Hunting the Swinging Voter
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Date
2015-09
Authors
Manning, Haydon Richard
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Copyright 2015 Monash University Publishing
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Monash University Publishing
Abstract
This chapter addresses Liberal and Labor Party efforts to understand swinging
voters and how both parties use polling and focus groups to aid campaigning,
particularly in marginal electorates. Internal party documents and
accounts of interviews with party ‘campaign professionals’ have been used
to illustrate the evolution of sophisticated polling methods. My argument
questions the obsessive use of polls and the implications for party organisation
of the carefully stage-managed nature of modern election campaigns.
Arguably the work of campaign professionals tends to foster such a high
degree of cynicism among voters that more votes are probably lost than
are won by their efforts. The assumptions made by campaign professionals
about voters may, however, lack firm foundation. This chapter questions the
emphasis that campaign professionals have placed on the swinging voter and
further considers how the stress on opinion polls has affected the internal
dynamics of modern parties, especially in relation to leadership.
Description
This chapter has been made available with the permission of the publisher.
Haydon Manning, 'Hunting the Swinging Voter', in Contemporary Australian Political Party Organisations, edited by Narelle Miragliotta, Anika Gauja and Rodney Smith. Monash University Publishing; Clayton, Victoria. 2015. http://www.publishing.monash.edu/books/cappo-9781922235824.html
Keywords
Voters, Elections, Swinging voters, Politics, Australian politics, Opinion polls
Citation
Haydon Manning, 'Hunting the Swinging Voter', in Contemporary Australian Political Party Organisations, edited by Narelle Miragliotta, Anika Gauja and Rodney Smith. Monash University Publishing; Clayton, Victoria. 2015.