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date: 17 October 2019

Abstract and Keywords

As electorates around the world become increasingly diverse, addressing how electoral persuasion emerges is a major concern. Focusing on the United States, this chapter explores the campaign strategies used by candidates to persuade, mobilize, and target diverse voters. It begins by conducting an exhaustive review of the existing research. After doing so, the chapter concludes that there is still much to be done and highlights particular aspects ripe for future research. In particular, scant attention has been paid to the ways candidates, political parties, and outside groups target African Americans and the extent to which they are persuaded or mobilized by these efforts. A similar need exists with respect to the campaign strategies used to target Asian Americans. Critically, it is important to know whether the electoral tactics, long proven effective for white Americans also work in the same way for voters with distinct political experiences and socialization processes. The remainder of the chapter offers future avenues and directions for scholars wishing to better understand how electoral persuasion operates in diverse electorates.

Keywords: race, black, Latino, immigrants, experiments, campaigns, campaign messaging, advertising, mobilization, GOTV

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