The Reasoning Voter: Communication and Persuasion in Presidential Campaigns

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University of Chicago Press, Jun 15, 1994 - Language Arts & Disciplines - 291 pages
3 Reviews
The Reasoning Voter is 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, campaigns do matter.

"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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Review: The Reasoning Voter: Communication and Persuasion in Presidential Campaigns

User Review  - Samuel - Goodreads

It was very interesting and really opened my eyes to the fact that most voters do not have time to look into each candidate but instead use shortcuts and quick pieces of information to make their decision. Read full review

Contents

II
1
III
7
IV
22
V
44
VI
72
VII
96
VIII
115
IX
149
X
167
XI
184
XII
212
XIII
237
XIV
265
XV
293
XVI
313
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