The Persuadable Voter: Wedge Issues in Presidential Campaigns

The Persuadable Voter: Wedge Issues in Presidential Campaigns

by D. Sunshine Hillygus, Todd G. Shields
5.0 1
ISBN-10:
0691143366
ISBN-13:
9780691143361
Pub. Date:
08/10/2009
Publisher:
Princeton University Press
Select a Purchase Option (New Edition)
  • purchase options
    $8.68 $35.00 Save 75%
    • Free return shipping at the end of the rental period details
    • Textbook Rentals in 3 Easy Steps  details
    icon-error
    Note: Access code and/or supplemental material are not guaranteed to be included with textbook rental or used textbook.
  • purchase options
    $29.55 $35.00 Save 16% Current price is $29.55, Original price is $35. You Save 16%.
  • purchase options
    $19.01 $35.00 Save 46% Current price is $19.01, Original price is $35. You Save 46%.
    icon-error
    Note: Access code and/or supplemental material are not guaranteed to be included with textbook rental or used textbook.
  • purchase options

Overview

The Persuadable Voter: Wedge Issues in Presidential Campaigns

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
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

Customer Reviews

Most Helpful Customer Reviews

See All Customer Reviews