Consequences for Democratic Governance
|1.||Individual-level responsiveness to presidential campaigns depends on the strength and consistency of voters' predispositions and on the issue context of the campaign dialogue. Voters facing competing considerations, especially between policy preferences and party identification, are more likely than other voters to rely on campaign information when making up their minds.|
|2.||In an attempt to build a winning coalition between their base supporters and persuadable voters, candidates, motivated by electoral concerns, will target cross-pressured partisans and Independents. The candidates will highlight issues on which these voters disagree with the position taken by the opposing party candidate. In other words, candidates deliberately use wedge issues as part of an electoral strategy.|
|3.||New information and communication technologies have enabled candidates to microtarget different policy messages to different voters, thereby increasing the prevalence and precision of wedge campaign messages.|
Questia, a part of Gale, Cengage Learning. www.questia.com
Publication information: Book title: The Persuadable Voter: Wedge Issues in Presidential Campaigns. Contributors: D. Sunshine Hillygus - Author, Todd G. Shields - Author. Publisher: Princeton University Press. Place of publication: Princeton, NJ. Publication year: 2008. Page number: 183.
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