The Next Hurrah: The Communications Revolution in American Politics

Readers may be horrified at the potential political-campaign marketing projected by this study, but they will nonetheless be intrigued. Armstrong, a direct-mail executive, covers the new communication technologies and shows how they have changed the political process in the U.S. Interestingly, he maintains that direct mail is dying as a political device because of growing illiteracy in the country. But he catalogues techniques that will replace it, particularly telemarketing, the marriage of an ordinary telephone to a computer; cable television, which is not only inexpensive but can be targeted geographically, demographically and psychographically; and satellites, which make it possible for a candidate to reach selected areas or all parts of the nation simultaneously. Then there are such innovations as electronic mail, bidirectional cable and videotex. The book is crucial not ony for candidates and campaign workers but also for those who cast ballots. (April)