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I can't say for sure if it's viable at scale or not. I can say with certainty that it was a big part of why California finally approved same-sex marriage in the early 2000s.
You don't have to convince everybody, just enough to tip the scales in your favor.
I think you might have your history mixed up. The courts legalized same sex marriage in California in 2008 but it was banned again after proposition 8 was passed by voters. It’s possible deep canvassing was used in the campaign against proposition 8. However, it certainly didn’t tip the scales. Same sex marriage only became legal again in 2013 thanks to a different court case that invalidated the proposition.
That said, I do think there are contexts where deep canvassing may be effective. For example, similar methods are an essential part of labor organizing. Progressive causes are just too resource poor in the US to use such methods at scale.
Thanks! I read about it in the book How Minds Change sometime last year, so I probably got some of those details a bit mixed up.
Unfortunately, that’s not how it played out. California residents actually voted for proposition 8 which banned same sex marriage. It wasn’t until a court case invalidated said proposition that same sex marriage became legal.