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Message development · 2023 · full text

Talking Points: Both Sides of Marijuana Legalization

The assignment: write persuasive candidate talking points for both sides of the same issue, each tuned to its audience. The skill on display isn't the position — it's the audience analysis.

message developmentaudience targeting

Democratic challenger — for federal legalization

Audience: moderate/centrist Democratic voters, not well informed on the issue, persuadable.

Republican incumbent — for continued prohibition

Audience: the incumbent's base, looking for continued federal prohibition.

A message-development exercise from a graduate political communication program: same issue, two candidates, two audiences, two evidence bases. Neither set represents a personal position.