Case studies and campaign fundraising and spending figures from the 2018 midterm elections Influence of the #MeToo movement and unprecedented numbers of female activists and donors. Analysis of the Democratic takeover of the House of Representatives. The rise of super PACs and 501(c) organizations that exist for the sole purpose of advancing the career of an individual candidate and can raise money from sources and in amounts prohibited to the candidate The increased influence of wealthy individuals and groups on the conduct of congressional campaigns The use of social media and the Internet to raise money, communicate with voters, recruit volunteers, and pretest television ads Updated coverage of campaign strategy and communications includes the use of big data, microtargeting, and social media Introduction of new convenience voting methods in many states Introduction of other state reforms, such as redistricting commissions and California’s top-two primary system

Candidates, Campaigns, and Electoral Success

Chapter 9 Candidates, campaigns, and electoral success

During the golden age of parties, party loyalties dominated the voting decisions of the vast majority of citizens and were the chief determinants of the outcome of most congressional elections. Since then, incumbency has become increasingly important in influencing congressional voting. The decline of voter partisanship in the 1960s and 1970s led to the partial replacement of party-based voting cues with cues based on incumbency.1 Incumbents’ becoming better skilled at taking advantage of the perks of office also contributed to their increased reelection rates.2 During the 1980s the growth in the number of congressional districts dominated by voters of one party and the increased inequalities in financial and other campaign resources available to ...

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