Issenberg illuminates how modern elections exploit marginal advantages, but the narrative becomes scattered at times as the...

VICTORY LAB

THE SECRET SCIENCE OF WINNING CAMPAIGNS

How political campaigns have mastered marketing tools to profile the electorate.

In his second book, Monocle Washington correspondent Issenberg (The Sushi Economy: Globalization and the Making of a Modern Delicacy, 2007) incorporates his experiences covering the 2008 election for the Boston Globe. He provides anecdotes gleaned from interviews with leading political consultants and a historical overview of the integration of computer technology and behavioral psychology into social marketing, and he traces the increasing sophistication of modern campaigns to the Kennedy campaign. Confronting prejudice against Catholics, JFK’s advisors recommended tackling the issue head-on after subdividing the electorate into specific demographic categories. Issenberg explores the parallel development of the application of behavioral psychology and the recognition that many voting decisions are heavily influenced by emotion rather than rational choice. He tracks the influence of a group of academics from top universities like Yale, who influenced the shape of the modern election campaigns. They developed a finely tuned approach to profiling voters by using a series of criteria such as the magazines they subscribe to, the liquor they drink and their answers to surveys with loaded questions intended to reveal biases. An integral part of this process involved breaking down the population into subcategories—rather than looking at whether precincts customarily vote for a specific party—and directing targeted messages to them, as well as exposing different population clusters to different messages in order to scientifically determine response patterns. This enables an election campaign to efficiently micromanage get-out-the-vote operations in order to focus on the most likely voters for its candidate.

Issenberg illuminates how modern elections exploit marginal advantages, but the narrative becomes scattered at times as the author jumps around from point to point.

Pub Date: Sept. 11, 2012

ISBN: 978-0-307-95479-4

Page Count: 304

Publisher: Crown

Review Posted Online: July 30, 2012

Kirkus Reviews Issue: Aug. 15, 2012

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A moving meditation on mortality by a gifted writer whose dual perspectives of physician and patient provide a singular...

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WHEN BREATH BECOMES AIR

A neurosurgeon with a passion for literature tragically finds his perfect subject after his diagnosis of terminal lung cancer.

Writing isn’t brain surgery, but it’s rare when someone adept at the latter is also so accomplished at the former. Searching for meaning and purpose in his life, Kalanithi pursued a doctorate in literature and had felt certain that he wouldn’t enter the field of medicine, in which his father and other members of his family excelled. “But I couldn’t let go of the question,” he writes, after realizing that his goals “didn’t quite fit in an English department.” “Where did biology, morality, literature and philosophy intersect?” So he decided to set aside his doctoral dissertation and belatedly prepare for medical school, which “would allow me a chance to find answers that are not in books, to find a different sort of sublime, to forge relationships with the suffering, and to keep following the question of what makes human life meaningful, even in the face of death and decay.” The author’s empathy undoubtedly made him an exceptional doctor, and the precision of his prose—as well as the moral purpose underscoring it—suggests that he could have written a good book on any subject he chose. Part of what makes this book so essential is the fact that it was written under a death sentence following the diagnosis that upended his life, just as he was preparing to end his residency and attract offers at the top of his profession. Kalanithi learned he might have 10 years to live or perhaps five. Should he return to neurosurgery (he could and did), or should he write (he also did)? Should he and his wife have a baby? They did, eight months before he died, which was less than two years after the original diagnosis. “The fact of death is unsettling,” he understates. “Yet there is no other way to live.”

A moving meditation on mortality by a gifted writer whose dual perspectives of physician and patient provide a singular clarity.

Pub Date: Jan. 19, 2016

ISBN: 978-0-8129-8840-6

Page Count: 248

Publisher: Random House

Review Posted Online: Sept. 30, 2015

Kirkus Reviews Issue: Oct. 15, 2015

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Occasionally wonky but overall a good case for how the dismal science can make the world less—well, dismal.

GOOD ECONOMICS FOR HARD TIMES

“Quality of life means more than just consumption”: Two MIT economists urge that a smarter, more politically aware economics be brought to bear on social issues.

It’s no secret, write Banerjee and Duflo (co-authors: Poor Economics: A Radical Rethinking of the Way To Fight Global Poverty, 2011), that “we seem to have fallen on hard times.” Immigration, trade, inequality, and taxation problems present themselves daily, and they seem to be intractable. Economics can be put to use in figuring out these big-issue questions. Data can be adduced, for example, to answer the question of whether immigration tends to suppress wages. The answer: “There is no evidence low-skilled migration to rich countries drives wage and employment down for the natives.” In fact, it opens up opportunities for those natives by freeing them to look for better work. The problem becomes thornier when it comes to the matter of free trade; as the authors observe, “left-behind people live in left-behind places,” which explains why regional poverty descended on Appalachia when so many manufacturing jobs left for China in the age of globalism, leaving behind not just left-behind people but also people ripe for exploitation by nationalist politicians. The authors add, interestingly, that the same thing occurred in parts of Germany, Spain, and Norway that fell victim to the “China shock.” In what they call a “slightly technical aside,” they build a case for addressing trade issues not with trade wars but with consumption taxes: “It makes no sense to ask agricultural workers to lose their jobs just so steelworkers can keep theirs, which is what tariffs accomplish.” Policymakers might want to consider such counsel, especially when it is coupled with the observation that free trade benefits workers in poor countries but punishes workers in rich ones.

Occasionally wonky but overall a good case for how the dismal science can make the world less—well, dismal.

Pub Date: Nov. 12, 2019

ISBN: 978-1-61039-950-0

Page Count: 432

Publisher: PublicAffairs

Review Posted Online: Aug. 29, 2019

Kirkus Reviews Issue: Sept. 15, 2019

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