Chapp analyzes the content and context of political speeches and draws on survey data, historical evidence, and controlled experiments to evaluate how citizens respond to religious stumping. Effective religious rhetoric, he finds, is characterized by two factors-emotive cues and invocations of collective identity-and these factors regularly shape the outcomes of American presidential elections and the dynamics of political representation. While we tend to think that certain issues (e.g., abortion) are invoked to appeal to specific religious constituencies who vote solely on such issues, Chapp shows that religious rhetoric is often more encompassing and less issue-specific. He concludes that voter identification with an American civic religion remains a driving force in American elections, despite its potentially divisive undercurrents.
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