S-Space Researcher Institutes (연구소, 연구원) American Studies Institute (미국학연구소) 미국학 미국학 Volume 34 Number 1/2 (2011)
2010년 미국 중간선거에서 민주당 선거 전략의 특징 : The Democratic Party Election Strategy for 2010 Mid-term Elections
- Issue Date
- 서울대학교 미국학연구소
- 미국학, Vol.34 No.1, pp. 153-180
- Election Strategy(선거전략) ; Democratic Party(민주당) ; Framing(프레이밍) ; Negative Campaign(네거티브 캠페인)
- This paper investigates the Democratic Party election strategy for 2010 midterm elections. The Democratic Party suffered major defeats in many national and state level elections, with many seats switching to Republican Party control. Based on the assumption that defeat in elections might mean defeat in election campaign strategies, this paper identifies four characteristics of the Democratic Party election strategy in the 2010 midterm elections. First, the Democratic Party adopted the anti-Bush strategy. Second, the Democratic Party attempted to equate the Republican Party with the Tea Party movement and claimed Republican goals are inseparable from the Tea Partys. Third, the Democratic Party employed the tactic that portrayed what the Republican Party talks about is so far out of the American mainstream that they represent a clear danger to the political health of the country. Lastly, turning out African Americans became the Democrats central pre-occupation for the midterm elections, and for African Americans the Democratic Party attempted to nationalize the election around Obama and his agenda. The paper concludes that these campaign strategies failed to read voters mind, thus had contributed to the Democratic Partys loss of the elections.