Canvassing

Canvassing plays a crucial role in political campaigns and grassroots movements, leveraging direct, personalized interactions between campaigners and canvassed individuals to shape, reinforce, or change attitudes or behaviors. Its historical evolution from traditional face-to-face contacts to sophisticated door-knocking operations based on data, analytics, and technology, highlights its adaptability and sustained importance. Research on canvassing is predominantly centered on the U.S. context. However, initial comparative research indicates different levels of sophistication in the use of data-driven canvassing across countries and political parties. Experimental research has repeatedly shown that canvassing heightens turnout, yet research on its impact on voting decisions is limited and yields mixed results. Data-driven canvassing presents a challenge in balancing effectiveness with ethical and privacy concerns, making transparency and accountability essential for maintaining its effectiveness in voter outreach. With technological advancements, canvassing is evolving, providing new avenues for activists to engage with voters personally and mobilizing democratic participation.