American Political Science Review . Introduction In Cross Talk , Just, et al. focus on the interactions that make a campaign tick. They use the 1992 election to show how citizens, the media, and candidates interact in what they call a cross talk. The interactions between the three are what make a campaign work. Each entity has something to offer.
Candidates give speeches and advertisements to articulate their messages.
The media provides a method for candidates to reach a large audience. Just, et al. emphasize the constructionist perspective of elections, which is concentrated on the construction of meaning over the course of the campaign between politicians, the media, and citizens. The campaign matters both to the immediate outcome of the election and to the long-term vitality of democratic society. The projection and development of candidate constructs are central to much of the discourse of the campaigns 3. Citizens take part in the campaign cross talk, communicating their concerns and interpreting messages from a variety of sources.