By D. Sunshine Hillygus
The use of wedge matters similar to abortion, homosexual marriage, and immigration has develop into ordinary political approach in modern presidential campaigns. Why do applicants use such divisive appeals? Who within the voters is persuaded via those debatable concerns? And what are the implications for American democracy? during this provocative and fascinating research of presidential campaigns, Sunshine Hillygus and Todd Shields determine the kinds of electorate conscious of crusade info, the explanations they're responsive, and the strategies applicants use to sway those pivotal citizens. The Persuadable Voter exhibits how rising info applied sciences have replaced the way in which applicants converse, who they aim, and what concerns they discuss. As Hillygus and Shields discover the complicated relationships among applicants, electorate, and expertise, they demonstrate in all probability troubling effects for political equality and democratic governance.
The Persuadable Voter examines fresh and old campaigns utilizing a wealth of knowledge from nationwide surveys, experimental study, crusade advertisements, archival paintings, and interviews with crusade practitioners. With its rigorous multimethod method and wide theoretical point of view, the booklet bargains a well timed and thorough knowing of voter determination making, candidate procedure, and the dynamics of presidential campaigns.
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Additional resources for The Persuadable Voter: Wedge Issues in Presidential Campaigns
Sample text
Data source is the American National Election Study cumulative file. The fragmentation of campaign dialogue also has potential implications beyond the electoral contest itself. Elections have always been a blunt instrument for expressing the policy preferences of the public, but the multiplicity of campaign messages makes it even more difficult to evaluate whether elected representatives are following the will of the people. Microtargeting enables candidates to focus attention on the issues that will help them win, irrespective of whether they are of concern to the broader electorate.
O. ”9 Identifying who is persuadable and who is not helps to explain why candidates behave the way they do. The key implication of our arguments for campaign strategy is that candidates have an incentive to emphasize wedge issues to appeal to the persuadable voters in the electorate if they cannot win the election with their partisan base alone. Strategic candidates will exploit the tensions that make campaigns matter. By emphasizing the issues that are the source of internal conflict, candidates can potentially shape the vote decision of these persuadable voters.
In talking about the importance of information for campaign strategy, one campaign consultant explained, “I think politics has always been driven by data; it’s just that the data on the electorate was never very accurate. The reason traditional politics has been about class or race politics is because individual policy preferences could only be meaningfully categorized by class or race. ”27 Candidates use information about the voters to target policy appeals in email, direct mail, phone calls, and so on in an effort to prime different individuals to vote on the basis of different issues.
