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Why Campaigns Matter in a Polarized Environment

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Candice Nelson addresses the future of campaigns and elections in a polarized environment from three perspectives: how to understand the electorate, how to inform the electorate, and how to engage the electorate.

Image courtesy of interviewee. March 25, 2024

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This video video discusses the sixth edition of the book "Campaigns and Elections, American Style." It emphasizes the importance of campaigns in a polarized political environment, particularly how candidates convey their messages to voters. The book highlights the shift in voting behavior over the past two decades, noting an increase in college-educated Democrats and a rise in non-college-educated Republicans.

It underscores the significance of various outreach methods, including paid media (TV, radio, digital), earned media, and field operations to inform the electorate, which is increasingly divided along political lines. The authors aim to provide a multifaceted view of campaigns, incorporating insights from both practitioners and academics, allowing readers to understand politics from different perspectives. Ultimately, the book encourages readers to consider multiple viewpoints and approaches to elections and political campaigns.

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X-TIMESTAMP-MAP:LOCAL=00:00:00.000,MPEGTS=900000

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The book is Campaigns

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and Elections, American Style, the sixth Edition.

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One of the things that's important in the book is we

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have contributors who are both,

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practitioners and academics.

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Why campaigns matter in a polarized environment is

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how do candidates get their message out?

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And that's why campaigns matter.

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The biggest difference and the difference has changed over

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the last two decades is that there are more Democrats

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who were college educated

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and there are more Republicans who are not college educated,

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and that, that change in education has really been the

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change in voting behavior.

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Part of it is what the campaigns do in terms of reaching out

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in terms of paid media, earned media,

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digital field work.

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All of those inform the electorate.

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But we have a pretty divided electorate.

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So some people pay attention

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to what's happening on conservative, media.

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Some people pay attention to what's happening on more

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progressive or liberal media.

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Um, but I, I think the best way is just to try

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and get as much information out to potential voters

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as possible through all of those medium

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through paid media, which is tv, radio,

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digital, which the campaigns do through earned media,

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which the campaigns do by reaching out to,

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media and,

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and through, digital and

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and field operations.

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It's important. There are so many opportunities to get

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involved with voters or potential voters these days,

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and it's important that campaigns reach out to all of them.

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One of the things that characterizes this edition

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and the previous five editions is that we have authors

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who are both campaign professionals and academics.

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And so people get both perspectives

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and some of, some of our chapter authors are both.

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So, it, it, there are opportunities

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to look at campaigns from many different ways

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and we hope, the readers will take that away from that.

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People should look at politics from many different

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perspectives, and I think that's what we try to do

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in the book from different perspectives,

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from different partisan perspectives, from different ways

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to think about elections.

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And that's I think what we do very well in the book.

00:00 - The book is Campaigns and Elections, American Style, the sixth Edition. One of the things that's important in the book is we have contributors who are both, practitioners and academics. Why campaigns matter in a polarized environment is

00:22 - how do candidates get their message out? And that's why campaigns matter. The biggest difference and the difference has changed over the last two decades is that there are more Democrats who were college educated and there are more Republicans who are not college educated, and that, that change in education has really been the change in voting behavior. Part of it is what the campaigns do in terms of reaching out in terms of paid media, earned media,

01:01 - digital field work. All of those inform the electorate. But we have a pretty divided electorate. So some people pay attention to what's happening on conservative, media. Some people pay attention to what's happening on more progressive or liberal media. but I, I think the best way is just to try and get as much information out to potential voters as possible through all of those medium

01:36 - through paid media, which is tv, radio, digital, which the campaigns do through earned media, which the campaigns do by reaching out to, media and, and through, digital and and field operations. It's important. There are so many opportunities to get involved with voters or potential voters these days, and it's important that campaigns reach out to all of them. One of the things that characterizes this edition

02:16 - and the previous five editions is that we have authors who are both campaign professionals and academics. And so people get both perspectives and some of, some of our chapter authors are both. So, it, it, there are opportunities to look at campaigns from many different ways and we hope, the readers will take that away from that. People should look at politics from many different perspectives, and I think that's what we try to do in the book from different perspectives,

02:53 - from different partisan perspectives, from different ways to think about elections. And that's I think what we do very well in the book.

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