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vote for her." Reinforcement serves to keep you loyal to your party by reinforcing beliefs you already hold. The Crystallization Theory, in contrast, exists to win over undecided voters from theopposing party by swaying their loyalties on a particular issue. Let's use this example: candidate Joe Brown is a Democrat in a local election. He and his team of consultants have determined that a pro-gay marriage stance will have great reach on both sides of the aisle, so many of the Brown TV spots feature him pronouncing his position on the issue. You, a lifelong Republican, may be annoyed with the overly moralistic stance toward gay rights taken by many GOP officials. Even though you may still support your Republican candidate on the state level, you go with Brown at the local level, due to his stance on this one emotional issue. Your vague and fuzzy opinion going in has been effectively crystallized into a full-on support of Brown due to his effective ads drawing you away from the straight party ticket.
With campaigns today centered almost exclusively on TV spots, the cost and import of forming and maintaining a successful campaign are greater than ever. Straight conversion of voters from one side to the other has been deemed by research to be very unlikely, and is wisely avoided by campaign strategists. By realistically aimingto reinforce party loyalists and/or crystallize the vague views of the elusive undecided’, astrategist can go a long way toward securing victory for his client candidate.ReferencesDominick, J.R. (2013). The Dynamics of Mass Communication: Media in the Digital Age(12thEd.). New York, NY: The McGraw-Hill Companies.Laurie, Heather (2013, August 26). “Panel Studies” Oxford Bibliographies-9780199756384-0108.xml#