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Platform or Personality?The Role of Party Leaders in Elections$
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Amanda Bittner

Print publication date: 2011

Print ISBN-13: 9780199595365

Published to Oxford Scholarship Online: May 2011

DOI: 10.1093/acprof:oso/9780199595365.001.0001

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(p.1) Chapter One Introduction
Platform or Personality?

Amanda Bittner (Contributor Webpage)

Oxford University Press

This chapter introduces the book, and begins by assessing the implications of voters' evaluations of party leaders for our understanding of representation and democracy. The chapter provides an overview of the main conclusions of the book, including the role of leader evaluation in campaigns, and introduces the possibility that assessment of traits and personality may act as an information shortcut for less informed voters (those with lower levels of political sophistication). The argument that leaders matter — and that they should matter — is introduced.

Keywords:   representation, leaders, campaigns, political sophistication, shortcut, leader evaluation, traits, personality

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