AP®︎ U.S. Government & Politics: Topic 5.10 Flashcards

Master key terms and definitions for Topic 5.10 of AP U.S. Government & Politics – Modern Campaigns to help you prep for quizzes and the AP exam.

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Term

Modern Campaign

Definition

A candidate-centered effort using specialized staff, extensive fundraising, voter data, mass communication, and direct outreach to win an election

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Modern Campaign
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A candidate-centered effort using specialized staff, extensive fundraising, voter data, mass communication, and direct outreach to win an election

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Candidate-Centered Campaign
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A campaign focused on a candidate who controls a personal organization, message, donor network, and brand partly independent of the political party

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Campaign Organization
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The staff and infrastructure assembled to develop strategy, raise money, communicate, analyze voters, and mobilize supporters for a candidate

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Campaign Strategy
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A campaign’s plan for allocating limited time, money, personnel, and candidate attention to win an election

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Voter Persuasion
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Campaign activity intended to change or reinforce voters’ candidate preferences

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Voter Identification
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Determining which voters are likely supporters, opponents, or undecided

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Voter Mobilization / Get-Out-the-Vote (GOTV)
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Campaign efforts to ensure likely supporters register when necessary and cast their ballots

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Professional Campaign Consultants
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Specialists who make campaigns more efficient through expertise in strategy, messaging, polling, fundraising, media, data, and fieldwork but increase costs and may encourage scripted or short-term tactics

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Targeting
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Directing campaign resources toward voters or groups most likely to be persuaded or mobilized

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Microtargeting
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Using detailed data to divide voters into narrow groups and deliver messages tailored to their characteristics or interests

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Rising Campaign Costs and Intensive Fundraising
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Growing campaign expenses produce nearly continuous fundraising, increasing campaign capacity but favoring well-connected candidates and diverting candidates’ time

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Lengthy Election Cycle
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An extended campaign period that allows organization and candidate evaluation but raises costs, fundraising pressure, conflict, and voter fatigue

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Permanent Campaign
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The continuous use by officeholders of campaign-style messaging, fundraising, polling, and public relations throughout their terms

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Social Media Campaigning
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Using digital platforms for rapid direct communication, targeted advertising, fundraising, and volunteer organization, with risks including misinformation, echo chambers, and privacy concerns

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Ground Game / Field Operation
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A campaign’s organized effort to identify, persuade, and mobilize voters through personal or localized contact

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Canvassing
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Direct voter outreach, usually door to door, used to identify preferences, persuade voters, provide information, and mobilize supporters

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Phone Banking
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Calling lists of voters to identify preferences, deliver messages, recruit volunteers, request donations, provide voting information, or mobilize supporters

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