Smanik 1

Madeline Smanik
Dr. Douglas Bruce
CO 346-51
5 December 2014
Florida 2014 Gubernatorial Race
The United States 2014 midterm elections resulted in an exciting number of
victories for the Republican Party and devastating defeats for the Democrats. Wins for the
GOP were experienced in statewide elections such as the Florida gubernatorial race.
After the difficulties experienced by Florida during the 2000 presidential election,
the swing state was hardly optimistic about another close race. But a competitive, nearly
even election is exactly what they faced this year.
In one of the closest and most competitive races of the year, Florida Governor
Rick Scott won reelection when he defeated Charlie Crist by just 1.1% of the vote.
However, this close margin was not reflected in the vast amount of money spent and the
equally large number of advertisements aired. The Daytona Beach News-Journal
described the campaign as one of the nastiest and most expensive governors races in
Florida history (Larrabee and Kam). Negativity and harsh criticisms came from both
candidates and were consistently heard throughout the campaign.
Before this years race, Crist successfully ran for governor of Florida as a
Republican in 2007 and served until the end of his term in 2011. After one term, he left to
pursue a seat in the Senate. He lost the GOP primary, so he ran as an Independent.
Unfortunately for him, he was unsuccessful. After his failed bid for the Senate, he then

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joined the Democratic Party in 2012 and won the Florida gubernatorial Democratic
primary in the summer of 2014 (Miller).
Scott succeeded Crist as governor of Florida and took office in January 2011.
Public Policy Polling determined that by the end of that year, Scott had an approval rating
of just 26% (Buzzacco-Foerster).
Throughout his first two years in office, Scott continuously emphasized jobs,
probably due to the high unemployment he faced upon first entering office (BuzzaccoFoerster). According to The Ledger.com, Florida had a seasonally adjusted
unemployment rate of 10.9% in January 2011 when Scott was inaugurated. By the end
of 2012, unemployment in Florida was lower than it had been in four years at 8.1%
(Buzzacco-Foerster). According to Naples Daily News, in December 2012 Scott says the
state is clearly on the right track for greater job creation (Buzzacco-Foerster). The
decreasing rate of unemployment reflected his view of the state economy.
In March 2013, Floridas Lieutenant Governor Jennifer Carroll had to resign when
a nonprofit organization for which she served as a consultant was found to have seriously
misled donors. According to ABC News, Of the $300 million in proceeds from the
gambling centers run by a purported non-profit called Allied Veterans of the World, only
2 percent of the money went to charitable organizations, according to police (Ng). More
than 57 people were charged in the case (Ng). Carroll was not one of those charged,
however. But according to ABC News, She even appeared in a commercial for the
organization (Ng). Due to her connection to the fraudulent practice, she decided to step
down from her state office. In January 2014, Scott appointed Carlos Lopez-Cantera to
Carrolls old position of lieutenant governor (Bay News).

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In 2014, Scott ran for reelection against Democratic nominee and former Florida
governor Crist. This time, Scott was facing a charismatic former governor who enjoyed
high approval ratings during his four years in the states top job (Larrabee and Kam).
The challenge presented by Crist became evident in the comparably excessive spending
by Scott and the GOP.
With less than two months until the election, the GOP spent more than twice as
much on the Florida gubernatorial campaign as the Democrats. In mid-September, the
Republican Governors Association had already contributed $11.2 million to Scotts
campaign. In comparison, the Democratic Governors Association had contributed $5.6
million to Crist (Bousquet and Caputo). The Democrats were spending half as much as
the Republicans and gaining almost the same results.
By the end of September, Scott and his party had purchased almost three times as
much airtime as Crist and his party had. However, the candidates remained within two
percent of each other in the polls (Cotterell). Crist seemed to be gaining more votes per
dollar than Scott.
I evaluated this campaign as a rhetorical critic, analyzing negativity through
advertising, speech, and voter perception. I looked at the amount of money spent on
advertising specifically negative and mixed advertising by the candidates, their
respective parties, and political action committees. I also found data for the number of
advertisements aired by each side, including the number of positive, negative, and mixed
advertisements. In addition, I looked at the speech used by candidates in communicating
negative messages about one another. Finally, I found voter responses and reactions to

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these messages. I evaluated this gubernatorial race as a neutral observer, putting aside my
own political bias.
Overall, negativity played a starring role in this campaign. The majority of
advertising took the form of negative political commercials.
Scott claimed that his role as governor including fixing the mistakes made a few
years earlier by former governor Crist. He often implied that Crist was fiscally
irresponsible (Smith, Column).
According to the St. Augustine Record, the Center for Public Integrity studied the
Florida gubernatorial campaign advertisements to determine the frequency of negative
advertising.
According to the Center for Public Integrity, Floridas gubernatorial election was
the most negative out of all the races this year. Florida also had the most negative ads in
the nation, with more than 96,600 airings of attack ads more than the total number of
political ads that ran in 39 states (Beckel).
Also according to the Center for Public Integrity, political advertisements for
Florida statewide campaigns not just those for the gubernatorial race ran about
190,600 times this year (Florida).
The Republican Party of Florida ran 44,100 negative advertisements and 24,700
mixed advertisements, all targeting Crist. In contrast, the party ran only 9,775 positive
advertisements in support of Scott (Florida). The Florida Democratic Party, by
comparison, ran 27,200 negative advertisements and merely 5,729 mixed advertisements
against Scott. They ran 11,000 positive advertisements for Crist (Florida).

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Scotts donors sponsored 4,531 negative advertisements against Crist and 607
advertisements for Scott. Meanwhile, Crists donors aired 1,091 mixed advertisements
and 526 negative advertisements against Scott. They also sponsored 1,429 positive
advertisements for Crist (Florida).
Political action committees contributed their share of negative marketing. Lets
Get to Work aired 11,700 negative advertisements, the NRA Political Victory Fund aired
108, and the Committee for Effective Representation aired 139 (Florida). Partnership
for Floridas Future, Inc. aired 166 mixed advertisements and Lets Get to Work aired
5,366. All of these commercials attacked Crist (Florida). Negative advertisements
aimed at Scott included 4,969 from NextGen Climate Action Committee Florida and 12
from Floridians for Clean Energy (Florida). Mixed advertisements that attacked Scott
totaled 40 from SAVE Action PAC which also targeted attorney general Pam Bondi
and 627 from NextGen Climate Action Committee Florida (Florida).
Surprisingly, the polling numbers and the election results did not correlate well
with these findings. Despite spending much more money and airing far more
advertisements, Scott only pulled ahead by a comparatively tiny margin. The Center for
Public Integrity reported that Florida was the most costly of all the gubernatorial races
this year, with ads supporting Republican Gov. Rick Scott outnumbering ads
supporting Democratic nominee Charlie Crist and his running mate by almost 2-to-1
(Beckel). Scott spent more money than Crist, yet he earned a very similar number of
votes.
For the governors race, $98.1 million was spent on TV advertising alone
(Florida).

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The Republican Party of Florida spent about $47.7 million. Of that money, $25.9
million was for negative advertisements, and $14.8 million was for mixed advertisements
(Florida). The Florida Democratic Party spent approximately $27.1 million, with $16.3
million for negative political commercials and $3.9 million for mixed commercials
(Florida).
Lets Get to Work spent about $10.8 million on their advertisements, which
included $4.6 million for negative advertisements and $2.8 million for mixed
advertisements against Crist (Florida). NextGen Climate Action Committee Florida
spent approximately $5.9 million. This encompassed $5 million for negative
advertisements as well as $836,600 for mixed advertisements against Scott (Florida).
Rick Scotts donors contributed $3.8 million for advertisements. Their negative
advertisements cost $3.3 million (Florida). Donors supporting Charlie Crist spent about
$2.1 million on advertising, with $591,700 for mixed advertisements and $384,800 for
negative advertisements (Florida).
The NRA Political Victory Fund spent approximately $416,800 total on
advertising. Of the messages they paid for, the negative advertisements against Crist cost
$107,100 (Florida). The Committee for Effective Representation spent $204,800 on
negative political commercials in opposition to Crist, while the Partnership for Floridas
Future, Inc. spent $186,100 on mixed advertisements that were aimed at Crist (Florida).
However, Floridians for Clean Energy and SAVE Action PAC spent considerably less
than the other political action committees. Floridians for Clean Energy spent $10,900 on
negative advertisements against Scott, and SAVE Action PAC spent $10,000 on mixed

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advertisements aimed at Scott and Bondi (Florida). Clearly, the money in this race
came from a variety of sources.
In advertisements and in campaign appearances, Scott was repetitive and
consistent in his comparison of Crist and President Obama. Specifically, one of Scotts
advertisements criticized Crists support of the Affordable Care Act (Caputo and
Bousquet). A Tampa Bay Times column reported what Scott said about Crist at a Labor
Day rally. Charlie ran the state into the ground. Its Barack Obama in Florida. Barack
Obama thinks money grows on trees. Charlie Crist thinks the same way. He would spend
money on anything and everything if he could (Smith, Column). Scott uses several
different tactics here to cause damage to Crists political image. First, he refers to Crist
and Obama by their first or full names and does not use any titles such as President
Obama. He does this to create an image of an irresponsible and immature individual
rather than a dignified leader. Scott also draws blatant parallels between the two
Democratic politicians. In addition, he makes sweeping generalizations without specific
evidence. In this method of communication, Scott works against Crist by aiming negative
commentary at Crists image.
Crist indirectly fought against his party switch by emphasizing consistency in his
campaign. He finished his advertisements with the message, Always have, always will.
He constantly reiterated his reliability and his commitment to Florida.
Scott made several promises about putting more money into education and
environmental issues (Smith, Column). However, Crist said this was nothing more than
a political strategy. Hes trying to be more like me, and I understand it because we do

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whats right for people and he does whats right for corporations, Crist said (Smith,
Column).
Smith summed up the candidates comments about each other. Crist depicts Scott
as a heartless corporate sleaze, while Scott talks about Charlie as if hes a phony
lightweight (Smith, Column). Both politicians were outspoken and did not hold back
from criticizing one another.
Negativity was present even during debates. During the first debate of the race,
Crist voiced his support for raising the minimum wage to $10.10. Scott shot down this
idea, saying that a wage hike would decrease the number of jobs. Later, Crist called Scott
out-of-touch and Scott emphasized that Crist is irresponsible (Sun-Sentinel).
The second debate was somewhat more eventful. Crist brought a small electronic
fan with him, and it was placed underneath his podium. Scott became aware of a debate
rule banning any electronic devices, and initially refused to go on stage. For about seven
minutes, Crist stood on stage while the moderators tried to figure out if Scott was going
to come on stage. Eventually, he appeared on stage and the debate proceeded.
Afterward, the news media promptly and dramatically dubbed it fangate.
However, the voters seemed to be mostly apathetic on the incident. But that didnt stop
Crist from capitalizing on Scotts snafu. Not long afterward, Crist began selling paper
fans that read Im a fan of Charlie Crist. He took full advantage of a situation that
favored him.
Fangate had virtually no impact on the polls or the ultimate result of the
election. Crist was in the lead in Real Clear Politics polls after this debate and also just
before the election. However, the lead was small enough that it was within the margin of

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error. The margin of error demonstrated its importance when Scott won despite Crists
lead.
The third debate took place near the end of October. During the debate, the
candidates doled out several personal attacks. Scott stated that Crist grew up in a wealthy
family and therefore did not understand the struggles of the middle class. Crist claimed
that Scotts own net worth is $100 million or $200 million (Killough).
The rampant and unceasing negativity of both campaigns led to voters overall
dislike of both candidates (Rufty).
Crist demonstrated an understanding of voters view of his party history. He used
the Always have, always will message to convey that he was reliable, not indecisive.
However, one message was not enough and he definitely should have done more. Most
candidates attempt to appear moderate once they have received their partys nomination.
Crist should have taken a different approach. He had a unique situation that called for
unique tactics instead of the usual standard. Crist should have made his stance more
clearly Democratic and liberal in order to win his partys favor and support. Democrats
across the nation failed to vote for their party in this election by simply not voting at all.
To rally the party and motivate them to vote, Crist should have reached out more.
He did have several notable Democrats speak on his behalf, however. Hillary
Clinton attended a fundraiser for Crist (Merica). Both former President Bill Clinton and
current First Lady Michelle Obama gave speeches at rallies for Crist (Associated Press;
Sanders and Smith). President Obama recorded a radio advertisement encouraging voters
to choose Crist (Hohmann).

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Despite the rampant negativity of the race, the parties remained optimistic about
their respective candidates success. With less than one week until the election, 76
percent of Democrats and 78 percent of Republicans in Florida expected their candidate
to win (Smith, Florida Insider Poll).
At the same time, many Independents were expressing support for Democrat
Crist. A Quinnipiac University poll showed, Thursdays poll showed Crist leading Scott
47 percent to 29 percent among independent voters, with 16 percent favoring Wyllie
(Reuters).
Even though they had harsh criticisms for one another, Scott and Crist did not run
polar-opposite campaigns. Both politicians agreed on the need for expansion and
development of Medicaid (Man and Sweeney). Also, both candidates devoted a
significant portion of their social media accounts to reaching out to the Hispanic
community. Spanish-speaking Floridians could find many posts and graphics on each
candidates accounts that were entirely in Spanish.
Surprisingly, both candidates demonstrated graciousness and a lack of negativity
in concluding their campaigns. Crist posted to Twitter, Thank you to everyone who was
a part of this incredible journey. Together, as one Florida, we move forward (Crist) He
refrained from criticizing his opponent or detracting from the legitimacy of the peoples
vote. Scott posted a simple Thank you, Florida! with a picture of himself, his wife, and
some of his supporters (Scott). Despite the overly negative campaign, both candidates
actually ended their bids for governor in a polite and appropriate way.
The negativity with which each candidate spoke of the other during the rest of the
campaign seemed to effectively make its way to the minds of the constituents. As the race

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picked up speed before Election Day, voters grew to feel dislike for both candidates. In
his column in the Tampa Bay Times, Adam C. Smith stated, In person, the animosity
Crist and Scott display for each other looks entirely heartfelt. Given the deluge of
negative TV ads, it may be only a matter of time before most voters agree with both of
them. Smith was, in fact, correct. Voters did not like either candidate, regardless of their
own party.
According to the Tallahassee Democrat, More voters say they have an
unfavorable view of each candidate than those who hold a favorable view (Gomez). The
article cites the negative political campaigning as the cause of this view. One of the main
reasons behind that lack of enthusiasm for the major-party candidates is the blitz of
negative advertising seen throughout the campaign (Gomez).
The 2014 midterm elections set some unfortunate records. Voter apathy was
indicated by the dismal turnout. Only 36.4% of eligible voters actually voted in this
years electionsthe lowest number in seven decades (Florida Governor Elections).
The campaign was stacked in Scotts favor from the start. Not only was Scott an
incumbent running for reelection, but he also is a Republican in a year of overall GOP
electoral victory. Constituents who view the government in a negative light are motivated
to vote by their dissatisfaction. The majority of these Floridians voted for Scott, the
Republican candidate.
In an exit poll, 62% of voters described the countrys government as seriously
off on the wrong track. Of these voters, 64% voted for Scott (Florida Governor
Elections). In the same poll, only 32% of voters said that the nation is generally going
in the right direction. Of these constituents, 81% voted for Crist (Florida Governor

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Elections). This is reflective of how the majority of midterm elections turned out this
year. Republicans were unhappy and showed up at the polls. Democrats were either
content or apathetic and stayed home. Turnout worked in favor of the GOP.
In addition, Crist simply did not stir up the Democrats support that he would
have needed to win. An article from Reuters summed up the main reason for Crists loss.
A former Republican turned Democrat, Crist failed to inspire the partys base,
particularly in key urban areas, exit polls showed (Adams).
The race culminated in a resulting margin of 1.1%. Scott won with 48.2% of the
vote, while Crist received 47.1% and Wyllie received 3.8% (RealClearPolitics). This is
not the only time that Florida has experienced an uncomfortably close election in recent
years. Adams states, Most notably, Florida became the key battleground when the 2000
race between Republican Texas Governor George W. Bush and Democratic Vice
President Al Gore was too close to call nationally. Unlike some other states, Florida is
all too familiar with close elections.
However, this was far from unexpected. The polls were consistently close and
almost always within the margin of error. A reporter at CBS Miami even predicted that
the election would potentially require a recount (Nelson).
Even though the country is two years away from the next presidential election, the
significance of this vote for Florida is already being debated. In a Reuters article titled
Governor Scotts win in Florida provides lessons for 2016, David Adams describes the
influence of Floridas electoral votes. He states, In the last 10 presidential contests, the
state has voted for the winning candidate nine times, nearly evenly split between
Republican and Democratic hopefuls. However, Adams also points out that while a

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gubernatorial election can be an indicator of the result of a future presidential election,
that is not always the case. Twice over the last six years Florida voted for U.S. President
Barack Obama, and political observers warned against reading too much into the
Republican Partys win on Tuesday when looking ahead to the 2016 presidential
elections (Adams).
In conclusion, Scott clearly needed to work harder to gain support than Crist did.
He spent astronomically more money than Crist and aired far more campaign
advertisements, yet he just barely won the election. However, both candidates were
efficient and effective at communicating their negative messages about each other. The
same cannot truly be said about how they communicated their own policies. The
influence, whether intended or not, of the negative campaigns on voters opinions
demonstrated the effectiveness of the advertising method used by both candidates in this
race.

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Beckel, Michael. "Nearly 100,000 Negative Ads Helped Turn Tide in Florida Elections."
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Broadcasting System, 22 Oct. 2014. Web. 25 Oct. 2014.

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