Undecided voters aren’t as rational as you think. Members of the political class may disparage undecided voters, but we at least tend to impute to them a basic rationality. We’re giving them too much credit. I met voters who told me they were voting for Bush, but who named their most important issue as the environment. One man told me he voted for Bush in 2000 because he thought that with Cheney, an oilman, on the ticket, the administration would finally be able to make us independent from foreign oil. A colleague spoke to a voter who had been a big Howard Dean fan, but had switched to supporting Bush after Dean lost the nomination. After half an hour in the man’s house, she still couldn’t make sense of his decision.
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Undecided voters do care about politics; they just don’t enjoy politics…The mere fact that you’re reading this article right now suggests that you not only think politics is important, but you actually like it. You read the paper and listen to political radio and talk about politics at parties. In other words, you view politics the way a lot of people view cooking or sports or opera: as a hobby. Most undecided voters, by contrast, seem to view politics the way I view laundry. While I understand that to be a functioning member of society I have to do my laundry, and I always eventually get it done, I’ll never do it before every last piece of clean clothing is dirty, as I find the entire business to be a chore. A significant number of undecided voters, I think, view politics in exactly this way: as a chore, a duty, something that must be done but is altogether unpleasant, and therefore something best put off for as long as possible.
A disturbing number of undecided voters are crypto-racist isolationists. In the age of the war on terror and the war in Iraq, pundits agreed that this would be the most foreign policy-oriented election in a generation–and polling throughout the summer seemed to bear that out…But just because voters were unusually concerned about foreign policy didn’t mean they had fundamentally shifted their outlook on world affairs. In fact, among undecided voters, I encountered a consistent and surprising isolationism–an isolationism that September 11 was supposed to have made obsolete everywhere but the left and right fringes of the political spectrum.
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In fact, there was a disturbing trend among undecided voters–as well as some Kerry supporters–towards an opposition to the Iraq war based largely on the ugliest of rationales. I had one conversation with an undecided, sixtyish, white voter whose wife was voting for Kerry. When I mentioned the “mess in Iraq” he lit up. “We should have gone through Iraq like shit through tinfoil,” he said, leaning hard on the railing of his porch. As I tried to make sense of the mental image this evoked, he continued: “I mean we should have dominated the place; that’s the only thing these people understand. … Teaching democracy to Arabs is like teaching the alphabet to rats.”
That may have been the most explicit articulation I heard of this mindset–but it wasn’t an isolated incident. A few days later, someone told me that he wished we could put Saddam back in power because he “knew how to rule these people.” While Bush’s rhetoric about spreading freedom and democracy played well with blue-state liberal hawks and red-state Christian conservatives who are inclined towards a missionary view of world affairs, it seemed to fall flat among the undecided voters I spoke with. This was not merely the view of the odd kook; it was a common theme I heard from all different kinds of undecided voters.
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The worse things got in Iraq, the better things got for Bush. Liberal commentators, and even many conservative ones, assumed, not unreasonably, that the awful situation in Iraq would prove to be the president’s undoing. But I found that the very severity and intractability of the Iraq disaster helped Bush because it induced a kind of fatalism about the possibility of progress.
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To be sure, maybe they simply thought Kerry’s promise to bring in allies was a lame idea–after all, many well-informed observers did. But I became convinced that there was something else at play here, because undecided voters extended the same logic to other seemingly intractable problems, like the deficit or health care. On these issues, too, undecideds recognized the severity of the situation–but precisely because they understood the severity, they were inclined to be skeptical of Kerry’s ability to fix things. Undecided voters, as everyone knows, have a deep skepticism about the ability of politicians to keep their promises and solve problems. So the staggering incompetence and irresponsibility of the Bush administration and the demonstrably poor state of world affairs seemed to serve not as indictments of Bush in particular, but rather of politicians in general.
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undecideds seemed oddly unwilling to hold the president accountable for his previous actions, focusing instead on the practical issue of who would have a better chance of success in the future. Because undecideds seemed uninterested in assessing responsibility for the past, Bush suffered no penalty for having made things so bad; and because undecideds were focused on, but cynical about, the future, the worse things appeared, the less inclined they were to believe that problems could be fixed–thereby nullifying the backbone of Kerry’s case. Needless to say, I found this logic maddening.
Undecided voters don’t think in terms of issues. Perhaps the greatest myth about undecided voters is that they are undecided because of the “issues.” That is, while they might favor Kerry on the economy, they favor Bush on terrorism; or while they are anti-gay marriage, they also support social welfare programs. Occasionally I did encounter undecided voters who were genuinely cross-pressured–a couple who was fiercely pro-life, antiwar, and pro-environment for example–but such cases were exceedingly rare. More often than not, when I asked undecided voters what issues they would pay attention to as they made up their minds I was met with a blank stare, as if I’d just asked them to name their favorite prime number.
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But the very concept of the issue seemed to be almost completely alien to most of the undecided voters I spoke to… So I tried other ways of asking the same question: “Anything of particular concern to you? Are you anxious or worried about anything? Are you excited about what’s been happening in the country in the last four years?”
These questions, too, more often than not yielded bewilderment. As far as I could tell, the problem wasn’t the word “issue”; it was a fundamental lack of understanding of what constituted the broad category of the “political.” The undecideds I spoke to didn’t seem to have any intuitive grasp of what kinds of grievances qualify as political grievances. Often, once I would engage undecided voters, they would list concerns, such as the rising cost of health care; but when I would tell them that Kerry had a plan to lower health-care premiums, they would respond in disbelief–not in disbelief that he had a plan, but that the cost of health care was a political issue. It was as if you were telling them that Kerry was promising to extend summer into December.
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In this context, Bush’s victory, particularly on the strength of those voters who listed “values” as their number one issue, makes perfect sense. Kerry ran a campaign that was about politics: He parsed the world into political categories and offered political solutions. Bush did this too, but it wasn’t the main thrust of his campaign. Instead, the president ran on broad themes, like “character” and “morals.” Everyone feels an immediate and intuitive expertise on morals and values–we all know what’s right and wrong. But how can undecided voters evaluate a candidate on issues if they don’t even grasp what issues are?
Liberals like to point out that majorities of Americans agree with the Democratic Party on the issues, so Republicans are forced to run on character and values in order to win. (This cuts both ways: I met a large number of Bush/Feingold voters whose politics were more in line with the Republican president, but who admired the backbone and gutsiness of their Democratic senator.) But polls that ask people about issues presuppose a basic familiarity with the concept of issues–a familiarity that may not exist.
As far as I can tell, this leaves Democrats with two options: either abandon “issues” as the lynchpin of political campaigns and adopt the language of values, morals, and character as many have suggested; or begin the long-term and arduous task of rebuilding a popular, accessible political vocabulary–of convincing undecided voters to believe once again in the importance of issues. The former strategy could help the Democrats stop the bleeding in time for 2008. But the latter strategy might be necessary for the Democrats to become a majority party again.
I suspect that there are more than a few of these types of voters out there and they unfortunately gain in significance hugely with the electorate so evenly split. These are the people you reach through showbiz values. Logic, self interest, philosophy are useless. Gotta put on a better show. It’s not that hard to do.
