Mobilization Only examines the shift in the United States from
mobilization (the partisan method of stimulating very high voter
turnout in elections) to activation -- the political variant of
"niche marketing". This more contemporary method which parties,
interest groups, and candidates employ, induces particular, finely
targeted portions of the public to become active in elections,
demonstrations, and lobbying.
Traditional partisan mobilization was a crude tool, operating
through personal and print communication. It involved broad
appeals, often carried through personal conversation with local
party workers or through America's then highly partisan press.
Political mobilization predominated during election campaigns of
the late nineteenth and early twentieth centuries, a period of peak
party power.
The shift from mobilization to activation allows organizers to
mobilize strategic minorities while cloaking the effort in a
misleading guise of popular rule. The vogue of participation is
that all should get involved. In fact, as Schier illustrates, the
process encourages only a strategically selected few to vote in
elections or petition government for their interests. The result is
a decline in majority rule in American politics. A must-read for
anyone concerned with politics in America.
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