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Bush versus Kerry

A Functional Analysis of Campaign 2004

William L. Benoit, Kevin A. Stein, John McHale and Sumana Challopadhyay

Bush versus Kerry analyzes the 2004 presidential campaign using the functional theory of political campaign communication. After an introduction and explication of political campaign communication theory, chapters investigate the content of candidate messages – for example, television spots, debates, webpages, and acceptance addresses – and media coverage of the campaign.