How and Why Political Parties CHANGE [AP Gov Review, Unit 5 Topic 4 (5.4)]

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In this video Heimler walks you through Unit 5 Topic 4 (5.4) of the AP Government curriculum which is all about how and why political parties change and adapt.

A party can undergo a realignment either from the top down or the bottom up. Either way, it usually occurs after a long string of significant losses for their candidates. Parties also change their messaging in order to appeal to new coalitions of voters. And with the advent of new data management software, parties are able to more specifically target voters with their messages using both demographic and psychographic information.