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The "party of nonvoters" is 120 million strong. Whoever corrals them will hold the key to future elections
"Politics is who gets what, when, and how..."
—Harold Lasswell
America's largest political party, in Walter Dean Burnham's phrase, is "the party of nonvoters"—120 million strong. Barring a realigning event on the order of the Great Depression, today's "fifty-fifty" tie in American politics can't be broken with current voters. The electorate needs to expand. The first party to mobilize a significant fraction of nonvoters will become the new American majority.
Bit of interesting reading.
http://www.theatlantic.com/unbound/polipro/pp2002-11-27.htm