Book Search:  

 

 
Google full text of our books:

bookjacket

The Persuadable Voter:
Wedge Issues in Presidential Campaigns
D. Sunshine Hillygus & Todd G. Shields

Winner of the 2009 Robert E. Lane Award for the Best Book in Political Psychology in 2008, Political Psychology Section of the American Political Science Association

Paperback | 2009 | $29.95 / £19.95 | ISBN: 9780691143361
272 pp. | 5 x 8 | 21 line illus. 17 tables.
| SHOPPING CART

eBook | ISBN: 9781400831593 |
Our eBook editions are available from these online vendors

Reviews | Table of Contents
Chapter 1 [HTML] or [PDF] pdf-icon

Google full text of this book:
 

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.

Review:

"[P]ath-breaking. . . . The authors' novel approach to identifying both persuadable voters and effective micro-targeting techniques provides the most powerful evidence for their argument. The Persuadable Voter reminds us that, overall, the outcome of elections and the face of politics hinge on the ability of parties, candidates, and voters to adapt to each other and to the changing nature of political appeals."--David A. M. Peterson, Science

"In their outstanding study, Hillygus and Shields take what appears to be a singular topic--how wedge issues affect presidential campaigns--and fully develop a theoretical and empirical analysis of presidential campaigns, voting behavior, electoral strategies, and message framing. . . This work alone should expand the field of research on campaigns, elections, and voter behavior to new areas."--J. Michael Bitzer, Choice

"The Persuadable Voter is clearly a well researched book, with sound arguments and complex methodologies to back these arguments up."--Mark Rice, In-Spire, Journal of Law, Politics and Societies

"Written in an accessible style, The Persuadable Voter is an engaging reading, especially distinguishing itself in clarity and the high currency of the themes examined. It is certain to benefit the general public as well as a specialized audience, political and social scientists, journalists and politicians alike."--Adriana-Cecilia Neagu, ABC Journal

More reviews

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

Links:

Subject Area:

Shopping Cart:

  • For ebooks:

Our eBook editions are available
from these online vendors:

  • Amazon Kindle Store
  • Apple iBooks
  • Barnes & Noble Nook Store
  • Google Play eBook Store
  • Kno eBook Store
  • Kobo eBook Store
  • Many of our ebooks are available through
    library electronic resources including these platforms:

  • Books at JSTOR
  • Ebrary
  • Ebook Library
  • EBSCO Ebooks
  • MyiLibrary
  • Dawsonera (UK)

  • Shopping Cart:

    • For hardcover/paperback orders:

      For hardcover/paperback orders in the United States, Canada, Latin America, Asia, and Australia

      Paperback: $29.95 ISBN: 9780691143361

      For hardcover/paperback orders in Europe, Africa, the Middle East, and India, and Pakistan

      Paperback: £19.95 ISBN: 9780691143361

      Add to shopping cart

      Prices subject to change without notice

      File created: 11/10/2014

    Questions and comments to: webmaster@press.princeton.edu
    Princeton University Press

    New Book E-mails
    New In Print
    PUP Blog
    Videos/Audios
    Princeton APPS
    Sample Chapters
    Subjects
    Series
    Catalogs
    Princeton Legacy Library
    Textbooks
    Media/Reviewers
    Class Use
    Rights/Permissions
    Ordering
    Recent Awards
    Princeton Shorts
    Freshman Reading
    PUP Europe
    About Us
    Contact Us
    Links
    F.A.Q.
    PUP Home


    Bookmark and Share
    Send me emails
    about new books in:
    Political Science and International Relations
    More Choices