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

Methods of campaign financing have been controversial since George Washington first ran for office, and debates over campaign finance reform have raged just as long. Contemporary critics of reform often contend that it would decrease electoral competition, voter turnout, and the amount of information voters receive about candidates. Money Matters subjects these criticisms to careful, systemic analysis—using simulations, aggregate vote analyses, and individual-level data analyses based on House elections—and concludes that reform, with modest public subsidies and spending limits, would enhance rather than diminish the U.S. system of democratic governance. This timely book helps bridge the gap between quantitative academic research and applied progressive reform efforts. It will be of interest to scholars and students of political parties, the legislative process, campaigns and elections, political institutions, public policy, and political behavior and methodology.

Money Matters: Consequences of Campaign Finance Reform in House Elections

GOIDEL, ROBERT K.

GROSS, DONALD A.

Politics & Government

Rowman & Littlefield Publishers

Methods of campaign financing have been controversial since George Washington first ran for office, and debates over campaign finance reform have raged just as long. Contemporary critics of reform often contend that it would decrease electoral competition, voter turnout, and the amount of information voters receive about candidates. Money Matters subjects these criticisms to careful, systemic analysis_using simulations, aggregate vote analyses, and individual-level data analyses based on House elections_and concludes that reform, with modest public subsidies and spending limits, would enhance rather than diminish the U.S. system of democratic governance. This timely book helps bridge the gap between quantitative academic research and applied progressive reform efforts. It will be of interest to scholars and students of political parties, the legislative process, campaigns and elections, political institutions, public policy, and political behavior and methodology.

Money Matters

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