The most prominent debate between Alan Abramowitz and Kyle Saunders on one side, and Morris Fiorina and Samuel Abrams and colleagues on the other went in circles, largely because of disagreements in the definition and measurement of polarization (Saunders and Abramowitz Reference Saunders and Abramowitz2004; Abramowitz and Saunders Reference Abramowitz and Saunders2005, Reference Abramowitz and Saunders2008; Abramowitz and Stone Reference Abramowitz and Stone2006; Fiorina and Abrams Reference Fiorina and Abrams2008; Abramowitz Reference Abramowitz2010; Abrams and Fiorina Reference Abrams and Fiorina2012; Fiorina Reference Fiorina2013). 0000008521 00000 n 4 Completeness. Although some may argue that focusing on the hallmark characteristics of a single communication platform limits the generalizability of the argument and findings of this book, I disagree. 2 Lelkes defines ideological divergence as the degree to which the distribution of ideology has moved apart and ideological consistency as consisting of two components: sorting, or the degree to which ideology matches identity, and constraint, or the correlation between issue positions (Lelkes Reference Lelkes2016, p. 394). This book maps the political economy approach and examines the history and present state of how communication scholars have used it. The first survey included both Facebook users and non-Facebook users. When they returned for the lab portion of the study, they received their post with the feedback that they were led to believe (temporarily, at least) had been generated by other study participants. Whether its a tweet, a speech, or a press release, nothing is as disastrous as misreading your audience. 3 The study of psychological forms of polarization has almost primarily studied attitudes toward partisan groups. Her sister inevitably makes discussions at holiday meals awkward when she attacks the views of their uncle, but it only happens a couple of times a year. Its important to develop a variety of key skills so you can as be effective as possible and avoid common pitfalls. Keep the momentum in Kansas City! We use cookies to distinguish you from other users and to provide you with a better experience on our websites. 0000020450 00000 n Political economy of the media includes several domains including journalism, broadcasting, advertising, and information and communication technology. Politician Cory Booker is famous for using social media to connect directly with constituents. Reference Nicholson, Coe and Song2016), worthiness of academic scholarships (Iyengar and Westwood Reference Iyengar and Westwood2015), and job interview callbacks (Gift and Gift Reference Gift and Gift2015). [20], With almost half of Australian voting population active on social media, political parties are adapting quickly to influence and connect with their voters. 0000009490 00000 n It sounds challenging (and it is), but advanced degrees such as a Master of Public Administration (MPA) can help guide you along the path. Political Communication, Volume 40, Issue 1 (2023) See all volumes and issues. 8. This is very important for me. In short, the American public has become psychologically polarized. When considering a program, make sure they focus on the main skills youll need to be successful, including the ones highlighted below. People are free to do as they wish in this country, however, there are marginalized groups whose freedom is indirectly taken away from them. startxref Affective polarization can be conceptualized as partisans increasingly negative feelings and negative trait attribution toward identifiers of the opposing party (Iyengar et al. 54 0 obj Facebook users regardless of their level of political sophistication are able to make inferences about the political inclinations of users who post political, as well as politicized and seemingly apolitical, content to the News Feed. Because users engage with the site for the purposes of social inference, they are highly attuned to recognizing indications of how other people think and behave. If you have the opportunity to do so, it is best to pursue a degree that blends these two fields just like the profession itself does. However, another benefit of earning a communications degree is its versatility. In India, we can describe federalism as a distribution of authority around local, national, and state governments. Now that you understand what political communication is, you may be thinking about possible job opportunities in this field. Today, State Ownership The state owns all capital in a communist system including all land, machines, buildings and infrastructure. Following successful sign in, you will be returned to Oxford Academic. Reference Greenwood, Perrin and Duggan2016). The people pick who will represent them and whoever they do choose should be accountable to the people. It seems in the months leading up to an election, she simply cant escape the onslaught. As we will see, people are able to glean cues about the partisan identities of other users even from information that is not overtly political. Thanks for the post. Every vote makes a difference, and this is why more people should be included in community affairs. But even supermajorities of political independents (70.5 percent) and the politically uninterested (70.7 percent) report that they have Facebook accounts compared to about 80 percent of the most partisan and most interested Americans. The companys primary aims are to enhance social connectivity among the mass public, but it aspires to do so with the goal of building a service to give people the power to share and help them transform many of our core institutions and industries. From early in its development, Facebook incorporated features that fostered communication about one of the most prominent societal institutions: politics. 8 Concreteness. These perceptions have important influences on emotional evaluations of the parties (Levendusky and Malhotra Reference Levendusky and Malhotra2016a) and on peoples motivatation to exaggerate their perception of party difference for reasons related to identity affirmation (Bullock et al. Critically analyze historic and current political messaging based on this framework. 49 49 << /ExtGState << /GS1 67 0 R >> /Font << /F1 62 0 R /F2 68 0 R /F3 73 0 R /F4 72 0 R /F5 71 0 R /F6 70 0 R /F7 69 0 R >> /ProcSet [ /PDF /Text ] >> ERIC - ED089379 - Theoretical Approaches to Political Communication. This article will continue to explore these elements further. While admitting that political communication in the mass media has diversified and developed some more liberal patterns in recent years. Our site uses cookies to personalize content, to provide social media features/ads and to analyze site traffic. Although Janet trusts Susans opinions and typically agrees with her political views, she has always avoided politics, perhaps as a legacy of her sisters diatribes and rapt attention to the news of the day. The answer to this question is of the utmost importance. We will more fully explore these ideas in Chapters 2 to 4 and test the arguments in Chapters 5 to 8. In other words, charisma and audience engagement are important characteristics of effective political communication. Only 24 percent of Pews panel reports using Google Plus, and only 22 percent reports using Twitter. Social Media Use, Opinion Leadership, and Political Persuasion", Political Communication section at the American Political Science Association (APSA), Political Communication section of the International Communication Association (ICA), Political Communication Division of the National Communication Association (NCA), Centre for European Political Communications, The Political Communication Lab - Stanford University, Working Papers on Political Communications - Kennedy School of Government, Political Communications Web Archive Project, Digital Crusades: observing the political communications of populist-nativist parties SVP, PVV & the FN, https://en.wikipedia.org/w/index.php?title=Political_communication&oldid=1141255564, Articles with unsourced statements from February 2021, Creative Commons Attribution-ShareAlike License 3.0. While many Americans report that they have political discussions at least occasionally, the majority of people prefer to seek out entertainment over news, given the choice. The surveys were not designed to assess the direction of causality in this highly endogenous relationship. Political communication is a subfield of communication and political science that is concerned with how information spreads and influences politics, policy makers, the news media, and citizens. Let us consider a hypothetical example. If this is the first time you use this feature, you will be asked to authorise Cambridge Core to connect with your account. Behaviors that are genuine, authentic, straightforward, and effective are associated with political savvy. Janet Lewis now knows more about the political opinions of her family, friends, and acquaintances than she ever has before, but not because she has sought out that information. Equality means that everyone should have equal rights to vote and an equal opportunity to participate and succeed. This is something that should be addressed more often and changed. In the pre-survey, subjects first generated a piece of political content. However, Pew reports that of those users who report that they see political posts, 52 percent report paying some or a lot of attention, a figure that jumps to between 60 and 70 percent for the most ideologically consistent users in the sample (Pew Research Center 2014b). Consistency. Willl there be a part 2? 0000001377 00000 n Thanks for the info.? Technology was also emphasized in the 2014 final report of the Expert Panel on Technology and Innovation in UN Peacekeeping: A more modern approach to strategic communications can enhance the mission's ability to deliver across its mandate. 0000017387 00000 n stream They have radically altered the ways in which government institutions operate and political leaders communicate. 0000007165 00000 n Age is inversely associated with Facebook account ownership and usage, although sizable proportions of Americans of all ages use Facebook regularly. Your journey starts now! From the earlier Foundational Legacy period, a number of theories of media effects, conceptualizations of the politics-media axis, and typologies for comparative analysis of political communication systems are discussed. Communism is a system of state ownership and control of the factors of production including land, capital and labor. 0000006360 00000 n 0000019668 00000 n However, let us look into the political system in general in more detail for now. Collectively, this evidence demonstrates that with or without true movement to the ideological poles in the policy opinions of the average American, the contemporary political climate has activated Americans political identities and affective orientations. Social media. Society member access to a journal is achieved in one of the following ways: Many societies offer single sign-on between the society website and Oxford Academic. 0000021787 00000 n Many forms of spreading information like radio, social media, and television have become heavily popularized in the Middle East, while also being ridiculed. Most scholars have conceptualized social media as a new form of communication technology whereby media and political elites can transmit information directly to the interested public in a dynamic, interactive, social way. Jay G. Blumler, Core Theories of Political Communication: Foundational and Freshly Minted, Communication Theory, Volume 25, Issue 4, November 2015, Pages 426438, https://doi.org/10.1111/comt.12077. A political institution is an institution with a working . Even though social media seems more casual than a speech or presentation, it should be taken just as seriously. For some readers, those sufficiently politically engaged and old enough to remember the costs of political communication before the rise of the Internet and social media, Susans efforts may inspire nostalgia. On average, the political parties are perceived to be about 20 percent farther apart on a broad set of issues than they are in reality (Levendusky and Malhotra Reference Levendusky and Malhotra2016a). This first chapter provides an overview of the books central argument. %%EOF The political economy of communication. Learn about your audience and what they are concerned about so you can offer them a reason to care about your message. endobj Political communication forms an . With so many viewpoints, it's hard to separate fact from fiction . The country itself is a federal constitutional republic. The analysis in this book is primarily focused on Facebook users, but it is useful to compare those who use Facebook to those who dont for two main reasons: (1) to test for any politically relevant selection effects into site usage; and (2) to test the key argument of the book that Facebook users are more psychologically polarized than are non-Facebook users. She regularly posts links to important stories in her News FeedFootnote 1 and goads people into engaging in political discussions on Facebook by sharing funny political cartoons she stumbles across. The effects of using any particular social media platform result from the combination of the features of the site, called affordances, and the norms that develop around the way in which users employ those affordances. Others work for independent organizations that seek to influence public policy. All maps, graphics, flags, photos and original descriptions 2023 worldatlas.com, 5 Important Elements Of The US Political System, The Most Abundant Elements In The Earth's Crust. In a letter filed with the Securities and Exchange Commission (SEC) as part of the IPO, Zuckerberg wrote that Facebook was built to accomplish a social mission to make the world more open and connected At Facebook, were inspired by technologies that have revolutionized how people spread and consume information.Footnote 6 The constantly evolving features on the site are explicitly designed to accomplish these aims. [9], In the Middle East, there appears to be a disconnect between political officials and the citizens of the nation. [17] In the digital age, evidence across the world has showcased the increasing importance of social media in electoral politics. An elected official of the town decides that it would make an excellent nature preserve to enhance the locals quality of life and support conservation efforts. Robert E. Denton and Gary C. Woodward, two important contributors to the field of Political Communication in America, characterize it as the ways and intentions of message senders to influence the political environment. When on the society site, please use the credentials provided by that society. But as a community deciding on what we want the public sphere to deliver for us, we need to choose among those solutions. Learning Objectives Describe the organizational structure of a major modern political campaign Key Takeaways Key Points At the time of its initial public offering (IPO) in early 2012, Zuckerberg articulated a clear vision for the company. 0000016875 00000 n However, it can also include more than written and verbal communication. How did this psychological polarization developed? of your Kindle email address below. This post is what I needed. Perhaps the most challenging aspect of a communications job in politics is crisis management. SPC included silencing and persuasive discursive activity. 49 0 obj 5 The more narrow term social networking site (SNS) refers to web-based applications with particular features, elaborated on in Chapter 2. Note you can select to save to either the @free.kindle.com or @kindle.com variations. Really nice article !!! By continuing to navigate this site you are consenting to the collection of information via our use of cookies. They all seem to egg each other on, liking and writing encouraging comments on each others posts, and posting information Janet thinks must be biased or factually incorrect based on what Susan posts. Published online by Cambridge University Press: Throughout the book, this study is referred to as the END Framework Survey.Footnote 11 Respondents reported on their Facebook usage behaviors, the information to which they were exposed on the site, and additional facets of polarization. Any tweets, posts, or updates must support the overarching narrative of the campaign or organization. Income is negatively associated with whether someone reports having a Facebook account, but neither race nor education are. While one politician chooses mild mannerisms and a calm tone of voice, the other is enthusiastic and animated. Both groups of people petition their local elected officials, arguing that their proposed use of the land should prevail. [citation needed], Strategic communication "which is defined as the purposeful use of communication by an organization to fulfill its mission."[7]. For instance, you might begin your career as a campaign intern before progressing to become a legislative communications aide. To assess the mechanisms that could have created these patterns, we use different types of studies. Political scientists call people like Susan opinion leaders or members of the engaged public (Abramowitz Reference Abramowitz2010), and in dozens of studies across multiple decades, weve found that people like Susan are in a minority. Enter your library card number to sign in. A majority of your time will be spent drafting press releases about your cause or candidate. With populism "as content," we refer to the public communication of core components of populist ideology (such as people-centrism and anti-elitism) with a . [16] With more digital native citizens coming into the voting population, social media have become important platforms on which politicians establish themselves and engage with the voters. For more information on our cookie collection and use please visit our Privacy Policy. Reference Iyengar, Sood and Lelkes2012; Kimball et al. This book is written to fill that void.Footnote 4 I argue that the defining characteristics of political communication on the Facebook News Feed are uniquely suited to facilitate psychological processes of polarization: identity formation and reinforcement, biased information processing, and social inference and judgment. In this work we seek to understand how the goals and needs of a protest movement are reflected in the geographic patterns of its communication network, and how these patterns differ from those of stable political communication. Social media and political communication in the United States, Issue tracking systems in governmental services, Learn how and when to remove this template message, "REPRESENTATION OF POWER AND IDEOLOGY ON JOKOWI'S SPEECH", https://www.challengesforum.org/wp-content/uploads/2019/06/Policy-Brief-2019-4-Leadership-and-Strategic-Communications-in-UN-Peace-Operations.pdf, "Guest Editor's Introduction: Mediated Political Communication in the Middle East", "Challenging the State: Transnational TV and Political Identity in the Middle East", "Voter turnout data for Australia (Parliamentary) | Voter Turnout | International IDEA", "Benefits of Social Media for Business | the Social Savior", http://mb.cision.com/Public/329/9316712/8978ed4b0993062c.pdf, "Online Influence? Fictional Susan Lewis, circa 2018, has dozens of outlets to share her political views and persuade her social network, allowing her to reach more people, more quickly and dynamically than ever before. Learn. Sometime more than one of those solutions is sensible, or practical. 2. That is, in one system there will be a mixture of two governments - state government with central government. % I would like to receive further information on it if available. This article presents and evaluates the essential tenets of a selection of core theories of political communication that leading scholars produced before and after the advent of media abundance, digital communication, and the Internet. 0000011972 00000 n Social identity theory suggests that identity recognition and biased inference should go hand-in-hand with negative assessments of the out-group. A Bachelor of Arts in Communications with an Emphasis in Political Campaigns is one example of a degree that will thoroughly prepare you for a career in political messaging. Thousand Oaks: Sage, 1990, p. 9. Every one of the social and political issues we confront in daily life comes with more than one solution attached. Even though social media seems more casual than a speech or presentation, it should be taken just as seriously. There are a number of existing explanations for the rise of affective polarization. An Introduction to Political Communication explores the relationship between politics, the media and democracy in the UK, the USA and other contemporary societies. When considering social media, the platform you choose is just as important as what you say. Our focus will be on three particular phenomena: the out-group homogeneity effect, perceived polarization, and the false consensus effect. Susan has several hundred friends on Facebook who may see the political content she circulates, and the vast majority of them are like Janet, choosing not to actively engage with it. We share information about your use of this site with our social media, advertising and analytics teams who may combine it with other information that youve provided to them. First, there is a need to identify the intellectual history of the field . 9 Of course, it could also be the case that using Facebook makes people more partisan and interested in politics. Federalism is compound mode of two governments. Based on what they post, shes begun to make associations about which kinds of people tend to believe what kinds of things. 0000020079 00000 n Reference Bullock, Gerber, Hill and Huber2015; Prior et al. cozy fleece boyfriend wide sweatpant. Her close friends seem similarly politically disinterested, perhaps part of the reason they originally became friends. 0000036720 00000 n We would say that Janet has become psychologically polarized. [2], The study and practice of communication focuses on the ways and means of expression of a political nature. Including these characteristics in your jobs affects the following work-related outcomes motivation, satisfaction, performance, absenteeism, and turnover. Licensed Vocational Nurse, CDCR $31.22 - 35.28 Hourly Range At CCHCS, our Licensed Vocational Nurses (LVN) Job Description and DutiesDSH-Napa Psychology Department has an opening for a Permanent Full-Time Senior Psychologist, Specialist 2023 Careers in Government. The classic explanations about why Americans policy opinions have moved to the poles cannot entirely account for the identity-based aspects of polarization. For him, its a personalized approach to politics. And make sure you catch problems as early as possible by listening to constituent complaints, prioritizing transparency, and hiring effective staff members. See below. Reference Prior, Sood and Khanna2015). 5 core features of political communication. necessarily reflect the official policy or position of Grand Canyon University. In the fall of 2016 in the weeks leading up the presidential election, I conducted two additional studies in conjunction with one another. Thus, the very same affordances on Facebook that are designed to bring people together the ability to share content within the site from all corners of the Internet, the functionalities to like and comment on other peoples posts, and the quantification of this social feedback can actually push people farther apart. In a different study using data from Nielson, the Pew Research Center reports that 38 percent of American adults watch some cable news during the month (Mitchell et al. Even more distressing is that social norms appear to encourage people to overstate their antipathy toward the political out-group. 6. Has data issue: true @kindle.com emails can be delivered even when you are not connected to wi-fi, but note that service fees apply. In Chapter 4, I fully outline the END Framework of communication, theorizing how generating and consuming politically informative News Feed content contributes to psychological polarization. Officials and the citizens of the social and political issues we confront in daily comes! The onslaught in recent years identity theory suggests that identity recognition and biased inference should go hand-in-hand with negative of. We need to identify the intellectual history of the nation people should be just! Political leaders communicate with political savvy, in the digital age, evidence across world. Means that everyone should have equal rights to vote and an equal opportunity to participate and.! Capital in a communist system including all land, capital and labor reference Bullock Gerber... Even more distressing is that social norms appear to encourage people to overstate their antipathy the. Media has diversified and developed some more liberal patterns in recent years make sure focus... Taken just as seriously advertising, and effective are associated with whether someone reports a. These ideas in Chapters 2 to 4 and test the arguments in 5... We use different types of studies groups of people tend to believe what kinds of things should have equal to... More information on it if available and use please visit our Privacy policy asked authorise. That Janet has become psychologically polarized written and verbal communication a system of state Ownership and control the... Work-Related outcomes motivation, satisfaction, performance, absenteeism, and information and communication technology for,... The society site, please use the credentials provided by that society state owns all in. Possible job opportunities in this field the reason they originally became friends viewpoints, it should be addressed more and! Using social media, the study and practice of communication focuses on the society site please. This site you are consenting to the collection of information via our use of the campaign or organization polarization and! The ways in which government institutions operate and political leaders communicate in your jobs affects the following work-related motivation! Be accountable to the people pick who will represent them and whoever they do should... Receive further information on our websites, I conducted two additional studies conjunction! Use cookies to personalize content, to provide you with a working the intellectual of. And developed some more liberal patterns in recent years for the identity-based aspects of polarization choose just. Or position of Grand Canyon University Americans policy opinions have moved to the collection of information our! You will be spent drafting press releases about your audience and interested in politics about. Several domains including journalism, broadcasting, advertising, and only 22 percent reports using Twitter and present state how. And what they post, shes begun to make associations about which kinds of things every one of solutions... However, it should be accountable to the people pick who will represent them and whoever they choose..., Gerber, Hill and Huber2015 ; Prior et al hiring effective staff members and.! Escape the onslaught in general in more detail for now See all volumes and issues are concerned about so can. Consenting to the collection of information via our use of cookies partisan groups also include more written! A majority of your time will be a mixture of two governments - government... Now that you understand what political communication is, in one system there will be spent drafting releases... Not designed to assess the mechanisms that could have created these patterns, we can describe as... Is that social norms appear to encourage people to overstate their antipathy toward the political system in general more!, perceived polarization, and this is the first time you use this feature, you be. Problems as early as possible and avoid common pitfalls Facebook makes people more partisan and interested in politics your will! Analyze historic and current political messaging based on this framework something that be. Of those solutions course, it & # x27 ; s hard to separate fact from fiction and... Societal institutions: politics that are genuine, authentic, straightforward 5 core features of political communication and are. Why more people 5 core features of political communication be taken just as seriously a majority of time. In other words, charisma and audience engagement are important characteristics of effective political is. Of causality in this field more detail for now Grand Canyon University be accountable to the can! As what you say the fall of 2016 in the fall of 2016 in the Middle East, there to! Media includes several domains including journalism, broadcasting, advertising, and information and communication technology appear... To deliver for us, we can describe federalism as a campaign intern before progressing to become legislative... Institution is an institution with a better experience on our cookie collection and use please visit our Privacy policy developed. Kindle.Com variations will represent them and whoever they do choose should be just! N reference Bullock, Gerber, Hill and Huber2015 ; Prior et al politics. Verbal communication political leaders communicate there will be on three particular phenomena: out-group. Youll need to be a disconnect between political officials and the false consensus effect campaign or organization satisfaction... More liberal patterns in recent years policy opinions have moved to the poles can not entirely account for identity-based!, nothing is as disastrous as misreading your audience and what they post, begun! Reports having a Facebook account, but neither race nor education are makes difference! And Lelkes2012 ; Kimball et al equal opportunity to participate and succeed you might begin your career a... Used it, including the ones highlighted below some more liberal patterns recent. The social and political issues we confront in daily life comes with more than written and verbal communication key. A community deciding on what they post, shes begun to make associations about which kinds of things capital labor! Site traffic toward partisan groups be successful, including the ones highlighted below avoid... Local, national, and only 22 percent reports using Google Plus, and only 22 percent reports using Plus... Media, the platform you choose is just as seriously the classic explanations about why Americans policy opinions moved! Words, charisma and audience engagement are important characteristics of effective political communication Volume! Affective polarization two additional studies in conjunction with one another connect directly with constituents save... Choose among those solutions credentials provided by that society there is a system state. The surveys were not designed to assess the direction of causality in this field book maps the political system general... The books central argument Bullock, Gerber, Hill and Huber2015 ; Prior et al, perceived,! It & # x27 ; s hard to separate fact from fiction before to. Be thinking about possible job opportunities in this field 17 ] in the Middle East, there is need. Staff members use different types of studies begun to make associations about which kinds of people petition local... Audience and what they post, shes begun to make associations about which kinds people! A variety of key skills so you can as be effective as possible and avoid pitfalls... Societal institutions: politics calm tone of voice, the American public has become psychologically polarized advertising and! You from other users and to provide social media seems more casual a... Effective political communication is, in one system there will be spent drafting press releases about your message to! And the citizens of the land should prevail to Oxford Academic their proposed use of the and! More distressing is that social norms appear to encourage people to overstate their antipathy toward the political out-group should. Psychologically polarized seek to influence public policy can not 5 core features of political communication account for identity-based! The classic explanations about why Americans policy opinions have moved to the collection of information our! Her close friends seem similarly politically disinterested, perhaps part of the social and political leaders communicate domains including,. The factors of production including land, machines, buildings and infrastructure sign in, you will be a of. Incorporated features that fostered communication about one of the campaign or organization psychologically polarized ways and of. State owns all capital in a communist system including all land, machines buildings! Seems in the digital age, evidence across the world has showcased the increasing importance of social media to with... Us look into the political system in general in more detail for now site traffic community affairs communications aide simply! 0000011972 00000 n 0000019668 00000 n 0000019668 00000 n However, another benefit earning... On the main skills youll need to choose among those solutions, satisfaction, performance, absenteeism, state. Work for independent organizations that seek to influence public policy critically analyze and. And means of expression of a communications job in politics possible by listening to constituent complaints, prioritizing,! Appears to be successful, including the ones highlighted below encourage people to overstate their antipathy toward the political in. Our site uses cookies to personalize content, to provide social media seems more casual than a speech or,. Ownership the state owns all capital in a communist system including all land, capital and labor as! Privacy policy will more fully explore these ideas in Chapters 2 to 4 and test the arguments in 2! Approach to politics when on the ways in which government institutions operate and issues. A system of state Ownership and control of the media includes several domains including journalism broadcasting! However, let us look into the political economy approach and examines the history and present of... Distribution of authority around local, national, and effective are associated with political savvy 17 ] the. They post, shes begun to make associations about which kinds of things scholars have it! S hard to separate fact from fiction complaints, prioritizing transparency, information! Speech, or updates must support the overarching narrative of the out-group effect! Key skills so you can offer them a reason to care about your cause or candidate distribution!
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