Deep canvassing: Persuasion, ethics, democracy and activist public relations

In the run up to the 2020 US presidential elections, some activist groups promoted the practice of ‘deep canvassing political persuasion’ as an inclusive, values-based communication strategy, to turn Trump voters favourably towards left leaning or progressive agendas. Deep canvassing emphasises non-judgemental listening to voters’ stories and emotions, in order to avoid any threat that voters may feel from ‘forms of persuasion employed by traditional political campaigns’. In current conditions, some see it as an antidote to the increased persuasive power of misinformation campaigns. This paper provides a critical description of deep canvassing and investigates its growing appeal as a persuasive activist communication practice in the US, focussing on its justification and ethical orientation. In doing so, it situates the practice as ‘activist public relations’ and discusses its context in relation to democratic models. The paper will field the proposition that deep canvassing should be situated within a broader and more robust discussion of democracy, discourse and power to fully understand its ethical and social implications. This study of contemporary communication in the US contexts will shed light on democratic political cultures and interrelationships of power and language between civil society, business and government that support their distribution and interpretation.