronic recording and broadcasting,
the fourth; and computer communication, the fifth. The media affects what people think
about themselves and how they perceive people as well. What we think about self image
and what others should look like comes from the media.
While it could be argued that these "Epochs" are just a historian's construction, digital
and computer communication shows concrete evidence of changing the way humans
organize. The latest trend in communication, termed smart mobbing, involves ad-hoc
organization
through
mobile
devices,
allowing
for
effective
many-to-many
communication and social networking.
Political campaign \kam páyn\ – Organized effort to secure nomination and election
of candidates for government offices. – politična kampanja.
Synonym:
Hyponym: local political campaign
Hypernim: campaign
Encyclopedic definition: organized effort to secure nomination and election of
candidates for government offices. In the United States, the most important political
campaigns are those for the nomination and election of candidates for the offices of
president and vice president. In each political party such nominations are made at a
national convention preceding the presidential election.
Campaign costs have become enormous, political advertising, especially television, being
the greatest expense. As a result, parties and candidates need to raise many millions of
dollars. Financial contributions by corporations, labor unions, and other organizations,
individuals, and federal employees as well as expenditures by the parties' national
committees have been restricted by law. Closer regulation of contributions was attempted
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by establishment of the Federal Elections Commission (FEC) in 1974 and 1976; the FEC
provides public financing in return for spending limits.
In the late 1990s, however, the FEC negated some of its own rules and weakened the
restrictions. Additionally, political action committees are permitted as private campaignfunding vehicles, and unlimited "soft money" may be raised by political parties (as
opposed to candidates) for "party development" (nearly $500 million in 2000). Also, a
number of presidential candidates, beginning with George W. Bush in the 2000
presidential campaign, have chosen to forgo public financing in order to avoid the
associated spending limits. Thus the reforms have not slowed the escalating cost of
campaigns.
Attempts in the late 1990s to revamp the way national political campaigns are financed
were successfully filibustered in the U.S. Senate, but in 2002 Congress passed legislation
to eliminate soft money on the national level and restrict it on the state and local level
while increasing the amount that could be donated to a candidate. The bill also restricted
the ability of political actions committees to attack candidates by name immediately
before an election; that and the provisions regarding soft money were challenged in court
but narrowly upheld (2003) by the Supreme Court.
In Great Britain the system of parliamentary government permits the overthrow of the
cabinet by a vote of no confidence at any time, and, compared with U.S. congressional
elections, this results in a more unified party campaign. British parliamentary and local
elections are never held concurrently; campaigns are short and intensive, and party
expenditures are comparatively very moderate and are fixed by law.
Internet \íntər nèt\ – a network that links computer networks all over the world by
satellite and telephone, connecting users with service networks such as e-mail and the
World Wide Web – medmrežje.
synonym: network
hyponym:
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hypernim:
Encyclopedic definition: International computer network linking together thousands of
individual networks at military and government agencies, educational institutions,
nonprofit organizations, industrial and financial corporations of all sizes, and commercial
enterprises (called gateways or service providers) that enable individuals to access the
network. The most popular features of the Internet include electronic mail (e-mail), blogs
(web logs or journals), discussion groups (such newsgroups, bulletin boards, or forums
where users can post messages and look for responses), on-line conversations (such as
chats or instant messaging), wikis (websites that anyone on the Internet can edit),
adventure and role-playing games, information retrieval, electronic commerce (ecommerce), Internet-based telephone service (voice over IP [VoIP]), and web mashups
(in which third parties combine their web-based data and services with those of other
companies).
The public information stored in the multitude of computer networks connected to the
Internet forms a huge electronic library, but the enormous quantity of data and number of
linked computer networks also make it difficult to find where the desired information
resides and then to retrieve it. A number of progressively easier-to-use interfaces and
tools have been developed to facilitate searching. Among these are search engines, such
as Archie, Gopher, and WAIS (Wide Area Information Server), and a number of
commercial, Web-based indexes, such as Google or Yahoo, which are programs that use
a proprietary algorithm or other means to search a large collection of documents for
keywords and return a list of documents containing one or more of the keywords. Telnet
is a program that allows users of one computer to connect with another, distant computer
in a different network. The File Transfer Protocol (FTP) is used to transfer information
between computers in different networks. The greatest impetus to the popularization of
the Internet came with the introduction of the World Wide Web (WWW), a hypertext
system that makes browsing the Internet both fast and intuitive. Most e-commerce occurs
over the Web, and most of the information on the Internet now is formatted for the Web,
which has led Web-based indexes to eclipse the other Internet-wide search engines.
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Each computer that is directly connected to the Internet is uniquely identified by a 32-bit
binary number called its IP address. This address is usually seen as a four-part decimal
number, each part equating to 8 bits of the 32-bit address in the decimal range 0-255.
Because an address of the form 4.33.222.111 could be difficult to remember, a system of
Internet addresses, or domain names, was developed in the 1980s. Reading from left to
right, the parts of a domain name go from specific to general. For example,
www.cms.hhs.gov is a World Wide Web site for the Centers for Medicare and Medicaid
Services, which is part of the U.S. Health and Human Services Dept., which is a
government agency. The rightmost part, or top-level domain (or suffix or zone), can be a
two-letter abbreviation of the country in which the computer is in operation; more than
250 abbreviations, such as "ca" for Canada and "uk" for United Kingdom, have been
assigned. Although such an abbreviation exists for the United States (us), it is more
common for a site in the United States to use a specialized top-level domain such as edu
(educational institution), gov (government), or mil (military) or one of the four domains
designated for open registration worldwide, com (commercial), int (international), net
(network), or org (organization). In 2000 seven additional top-level domains (aero, biz,
coop, info, museum, name, and pro) were approved for worldwide use, and other
domains, such as the regional domains asia and eu, have since been added. In 2008 new
rules were adopted that would allow a top-level domain to be any group of letters. An
Internet address is translated into an IP address by a domain-name server, a program
running on an Internet-connected computer. Since 1998 the Internet Corporation for
Assigned Names and Numbers (ICANN), a nonprofit U.S. corporation, has been
responsible for overseeing the domain name system.
The Internet evolved from a secret feasibility study conceived by the U.S. Dept. of
Defense in 1969 to test methods of enabling computer networks to survive military
attacks, by means of the dynamic rerouting of messages. As the ARPAnet (Advanced
Research Projects Agency network), it began by connecting three networks in California
with one in Utah—these communicated with one another by a set of rules called the
Internet Protocol (IP). By 1972, when the ARPAnet was revealed to the public, it had
grown to include about 50 universities and research organizations with defense contracts,
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and a year later the first international connections were established with networks in
England and Norway. A decade later, the Internet Protocol was enhanced with a set of
communication protocols, the Transmission Control Program/Internet Protocol (TCP/IP),
that supported both local and wide-area networks. Shortly thereafter, the National
Science Foundation (NSF) created the NSFnet to link five supercomputer centers, and
this, coupled with TCP/IP, soon supplanted the ARPAnet as the backbone of the Internet.
In 1995, however, the NSF decommissioned the NSFnet, and responsibility for the
Internet was assumed by the private sector. Progress toward the privatization of the
Internet continued when ICANN assumed oversight responsibility for the domain name
system in 1998 under an agreement with the U.S. Dept. of Commerce. Fueled by the
increasing popularity of personal computers, e-mail, and the World Wide Web (which
was introduced in 1991 and saw explosive growth beginning in 1993), the Internet
became a significant factor in the stock market and commerce during the second half of
the decade. By 2000 it was estimated that the number of adults using the Internet
exceeded 100 million in the United States alone. The increasing globalization of the
Internet has led a number of nations to call for oversight and governance of the Internet to
pass from the U.S. government and ICANN to an international body, but a 2005
international technology summit agreed to preserve the status quo while establishing an
international forum for the discussion of Internet policy issues.
Lobby \lóbbee\ – A group of supporters and representatives of particular interests
who try to influence political policy on a particular issue. - vpliv
synonym: influence
hyponym: welfare lobby
hypernim:
Encyclopedic definition: Practice and profession of influencing governmental decisions,
carried out by agents who present the concerns of special interests to legislators and
administrators. The term originated in the United States of the 1830s, when
representatives of interest groups tended to congregate in the lobbies of Congress and
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state legislatures. It is now used in a broader sense to include attempts to influence any
governmental actions.
In the United States lobbying has become an accepted and ubiquitous part of the political
system; while federal and state legislators are technically representatives of geographical
areas, they spend much of their time with lobbyists, and can be said at times to be
responding to interest groups rather than to their constituents, to the degree that
legislation drafted by lobbyists is sometimes introduced. Organizations such as
corporations, financial institutions, labor unions, professional associations, educational
groups, medical interests, farm alliances, and various public interest and social issue
groups like Common Cause, Mothers Against Drunk Driving, the National Abortion and
Reproductive Rights Action League, the National Rifle Association, and the National
Coalition for the Homeless maintain permanent lobbies in Washington and in state
capitals to protect and further their interests. Lobbyists often deal directly with
governmental decisionmakers, supplying technical information, making political threats
or promises, and supplying friendship, entertainment, and other favors. Their indirect
methods include the use of the mass media and mailing and telephone campaigns (some
purporting to come from the "grass roots") and the organization of campaign funding
vehicles known as political action committees (PACs).
The potential for corruption, especially bribery of officials, has given lobbying an
unsavory connotation and has led to many attempts to regulate it, first at the state and
later at the national level. The basic federal law has been the Regulation of Lobbying Act
of 1946, which requires registration of and regular financial reports from all individuals
and agents seeking to influence legislation. In 1995, Congress passed a new bill intended
to strengthen registration and disclosure requirements and to include within the definition
of "lobbyist" some, e.g., lawyers, who had not previously been so designated.
Marketing \ma`arkəting\ – The business activity of presenting products or services in
such a way as to make them desirable. - marketing
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synonym:
hyponym: political marketing
hypernim: business
Encyclopedic definition: In economics, that part of the process of production and
exchange that is concerned with the flow of goods and services from producer to
consumer. In popular usage it is defined as the distribution and sale of goods, distribution
being understood in a broader sense than the technical economic one. Marketing includes
the activities of all those engaged in the transfer of goods from producer to consumer—
not only those who buy and sell directly, wholesale and retail, but also those who
develop, warehouse, transport, insure, finance, or promote the product, or otherwise have
a hand in the process of transfer. In a modern capitalist economy, where nearly all
production is intended for a market, such activities are just as important as the
manufacture of the goods. It is estimated in the United States that approximately 50% of
the retail price paid for a commodity is made up of the cost of marketing.
Services are marketed in much the same manner as goods and commodities. Sometimes a
service, like that of a repair person or physician, is marketed through the same act that
produces it. Personal services may also be brokered by employment agencies, booking
agents for concert or theatrical performers, travel agents, and the like. Methods of
marketing now include market research, motivational research, and other means of
determining consumer acceptability of a product before the producer decides to
manufacture and market it on a large scale. Market research, often conducted by means of
telephone interviews with consumers, is a major industry in itself, with the top 50 U.S.
marketing firms tallying revenues of $5.9 billion in 1998.
Unknown words:
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Nuance \nju:á:ns\ – a very slight difference in meaning, feeling, tone, or color –
niansa.
Captivate \kć´ptiveit\ – to attract and hold somebody's attention by charm or other
pleasing or irresistible features – očarati.
Affiliation \filiéišən\ – to come, or bring a person or group, into a close relationship
with another, usually larger group – zveza.
Eligible \élidžəbl\ – entitled or qualified to do, be, or get something – izvoljiv,
primeren.
Bloated \blóutid\ – excessively large – napihnjen.
Dichotomy \dī-kä-tə-mē\ – a separation into two divisions that differ widely from or
contradict each other – cepljenje.
Expunge \ik-spənj\ – to eliminate (as a memory) from one's consciousness – izbrisati.
Drudgery \drΛ´džəri\ – exhausting, boring, unpleasant work – garanje.
Humdrum \həm-drəm\ – lacking variety or excitement – dolgočasen, enočičen.
The leaders were presented as mythic symbols of the regime and the humdrum aspects
of
Embodiment \imb*´dimənt\ – a tangible or visible expression of an idea or quality –
uvrstitev, vključitev.
Mendacious \men-dā-shəs\ – given to or characterized by deception or falsehood or
divergence from absolute truth – lažniv, neresničen.
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Guild \gild\ – a club, society, or other organization of people with common interests
or goals – ceh, bratovščina.
Cohort \kóuho:t\ – a united group of people – trdno povezana skupina ljudi.
To posit \ po´zit\ – to put forward for consideration something such as a suggestion,
assumption, or fact – postaviti, trditi.
Wed \wed\ – to bring two things together or regard them as linked – združiti.
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