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The Affect EffectDynamics of Emotion in Political Thinking and Behavior$
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George E. Marcus, W. Russell Neuman, and Michael MacKuen

Print publication date: 2007

Print ISBN-13: 9780226574417

Published to Chicago Scholarship Online: March 2013

DOI: 10.7208/chicago/9780226574431.001.0001

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PRINTED FROM CHICAGO SCHOLARSHIP ONLINE (www.chicago.universitypressscholarship.com). (c) Copyright University of Chicago Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in CHSO for personal use.date: 24 September 2021

Meaning, Cultural Symbols, and Campaign Strategies

Meaning, Cultural Symbols, and Campaign Strategies

(p.291) Chapter Twelve Meaning, Cultural Symbols, and Campaign Strategies
The Affect Effect

David C. Leege

Kenneth D. Wald

University of Chicago Press

This chapter, which argues for emotion's central role in cultural politics, first introduces a theory of cultural politics followed by the dynamics of political campaigns. It then evaluates how emotions are applied to mobilize or demobilize target groups within rival political coalitions. Emotions play a key role in long-term electoral transitions. Modern campaign industries make cultural politics powerful. White evangelical Protestants and white business and professional women have played key roles in the realignment and mobilization of the political parties, and white business and professional women have become a new base of the Democratic Party. The crucial assumption of affective intelligence theory implies that the voter is faced with a binary decision. But voters have a third option, abstention, which they often exercise when faced with unpalatable alternatives.

Keywords:   emotion, cultural politics, political campaigns, political coalitions, electoral transitions, white evangelical Protestants, white business, professional women, Democratic Party

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