Description
Book SynopsisSeniors are America's most dependable voters; they vote in all elections and contests on the ballot. But definitions of seniors are changing and so, too, must the campaign outreach techniques and strategies used by candidates, consultants, political parties, and advocacy groups, especially to reach seniors with limited sight, hearing, and mobility.
Trade ReviewTargeting Senior Voters is right on target in shattering the myth that older voters are a monolithic group that can be made to fall in line by pressing certain 'hot buttons.' It's valuable reading for political professionals and anyone seeking insights into what makes America's most active, concerned citizens tick—and why, as the twenty-first century unfolds, winning their votes will be increasingly tricky.... -- Elliot Carlson, editor * AARP Bulletin *
Targeting Senior Voters provides both practitioners and students of politics a rich, broad perspective on this critical segment of the electorate. As usual, Susan MacManus has done an excellent job identifying the hot buttons and pulling together relevant information. Candidates and political consultants would be wise to read it carefully before planning their next campaigns. -- Ronald A. Faucheux, Ph.D., editor-in-chief * Campaigns & Elections *
This book blends public opinion analysis, institutional and legal assessments, and strategic thinking to provide a sophisticated study of senior citizens' electoral behavior. Unlike many political how-to volumes, this one is firmly rooted in social science research. MacManus, an accomplished political scientist and a leading expert on Florida politics, covers an impressive array of relevant issues. This book will be valuable for several audiences including senior citizen advocates, campaign strategists, and political science and gerontology scholars. * CHOICE *
Susan MacManus has produced a volume that contains the first and last word on seniors and politics—a kind of 'everything you ever wanted to know about senior citizenship but were too young to ask.' Given their extraordinarily high voter turnout rate, seniors are critically important in elections, and their views on issues and reactions to campaign techniques must be taken into account. MacManus pieces together a magnificent mosaic on seniors that is perfect for a general readership as well as a wide range of undergraduate and graduate classes in political science. -- Larry J. Sabato, director, University of Virginia Center for Politics and author of The Kenneday Half-Century
Targeting Senior Voters is right on target in shattering the myth that older voters are a monolithic group that can be made to fall in line by pressing certain 'hot buttons.' It's valuable reading for political professionals and anyone seeking insights into what makes America's most active, concerned citizens tick—and why, as the twenty-first century unfolds, winning their votes will be increasingly tricky. -- Elliot Carlson, editor * AARP Bulletin *
Table of ContentsChapter 1 Seniors: America's Most Consistent Voters Chapter 2 The Graying Behemoth Chapter 3 Identifying and Surveying Senior Voters Chapter 4 Campaigning to Seniors: Going after Votes Chapter 5 Helping Seniors Register and Vote: New Forms of Outreach, Accommodation, and Protection Chapter 6 Crafting the Message: Issues Affecting Seniors Chapter 7 Targeting Seniors in the 21st Century: A Review of Some Basic Dos and Don'ts
