What kind of person do we want in the
White House? How do Presidential
candidates get nominated? Does ad-
vertising really "sell" a Presidential
candidate? How can the process of
nomination and election to the Presi-
dency be made more representative
and responsible?
In Choosing the President, noted au-
thorities examine these questions and
others, analyzing through recent events
the changing rules of "eligibility," the
influence of mass media campaigns,
and the strategies of organizing a cam-
paign. In addition, the contributors
discuss the nominating procedure, the
effects of recent reforms, and possible
future reforms of candidacy, cam-
paigns, and election processes.
Separate chapters in Choosing the
President deal with the cultural and
sociological factors which influence
the public s choice of the President, as
well as the growing trend toward dis-
trust, fragmentation of p~rty loyalty,
and non-participation of well-informed
voters.
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