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2
The link between the content of campaigns and voting behavior is under explored
in the campaign literature (although see Geer 1998), primarily because the content of
campaigns is difficult to measure. In this paper, I analyze the advertising and stump
speech content of modern presidential campaigns from 1952 to 2000. I then compare
what the candidates said during their campaigns with the contemporaneous coverage of
the candidates in the New York Times. As the data show, campaign scholars should be
weary of using media content as a proxy for candidate rhetoric in campaigns.
Measuring Campaign Effects
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