دانلود کتاب The Victory Lab: The Secret Science of Winning Campaigns

The book Politico calls Moneyball for politics shows how cutting-edge social science and analytics are reshaping the modern political campaign.Renegade thinkers are crashing the gates of a venerable American institution, shoving aside its so-called wise men and replacing them with a radical new data-driven order. Weve seen it in sports, and now in The Victory Lab, journalist Sasha Issenberg tells the hidden story of the analytical revolution upending the way political campaigns are run in the 21st century. The Victory Lab follows the academics and maverick operatives rocking the war room and re-engineering a high-stakes industry previously run on little more than gut instinct and outdated assumptions. Armed with research from behavioural psychology and randomized experiments that treat voters as unwitting guinea pigs, the smartest campaigns now believe they know who you will vote for even before you do. Issenberg tracks these fascinating techniqueswhich include cutting edge persuasion experiments, innovative ways to mobilize voters, heavily researched electioneering methodsand shows how our most important figures, such as Barack Obama and Mitt Romney, are putting them to use with surprising skill and alacrity. Provocative, clear-eyed and energetically reported, The Victory Lab offers iconoclastic insights into political marketing, human decision-making, and the increasing power of analytics.From BooklistFrom political reporter Issenberg comes this very interesting look at the way political consultants and professional vote-getters manipulate people into casting their votes for certain candidates. Although the field has seen some serious innovations over the yearscomputer models, highly detailed research tools, the use of cutting-edge behavioral psychology to predict how voters will mark their ballots, and moreits not a new endeavor. As far back as the 1920s, people like political scientist Harold Foote Gosnell, frustrated by his professions inability to explain why people voted the way they did, began looking for new tools to understand and predict voter behavior. By the mid1940s, social psychologist Angus Campbell was developing the first systematic effort to explain how presidential elections were decided, including a massive survey that was the forerunner of the American National Election Studies, a key tool in a field that, today, is a $6 billion-a-year industry. Given its lively subject matter, its equally lively prose, and its timely releaseit will hit the shelves two months before Americans go to the pollsthis is pretty much guaranteed to generate high interest among readers. --David Pitt ReviewIndispensable. . . . Issenberg has a firm grounding in the political universe. . . . [He] paints his insurgents in heroic terms, putting the spotlight on campaign warriors few of us have ever heard of. . . . [The Victory Lab is] a magical mystery tour of contemporary campaigns. By the end, a lot of the mystery will become clear, and youll know a whole lot more about whats behind those calls and letters jamming your phone lines and mailboxes. Jeff Greenfield, *The Washington Post*[The Victory Lab] traces an under-reported element of the evolution of campaign tactics over nearly a half-century in an unusually accessible and engaging manner. . . . A timely, rare, and valuable attempt to unveil the innovations revolutionizing campaign politics. The New RepublicBrainy. New York A magnificently reported and wonderfully written book, full of eye-opening revelationsand acolorful cast of characters whose groundbreaking strategies andtactics have injected 21st-century science into politics and changed it forever in the process. The Victory Lab isessential for anyone who wants to understand what really goes on along thecampaign trailand a delight for those who simply enjoy a terrific read. John Heilemann and Mark Halperin, authors of *Game Change*Sasha Issenberg cracks open the secretive realm of modern campaigns, revealing a revolution that is influencing not only who wins elections but also the fate of the nation. This is a terrific and important book. David Grann, author of *The Lost City of Z*Sasha Issenberg is our most acute observer of the modern political campaign. With vivid portraiture and crystal-clear prose, he takes us beyond the charge-and-counter-charge, the rallies and stump speeches, to show us the hidden persuaders. This is the politics you'll never see on the nightly news. Richard Ben Cramer, author of *What it Takes*From the Hardcover edition.