Social Sciences and History / Unit 9 SSH 0813 short lesson, about 20 seconds
Why Voters Choose: Party, Issues, Past, Pocketbook
Captions available
The idea
Campaigns must win undecided voters and turn out party voters; primaries turn on name recognition and issues, general elections on mobilization. Most voters follow party; others weigh issues, a candidate's record or promises, their finances, or the candidate's physical characteristics.
In practice
Television for emotion; the Internet for interaction and fundraising.
Where people slip
Incumbents' war chests, franking and gerrymandering, the anchor's three.
Your place on the trail
Every lesson rests on earlier ones and opens later ones. Tap any to jump.
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