Persuasion in Politics

Recent research on social psychology and public opinion identifies a number of empirical regularities on how people form beliefs in the political and social spheres. First, beliefs are flexible and can be relatively easily influenced, particularly in areas where people do not have significant personal involvement (Doris Graber, 1984; John Zaller, 1992). Second, social influence shapes decisions: people are often persuaded by those they personally interact with (Mark Grasnovetter, 1973; Robert Cialdini, 1984). Such influence from friends, co-workers, and other “discussants” significantly affects the decisions on whether and how to vote (Paul Beck et al., 2002). Third, in the political arena, voter awareness of specific issues is quite low, and hence susceptibility to persuasion is high (Zaller, 1992). We present a model of the creation of social networks, and of their use by politicians to obtain support, motivated by these empirical findings. These networks can be political parties, trade unions, religious coalitions, political action committees, or even listeners of Rush Limbaugh’s radio show. The key idea is that people are influenced by those inside their network, but not by those outside, because those inside a network talk to and persuade each other. Networks are created by entrepreneurs using core issues that are centrally important to members, such as religious beliefs or union wages, but can then be “rented out” to politicians who seek votes as well as support for other initiatives and ideas, which might have little to do with their members’ core beliefs.