A recent intersting read: Quick synopsis
The significance of Wagner’s achievement went far beyond his
ability to declare winners months before Election Day. His approach amounted to
a decisive break with 20th-century tools for tracking public opinion, which
revolved around quarantining small samples that could be treated as
representative of the whole. Wagner had emerged from a cadre of analysts who thought
of voters as individuals and worked to aggregate projections about their
opinions and behavior until they revealed a composite picture of everyone. His
techniques marked the fulfillment of a new way of thinking, a decade in the
making, in which voters were no longer trapped in old political geographies or
tethered to traditional demographic categories, such as age or gender,
depending on which attributes pollsters asked about or how consumer marketers
classified them for commercial purposes. Instead, the electorate could be seen
as a collection of individual citizens who could each be measured and assessed
on their own terms. Now it was up to a candidate who wanted to lead those
people to build a campaign that would interact with them the same way.
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