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The Reasoning Voter: Communication and Persuasion in Presidential Campaigns by Samuel L. Popkin

The Reasoning Voter: Communication and Persuasion in Presidential Campaigns

by Samuel L. Popkin
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Book cover type: Paperback
  • ISBN13: 9780226675459
  • Binding: Paperback
  • Subject: N/A
  • Publisher: University of Chicago Press
  • Publisher Imprint: University of Chicago Press
  • Publication Date:
  • Pages: 332
  • Original Price: USD 30.0
  • Language: English
  • Edition: 2 SUB
  • Item Weight: 454 grams
  • BISAC Subject(s): Political Process / Campaigns & Elections

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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