Persuasive Peers: Social Communication and Voting in Latin America

In Latin America's new democracies, political parties and mass partisanship are not deeply entrenched, leading to a significant amount of vote volatility. Persuasive Peers argues that political discussions within informal social networks among family members, friends, neighbors, coworkers, and acquaintances influence final voting choices, with weakly committed voters deferring to their politically knowledgeable peers and unwavering voters having social contacts that reinforce their voting intentions. Social influence increases political conformity among voters, and party machines use the social topography of electorates to buy off well-connected voters.

Format: Paperback / softback
Length: 336 pages
Publication date: 27 October 2020
Publisher: Princeton University Press

In the vibrant tapestry of Latin America's emerging democracies, political parties and mass partisanship take a backseat, leaving a wide berth for the influence of social networks and everyday communication among peers. During the exhilarating presidential election season, a remarkable phenomenon unfolds: between one-quarter and one-half of all voters, a staggering figure unheard of in older democracies, undergo a seismic shift in their voting intentions, crossing party lines in the months leading up to election day. This seismic shift in voting behavior is the subject of Persuasive Peers, a groundbreaking theory that delves into the intricate dynamics of Latin American voting behavior.

Drawing upon unique survey and interview data culled from the diverse landscapes of Latin America, the authors unveil a compelling narrative that sheds light on the profound influence of informal social networks on final voting choices. These networks, encompassing family members, friends, neighbors, coworkers, and acquaintances, serve as the fertile ground for political discussions that shape the minds and hearts of voters. As political campaigns unfold, the authors observe a remarkable phenomenon: weakly committed voters, often swayed by the persuasive words of their politically knowledgeable peers, undergo a significant shift in their preferences, creating a tidal wave of preference change.

Peer influences extend their reach even to unwavering voters, who tend to possess social contacts that reinforce their voting intentions. Within the confines of neighborhoods, states, and even entire regions, the power of social influence amplifies, fostering a sense of political conformity among voters. Party machines, recognizing the value of well-connected voters, employ the social topography of electorates to secure their support, leveraging their influence to magnify the impact of their payoffs.

Persuasive Peers serves as a powerful testament to the profound impact of everyday communication on political outcomes in Latin America's less-institutionalized democracies. It unveils the intricate dance between social networks, political knowledge, and individual preferences, illuminating how these forces shape the political landscape and ultimately determine the fate of nations. By delving into the nuances of voter behavior, this groundbreaking work offers valuable insights into the complex dynamics of democracy and sheds light on the potential for social change in the region.

Weight: 632g
Dimension: 156 x 234 x 28 (mm)
ISBN-13: 9780691205779