In a comparison of communication in the U.S. presidential primaries of the twentieth century, Kendall examines the role of the candidates and the media during the period of primary elections. Drawing upon information from a broad array of sources, Kendall uncovers communication patterns that transcend time regarding political image, horse race coverage, and negative campaigning. She takes a strong communication perspective, arguing that the verbal context of the presidential primaries is an important factor overlooked in traditional studies.

Topics covered include the effect...