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Bases Loaded – How US Presidential Campaigns Are Changing and Why It Matters - Oxford Scholarship Online
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Bases Loaded: How US Presidential Campaigns Are Changing and Why It Matters

Costas Panagopoulos


Over the past few decades, a fundamental shift in political campaign strategy has been afoot in U.S. elections: Political campaigns have been gradually shifting their attention away from swing voters toward their respective, partisan bases. Independents and weak partisans have been targeted with less frequency, and the emphasis in contemporary elections has been on strong partisans. This book documents this shift—away from persuasion toward base mobilization—in the context of U.S. presidential elections and explains that this phenomenon is likely linked to several developments, including advan ... More

Keywords: microtargeting, persuasion, voter mobilization, voting behavior, presidential elections, campaign strategy, partisan polarization, swing voters, party base

Bibliographic Information

Print publication date: 2020 Print ISBN-13: 9780197533062
Published to Oxford Scholarship Online: October 2020 DOI:10.1093/oso/9780197533062.001.0001


Affiliations are at time of print publication.

Costas Panagopoulos, author
Professor and Chair, Department of Political Science, Northeastern University