By D. Sunshine Hillygus

The use of wedge concerns corresponding to abortion, homosexual marriage, and immigration has develop into average political technique in modern presidential campaigns. Why do applicants use such divisive appeals? Who within the voters is persuaded by way of those debatable matters? And what are the implications for American democracy? during this provocative and interesting research of presidential campaigns, Sunshine Hillygus and Todd Shields determine the kinds of voters attentive to crusade info, the explanations they're responsive, and the strategies applicants use to sway those pivotal electorate. The Persuadable Voter exhibits how rising details applied sciences have replaced the way in which applicants converse, who they aim, and what matters they speak about. As Hillygus and Shields discover the advanced relationships among applicants, citizens, and expertise, they exhibit in all probability troubling effects for political equality and democratic governance.

The Persuadable Voter examines fresh and ancient campaigns utilizing a wealth of information from nationwide surveys, experimental study, crusade advertisements, archival paintings, and interviews with crusade practitioners. With its rigorous multimethod method and wide theoretical standpoint, the booklet bargains a well timed and thorough knowing of voter selection making, candidate technique, and the dynamics of presidential campaigns.