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Persuasive PeersSocial Communication and Voting in Latin America$
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Andy Baker, Barry Ames, and Lúcio Rennó

Print publication date: 2020

Print ISBN-13: 9780691205779

Published to Princeton Scholarship Online: May 2021

DOI: 10.23943/princeton/9780691205779.001.0001

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Discussion and the Regionalization of Voter Preferences

Discussion and the Regionalization of Voter Preferences

(p.160) 6 Discussion and the Regionalization of Voter Preferences
Persuasive Peers

Andy Baker

Barry Ames

Lúcio Rennó

Princeton University Press

This chapter extends the discussion of the previous chapter and focuses on larger subnational units. It illustrates how political discussion explains the geography of the vote across states and entire subnational regions. Political discussion during the Brazil 20144 and Mexico 2006 campaigns drew many voters toward the political leanings of their states, deepening North versus South and other regional divides. Scholars tend to see the regional clustering of political preferences in Brazil and Mexico as the sum of individual-level interests, identities, and demographics (e.g., the Mexican North is conservative because its residents are relatively wealthy). The chapter shows that social influences make the regionalization of preferences much greater than the sum of these individual parts.

Keywords:   political discussion, states, subnational regions, political leanings, regional divides, political preferences, Brazil, Mexico, social influences

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