Political parties need to modify their policies and messaging to appeal to diverse demographics of voters.
Political parties have been declining in recent decades due to several factors:
- Third-party challengers have taken votes from major candidates.
- Loss of support by party loyalists, and increase in independent voters.
- Increase in split-ticket voting.
- Lack of perceived differences between parties and their candidates.
- Party reforms that create greater diversity and openness, leading to greater conflict within some parties.
- New technologies allowing candidates to become more independent of parties and appeal directly to voters, weakening the role of parties in the nomination process.
- Candidate-centered campaigns in which candidates, not parties, have most of the initiative and influence.
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