Models of Voter Behavior in Traditional and Evolving Democracies

ABSTRACT

The data of Polish, Slovenian, and U.S. political elections have been analyzed according to Newman's model of voter's choice behavior (Newman & Sheth 1985; Newman 1999). The results of the research were interpreted with the methodology of structural equations, where cognitive domains, the media, and the emotional feelings toward the candidates were variables in mutual cause-and-effect relationships. The results of the analyses demonstrated the differences in the importance of the media for the election process. In established democracies like in the U.S. the media play an important role as independent means of delivering information, while in evolving democracies media are not independent and are oftentimes used by the competing political sides as an element in electoral battles. The article also presents proposals for studying voter behaviors within constructivist and realistic paradigms as well as some suggestions for marketing practice.     

Models of Voter Behavior

Abstract

This article reports on a test of a predictive model of voter behavior in Slovenia. The study is based on Slovenian parliamentary elections held on 15 October 2000. A survey was made in an electoral unit (“Vrhnika”). This is one of the tests that were simultaneously done in three countries-Poland, the US and Slovenia. The purpose of the test reported in this study was to test the model in a different cultural and political setting from the one in which it was designed, and also in a different electoral setting-in a proportional instead of majority system of voting. The model proved itself as working in Slovenia.     

The 2000 American Presidential Election

Abstract

The 2000 Presidential election was one of the longest, most expensive and closest in American history. It was the Presidential election that exposed the flaws (or genius) of the electoral college system, demonstrated the imperfections of media dependency on exit polls and quick election calling, and showed how a third party candidate with just two percent of the popular vote could make the difference in the crucial state of Florida. Democrats lost states they should have won; Republicans lost every big city and most of their suburbs; and the Florida election came down to a five-to-four muddled decision by the Supreme Court. Americans collectively learned a great civics lesson: that even in a bitter, controversial contest, our candidates accept defeat graciously; the simple act of voting is not so simple; and that for all its shortcomings, the electoral college did work.     

Changing Horses in Wartime? The 2004 Presidential Election

The literature makes clear that foreign policy affects voting, but it does not lead to clear expectations as to how a war will affect voting. Will views about the advisability of the war predominate? Or will the indirect effect through the incumbent’s image be more important? Will a war crowd out other potential issues, particularly domestic ones? This paper addresses these questions through a series of focused analyses of NES survey data. We find that an increase in strong Republican partisans clinched the election for President Bush. The Iraq War was not a direct vote gainer for the President, but the larger War on Terrorism burnished his image as a leader, at least long enough to win the election. Likewise, the cultural war allowed President Bush to retain some of the votes that he might otherwise have lost due to the unpopularity of the Iraq War.     

Testing a Predictive Model of Voter Behavior on the 2000 U.S. Presidential Election

Abstract

Utilizing a predictive model of voter behavior, this study identified the motivations behind a sample of voters who cast a ballot for George W. Bush and AI Gore in the 2000 presidential campaign. The motivations of the voters were differentiated on the basis of the “value” they sought in a president. In other words, just as companies in the “commercial marketplace” have to create value to attract customers, so does a candidate in the “political marketplace” who is seeking to carve out a niche for himself that separates him from his competition. Pairwise discriminant analysis is used to identify the motivations behind the choice behavior of voters at both the candidate and party level. The results reveal the complimentary roles that the political party and each candidate's campaign organization played in their respective marketing strategies.     

The 2016 Austrian Presidential Election: A Tale of Three Divides

The 2016 Austrian presidential election was remarkably different than the previous ones in the history of the country characterized by its stable political system. Not only did it open the role of president in Austria to debate, but it also sidelined the two political parties that had dominated Austrian politics since World War II. Alexander Van der Bellen won the election with one of the closest margins in recent history. This article argues that the election divided the country in more than one way. Besides the near 50–50 divide between the candidates, the results show that it generated important dynamics in territorial politics as well, notably in the states and cities of Austria. These results point towards a party system transformation in Austrian politics.     

Fear in the Voting Booth: The 2004 Presidential Election

Every presidential election offers interesting questions for analysis, but some elections are more puzzling than others. The election of 2004 involves two linked and countervailing puzzles. The first is: How did President George W. Bush manage to win at all, avoiding the fates of George H.W. Bush and Jimmy Carter? The other is: Why didn’t he win by a more substantial margin than in his first election, as all reelected presidents since Eisenhower were able to do? On the one hand, in the wake of September 11, the president had approval ratings around 90% and the threat of terrorism remained a substantial concern through Election Day. This would seem to afford Bush an overwhelming advantage. On the other hand, the public’s views of the state of the economy and of the course of the war in Iraq were negative. We think that the juxtaposition of these questions will help to explain the outcome of the election and of the pattern of the results. Moreover, by unpacking our explanation of the vote into three policy-related issue components—economic retrospective evaluations, domestic policy views, and foreign policy views—we examine the way these preferences contributed to the electorate’s voting decisions.     

A spatial analysis of county-level outcomes in US Presidential elections: 1988–2000

This paper identifies spatial patterns of county-level presidential election outcomes from 1988 to 2000, and tests the retrospective (reward–punishment) and issue–priority models of voting behavior within the context of county-level geographical clusters. Based on our spatial analyses, we find that: the geographical concentration of the partisan vote has increased at both the global and regional scales. Globally, counties have become more likely to be clustered with similar counties in terms of their partisan support. Regionally, Democrats have increasingly received more votes from the East and the urban areas than Republican candidates while the opposite is true in the West and the rural areas. The regression analyses also support aspects of the issue–priority model of voting behavior, while the retrospective theory is confirmed only for 1996.     

Retrospective and Prospective Performance Assessments during the 2004 Election Campaign: Tests of Mediation and News Media Priming

According to many theoretical accounts of the vote choice, distal determinants (e.g., party identification) influence proximal determinants (e.g., perceptions of candidates), which in turn shape candidate preferences. Yet almost no research on voting has formally tested such mediational hypotheses. Using national survey data collected between February and September of 2004, this paper begins by illustrating how to conduct such investigations. We explored whether public approval of President Bush’s handling of a series of specific national problems (e.g., the Iraq war) influenced overall assessments of his job performance and evaluations of his likely future performance versus John Kerry’s, which in turn shaped vote choices. The results are consistent with the claim of mediation and shed additional light on the impact of various issues on the 2004 election outcome. We also tested what we term the “dosage hypothesis,” derived from news media priming theory, which posits that changes in the amount of media coverage of an issue during the course of a campaign should precipitate changes in the weight citizens place on that issue when evaluating the president’s overall job performance, particularly among citizens most exposed to the news. Surprisingly, this analysis did not yield consistent support for the venerable dosage hypothesis, suggesting that the conditions under which priming occurs should be specified much more precisely in future work.

Vota por tu Futuro: Partisan Mobilization of Latino Voters in the 2000 Presidential Election

Over the past two presidential elections, the major parties have been making a push at appealing to Latinos, airing over 3000 political advertisements in Spanish in the 2000 presidential election. In this paper, we ask whether the political ads used in the 2000 election had any effect on Latino turnout. We argue that the effectiveness of ads on the likelihood of turnout depends on how targeted the ad is to Latinos and the individual’s process of acculturation. We test our hypotheses using data from the Campaign Media Analysis Group, merged with data from the 2000 National Annenberg Election Survey. We find that the effectiveness of the ads on the likelihood of turnout was mediated by the individual’s dominant language, which is taken as a proxy for the process of acculturation.

Influence of Voter Demographics and Newspaper in Shaping Political Party Choice in India: An Empirical Investigation

Choice of political party is an important decision a citizen faces in a democracy. In recent times, as democracies in many countries have matured, a number of studies are focusing on party and candidate choice and their various determinants. India, being the largest democracy, provides a fertile ground for such research. Accordingly, in this paper we concentrate on demographic characteristics, newspaper-reading habits of voters, and their political choice. To study this we have considered a very unique data set collected just before the watershed elections in the state of West Bengal in India, where the ruling Communist coalition was defeated after thirty-four years of power in the state. The survey was conducted using a structured questionnaire to collect information on demographic characteristics of voters and their political choice. The respondents were asked to indicate their party choice from among the three major political parties. As the literature shows that gender, age, education, income levels, marital status, occupational status, and choice of newspaper have significant impact on political choice, we have considered these as predictor variables for our study. From our study it is seen that among the demographic determinants, gender, marital status, and income of the respondents do not influence the choice of political party in our sample. However, occupation and newspaper choice of voters have significant impact on political party choice in our sample. In addition, we have observed that certain categories of age of voters significantly influence decision making of voters along with occupation and newspaper choice categories.     

Political Brand Equity Model: The Integration of Political Brands in Voter Choice

The voters’ choices about political parties have many similarities with how they make their choices about commercial brands. Therefore, political parties are now constantly applying the concept and strategies of brand management to make the political product attractive, appealable, trustable, differentiable, a source of long-term relationships, and a decision-making driver. Furthermore, the political parties have to play an active role in the community's political socialization processes, which rely heavily on branding strategies. Because, the party equity is largely based on the community's social gregariousness that has profound effect on the electorates' propensity to participate in the politics. This study has deeply explored and broadened the concept of party equity analogous to commercial brand equity typology by developing a politics-specific brand equity model. This model demonstrates the integration of political brands in voter choice. Empirically, this model has been validated by collecting 550 valid responses from the constituency of District Gujrat, Pakistan. A careful analysis of these responses through structural equation modeling methodology has revealed that political parties vary according to the outcomes of their role in the political socialization process of the communities, loyalty, and voters’ attitude. Parties that have favorable role in the socialization process have strong party knowledge and thus have high party equity as compared to competing political parties, which have a weak position of party knowledge. Similarly, this study provides the roadmap and guidelines for the political parties to manage their party equity. Similarly, the model would be able to facilitate political parties in comparing different constituencies on the basis of their diversified social dynamics and political knowledge and in the development of a constituency-based manifesto, also termed “localized manifesto,” to further enhance their vote bank.     

A Quarter Century of News Coverage of Candidates in Presidential Nomination Campaigns

Abstract

This paper analyzes network news coverage of presidential nomination candidates during the pre-primary and primaries seasons from 1975 to 2000. Using data from the Vanderbilt Television Archives, we find that the network news programs are giving less coverage to the candidates. The decline corresponds to the front-loaded primary schedule, which produces a presumptive nominee sooner and effectively ends coverage of the nomination campaign. We also analyze news coverage of US senators and representatives campaigning for the presidency. Legislators' news coverage varies with their position in Congress and their position in or at the polls.     

The Four Predicaments of American Liberalism: Challenges and Opportunities in a Presidential Election Year

The presidential campaigns of Hillary Clinton and Barack Obama have indicated an apparent resurgence in American liberalism. More significantly, they have underlined both the highly problematic nature of the liberal legacy within the Democratic Party and the difficulties of mobilising liberal themes in the battle of ideas that characterises the conduct of politics in the United States. The article examines the difficulty of the issue by reference to four predicaments that persistently condition the status and deployment of liberal themes. In analysing the problems of strategy, historical narrative, political positioning and ideational engagement, the study analyses the negative connotations of contemporary liberalism, the multiple limitations of liberal reform, and liberalism's deficiencies in the politics of America's core ideas. A revived liberal prospectus will depend upon the ingenuity of liberal forces in challenging the conservative ascendancy in ideational competition, and in renegotiating a public settlement of their own with the central strands of political legitimacy.     

Political Marketing Research in the 2000 U.S. Election

Abstract

It is not news that polls and other forms of marketing research are regularly employed to craft political strategy. What is new is that the 2000 U.S. election represented a turning point where political marketing research seems to take center stage. The print and broadcast media employed polls and other forms of research at levels far beyond anything ever seen before. At times, it appeared as if almost as much attention was being given to polls as was being given to the political candidates and the issues. This was clearly a new and important posturing of the role of political marketing research. With this as a backdrop, the current article compares polls and other forms of political research-focusing on what went wrong and what was right in terms of the use of polls, focus groups and Internet research during the 2000 U.S. election. The article ends with the presentation of some exploratory research that examines insights about respondents' opinions regarding the impact of political polls.     

A Question of Authority: Religion and Cultural Conflict in the 2004 Election

In this study I adopt a view of cultural conflict that extends beyond the usual set of controversial “moral” issues like abortion and gay rights to include symbolic issues related to patriotism and group affect. Using a set of survey items asking about respondents’ preferences in child-rearing, I create a measure of individuals’ orientations toward authority that proves to be a potent predictor of attitudes on cultural issues, affect toward social groups, party identification, and vote choice. This authority effect persists even in the presence of extensive multivariate controls for demographic and religious variables. I find that both authority measures and religion measures shape political attitudes, suggesting the need for a multi-faceted approach to understanding cultural conflict.

2003年深圳市区级人大代表竞选现象的政治解读

在2003年深圳市区级人民代表大会代表换届选举中，出现了一些“民荐候选人”或“自荐候选”，体现了我国民主政治发展的民间动力和社会基础日益增强，激活了现行体制和本制度中内在的民主基因，催生着有中国特色社会主义的民主竞选制度。通过这次选举，可以看出，民主政治是需要在实践中不断学习的利益协调机制，民主政治的健康发展，必须防止金钱的腐蚀和干扰，公正地保护弱势群体的应有权利。     

城市社区居委会选举失范问题探析

选举失范是选举中的相关主体难以遵从选举规范或遵从选举规范的成本大于收益,或违反规范的行为会带来更大的收益时发生的违反选举规范的行为而产生的社会现象。由于选举程序不够完善,监管体制不够健全等原因,使得当前居委会直选中存在着操纵选举、贿赂选民等一系列失范现象,对选举的公平性、民主性和结果的合法性带来了极大的冲击。这就要通过推动城市管理体制改革、完善社区直选程序、建立监督惩处机制等途径消除这些失范行为,推动选举的规范化。     

Winds of Change: Voter Blame and Storm Gudrun in the 2006 Swedish Parliamentary Election

Can a natural disaster shift long-standing party support for the long-term? Studies of political behavior indicate that, as elections approach, voters punish or credit governments based on their responses to severe weather phenomena. It may still be considered an open question, however, if poor crisis response could trigger more durable shifts in long-standing party support. I provide empirical evidence suggesting that it could. I exploit a crucial case for the study of change in party support, Storm Gudrun (Erwin), to examine long lasting punishment effects over crisis response. The estimated effect is of a magnitude that equals the largest block-transfer of voters in Swedish history and can be seen over three parliamentary elections (2006, 2010 and 2014).     

Change and Continuity in the Liberal Democrat General Election Campaign of 2005

This article analyses the Liberal Democrat general election campaign of 2005, with special attention to developments in the party between 2001 and 2005. It argues that there was significant change in policy during that period, towards an agenda emphasising decentralisation and 'tough liberalism'. However, this did not significantly alter the party's overall message from that of 2001, which remained focused on policies such as scrapping university tuition fees. Meanwhile, there was great continuity in campaign strategy and tactics, particularly because of the influence of the party's Chief Executive, Lord Rennard. Tactical innovations in 2005 stemmed from the party's success at fundraising, rather than any decision that new methods of campaigning were necessary. The article concludes with a critical assessment of the campaign, and examines the issues which are likely to arise in forthcoming debates on Liberal Democrat strategy, policy and leadership.