Reasoning Voter Communication and Persuasion in Presidential Campaigns
Edition: 2nd 1994 (Reprint)
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Description: The Reasoning Voteris an insider's look at campaigns, candidates, media, and voters that convincingly argues that voters make informed logical choices. Samuel L. Popkin analyzes three primary campaigns--Carter in 1976; Bush and Reagan in 1980; and Hart, Mondale, and Jackson in 1984--to arrive at a new model of the way voters sort through commercials and sound bites to choose a candidate. Drawing on insights from economics and cognitive psychology, he convincingly demonstrates that, as trivial as campaigns often appear, they provide voters with a surprising amount of information on a candidate's views and skills. For all their shortcomings, campaignsdomatter. "If you're preparing to run a presidential campaign, and only have time to read one book, make sure to read Sam Popkin'sThe Reasoning Voter. If you have time to read two books, readThe Reasoning Votertwice."--James Carville, Senior Stategist, Clinton/Gore '92 "A fresh and subtle analysis of voter behavior."--Thomas Byrne Edsall,New York Review of Books "Professor Popkin has brought V.O. Key's contention that voters are rational into the media age. This book is a useful rebuttal to the cynical view that politics is a wholly contrived business, in which unscrupulous operatives manipulate the emotions of distrustful but gullible citizens. The reality, he shows, is both more complex and more hopeful than that."--David S. Broder,The Washington Post
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List price: $28.00
Copyright year: 1994
Publisher: University of Chicago Press
Publication date: 6/15/1994
Size: 6.00" wide x 9.00" long x 0.75" tall
Acknowledgments Prologue 1. The Reasoning Voter 2. Acquiring Data: The Process of Becoming Informed 3. Going without Data: Information Shortcuts 4. Going beyond the Data: Evidence and Inference in Voting 5. Attributable Benefits and Political Symbols 6. Expectations and Reassessments: Surges and Declines in Presidential Primaries 7. The Democratic Primaries of 1976: Watergate and the Rise of Jimmy Carter 8. The Republican Primaries of 1980: George Bush, Ronald Reagan, and the Legacy of '76 9. The Fight to Redirect the Democratic Coalition in 1984 10. Conclusion Notes Biography Index