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The Persuadable Voter: Wedge Issues in Presidential Campaigns
     

The Persuadable Voter: Wedge Issues in Presidential Campaigns

5.0 1
by D. Sunshine Hillygus, Todd G. Shields
 

ISBN-10: 0691143366

ISBN-13: 9780691143361

Pub. Date: 08/10/2009

Publisher: Princeton University Press

The use of wedge issues such as abortion, gay marriage, and immigration has become standard political strategy in contemporary presidential campaigns. Why do candidates use such divisive appeals? Who in the electorate is persuaded by these controversial issues? And what are the consequences for American democracy? In this provocative and engaging analysis of

Overview

The use of wedge issues such as abortion, gay marriage, and immigration has become standard political strategy in contemporary presidential campaigns. Why do candidates use such divisive appeals? Who in the electorate is persuaded by these controversial issues? And what are the consequences for American democracy? In this provocative and engaging analysis of presidential campaigns, Sunshine Hillygus and Todd Shields identify the types of citizens responsive to campaign information, the reasons they are responsive, and the tactics candidates use to sway these pivotal voters. The Persuadable Voter shows how emerging information technologies have changed the way candidates communicate, who they target, and what issues they talk about. As Hillygus and Shields explore the complex relationships between candidates, voters, and technology, they reveal potentially troubling results for political equality and democratic governance.

The Persuadable Voter examines recent and historical campaigns using a wealth of data from national surveys, experimental research, campaign advertising, archival work, and interviews with campaign practitioners. With its rigorous multimethod approach and broad theoretical perspective, the book offers a timely and thorough understanding of voter decision making, candidate strategy, and the dynamics of presidential campaigns.

Product Details

ISBN-13:
9780691143361
Publisher:
Princeton University Press
Publication date:
08/10/2009
Edition description:
New Edition
Pages:
280
Sales rank:
915,207
Product dimensions:
5.70(w) x 8.90(h) x 0.70(d)

Table of Contents

List of Illustrations ix
List of Tables xi
Acknowledgments xiii
Chapter One: Wedge Issues in Presidential Campaigns 1
Chapter Two: The Reciprocal Campaign 18
Chapter Three: Measuring the Persuadable Partisan 49
Chapter Four: Capturing Campaign Persuasion 82
Chapter Five: The Republican Southern Strategy: A Case Study of the Reciprocal Campaign 107
Chapter Six: Candidate Strategy in the 2004 Campaign 145
Chapter Seven: Conclusions: Consequences for Democratic Governance 183
Appendix 1: Question Wording and Coding 205
Appendix 2: Content Analysis Coding 214
Appendix 3: Statistical Results 216
Bibliography 223
Index 237

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