PRODUCING POLITICS

A study of the secret machinery of politics that interprets the polls, creates the advertisements, and advises the candidates.

Sociology professor Laurison, who worked on Barack Obama’s 2008 campaign, draws on interviews with the well-paid professionals (all pseudonymous) of a shadowy business. The author strikes a fairly even balance between Democrats and Republicans. Nearly all are White, college-educated, and from well-off families—a long way from the composition of the national polity. While most genuinely believe that a victory for their favored candidate will make the country better, they often see voters as passive players to be subdivided by various traits and manipulated for their votes, mostly via data. They see the candidate as a bundle of positive and negative characteristics whose main roles are to shake hands, raise money, and give tailored speeches. Working on a campaign is a grueling, exhausting job. Laurison asks, are they effective? Even successful politicos acknowledge that a great deal is out of their hands, determined by the broader environment and thematic issues. The author cites convincing research to show that campaign advertising, for example, does not do much, and voter attitudes are very difficult to change. One of the few campaign activities that seems to make a difference is grassroots contact, especially useful in reaching disinterested voters. But volunteer-based fieldwork is an area that professionals largely disregard. Laurison’s conclusions are interesting, but his own views occasionally distract from his reasoned analysis. Because he clearly loathes Trump and dislikes those who support him, he offers little examination of his 2016 campaign. If nothing else, Trump’s tactics—as dirty as they were—serve as intriguing examples of a successful insurgency campaign. Nevertheless, Laurison makes many important points about how politics reached its current state and where it might go from here.

With the midterm elections looming, this detailed study of how campaigns work shines valuable light into dark corners.