PLATFORM : Creeping Apathy
California is unique because (of the number) of referendums on the ballot and active campaigning on initiatives--both sides using television, radio and print. The initiative process is positive because it gives the electorate the ability to make decisions about specific issues. It’s negative because it exposes the electorate to a deluge of communication that is fashioned cynically and manipulatively.
Refendum advertising is usually far dirtier than office campaigns.
Some of the negative techniques pioneered in the referenda campaigns are often picked up by candidates in the following election campaign. Candidates get no advantage by taking a substantive position, because it simply leaves them open for attack.
As a result of this campaign-intensive environment in California, some of the novelty is wearing off. Californians are becoming more and more suspicious. Over time, an increasing number of voters begin to feel that taking part in the electoral process is not terribly important.
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