The sheer scope of electoral competition in the United States provides fertile ground for consultants offering the newest or most effective tools that can win a competitive race. Indeed, the large number of well-funded potential clients explains why the business of politics is so much larger in the United States than in other democratic nations. The origins of the political consulting industry in the United States has shaped the nature of elections, as well as the broader features of the U.S. political system. Efforts to better understand the dispositions and intentions of the voting public can create innovative campaign techniques that challenge existing conceptions of political intelligence and advice. Just as the advent of radio, polling, or television has influenced how politics work in the United States, digital campaign tools in the form of Internet advertising or data analytics have also altered the character of political work.
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