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.

The Persuadable Voter: Wedge Issues in Presidential Campaigns

Politics & Social Sciences

Hillygus, D. Sunshine

Shields, Todd G.

Social Sciences

Princeton University Press

The Hard Count: The Political and Social Challenges of Census Mobilization

American democracy relies on an accurate census to fairly allocate political representation and billions of dollars in federal funds. Declining participation in previous censuses and a general waning of civic engagement in society raised the possibility that the 2000 count would miss many Americans―disproportionately ethnic and racial minorities―depriving them of their share of influence in American society and yielding an unfair distribution of federal resources. Faced with this possibility, the Census Bureau launched a massive mobilization campaign to encourage Americans to complete and return their census forms. In The Hard Count, former Census Bureau director Kenneth Prewitt, D. Sunshine Hillygus, Norman H. Nie, and Heili Pals present a rigorous evaluation of this campaign. Can a busy, mobile, disengaged public be motivatived to participate in this civic activity? Using a rich set of data and drawing on theories of civic mobilization, political persuasion, and media effects, the authors assess the factors that influenced participation in the 2000 census.. The Hard Count profiles a watershed moment in the history of the American census. As the mobilization campaign was underway, political opposition to the census sprang up, citing privacy issues and seeking to limit the kind of data the census could collect. Hillygus, Nie, Prewitt, and Pals analyze the competing effects of the mobilization campaign and the privacy controversy on public attitudes and cooperation with the census. Using an internet based survey, the authors tracked a representative sample of Americans over time to gauge changes in census attitudes, privacy concerns, and their eventual decision whether or not to return their census form. The study uniquely captures the public's exposure to census advertising, community mobilization, and news stories, and was designed so people could view video clips and photos of actual campaign advertisements on their sets in their homes. The authors find that the Census Bureau campaign did in fact raise awareness of the census and census participation. The mobilization campaign was especially effective at increasing participation among groups historically undercounted by the census. They also find that census participation would have been higher if not for the privacy controversy, which discouraged many people from cooperating with the census and led others to omit information from their census form. The findings of The Hard Count have important policy implications for future census counts and offer theoretical insights regarding the influence of mobilization campaigns on civic participation. The goal of full and equal cooperation with the decennial census and other government surveys is an important national priority. The Hard Count shows that a mobilization campaign can dramatically increase voluntary participation in the decennial headcount and identifies emerging social and political challenges that may threaten future census counts and contribute to the growing fragility of our national statistical system.. A Volume in the Russell Sage Foundation Census Series

History

Prewitt, Kenneth

Nie, Norman H.

Pals, Heili

Americas

Russell Sage Foundation

In 2016, 90% of young Americans reported an interest in politics. 80% intended to vote. Yet only 43% of people between the ages of 18 and 29 ended up actually casting a ballot. Making Young Voters investigates what lies at the core of this gap. The authors' in-depth, interdisciplinary approach reveals that political apathy is not the reason for low levels of youth turnout. Rather, young people too often fail to follow through on their political interests and intentions. Those with 'noncognitive' skills related to self-regulation are more likely to overcome internal and external barriers to participation. This book combines theory from psychology, economics, child development, and more to explore possible solutions rooted in civic education and electoral reform. This potentially paradigm-shifting contribution to the literature of American politics serves to influence not only our understanding of voter turnout, but also the fundamental connections between the education system, electoral institutions, and individual civic behavior in a democracy. How young people vote affects not only each individual future, but that of the United States, and of us all.

Making Young Voters: Converting Civic Attitudes into Civic Action

Holbein, John B.

Politics & Government

Cambridge University Press

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