When Issues Don't Matter

I've said it before: the candidates who stand tall and proud for their principles - regardless of the actual content of those principles - are the ones who win elections. Voters who are not down-the-line party faithful go for the candidate who projects strength and determination, not to say a "fuck you" attitude toward anyone who disagrees with her.

When you're considering Democratic candidates to support in next year's election, remember this.

Digby:

It's good to know that some voters are feeling buyer's remorse over their votes for the nihilistic Republicans in the last election. Imagine if they weren't:

Beneath the surface, these Republicans are losing ground with independents. Nationally in 2010, independents gave Republicans a +19 advantage. In the five states above for which we have exit poll data (FL, IA, OH, PA, WI), the Republican won among independents. Yet in six of these eight re-do polls, independents now say they would vote for the Democrat...

No doubt Democrats will face some challenges next fall. But in just a few short months, Republicans have alienated the voters who just brought them sweeping victories. Once again, Republicans mistakenly believed they would be greeted with sweets and flowers. Instead of "yes we can" voters are saying "we did what?!"
Yes, the Republicans deserve what they get. But still, it's not as if they lied to get into office. They said what they we going to do, it's just that these voters weren't listening.

Maybe they wanted to "send a message" to Washington that they were unhappy with the direction of the country. But what message were they sending? If it wasn't that they agreed with the Tea Party Republicans that the Democrats were a bunch of godless socialists who were trying to destroy the country, voting for Tea Party Republicans who believe the Democrats are a bunch of godless socialists probably isn't all that smart. The whole political system could very well get the wrong idea.

The political pendulum is swinging wildly right now and I would guess it's a mistake to think that either Party has cracked the code. It's gone back and forth four times since 2004. The problem is that the nation is polarized and so the "swing voters" ---who are the least informed people in the country --- are making the decisions, based on God knows what.

I'm reminded of this great article by Chris Hayes written in the wake of the 2004 election in which he recounts his work as a canvasser in Wisconsin. The whole article is worth reading seven years later because it's just as relevant today as it was then. This excerpt in particular captures the problem:

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.

The majority of undecided voters I spoke to couldn't name a single issue that was important to them. This was shocking to me. Think about it: The "issue" is the basic unit of political analysis for campaigns, candidates, journalists, and other members of the chattering classes. It's what makes up the subheadings on a candidate's website, it's what sober, serious people wish election outcomes hinged on, it's what every candidate pledges to run his campaign on, and it's what we always complain we don't see enough coverage of.

But the very concept of the issue seemed to be almost completely alien to most of the undecided voters I spoke to. (This was also true of a number of committed voters in both camps--though I'll risk being partisan here and say that Kerry voters, in my experience, were more likely to name specific issues they cared about than Bush supporters.) At first I thought this was a problem of simple semantics--maybe, I thought, "issue" is a term of art that sounds wonky and intimidating, causing voters to react as if they're being quizzed on a topic they haven't studied. 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.

To cite one example: I had a conversation with an undecided truck driver who was despondent because he had just hit a woman's car after having worked a week straight. He didn't think the accident was his fault and he was angry about being sued. "There's too many lawsuits these days," he told me. I was set to have to rebut a "tort reform" argument, but it never came. Even though there was a ready-made connection between what was happening in his life and a campaign issue, he never made the leap. I asked him about the company he worked for and whether it would cover his legal expenses; he said he didn't think so. I asked him if he was unionized and he said no. "The last job was unionized," he said. "They would have covered my expenses." I tried to steer him towards a political discussion about how Kerry would stand up for workers' rights and protect unions, but it never got anywhere. He didn't seem to think there was any connection between politics and whether his company would cover his legal costs. Had he made a connection between his predicament and the issue of tort reform, it might have benefited Bush; had he made a connection between his predicament and the issue of labor rights, it might have benefited Kerry. He made neither, and remained undecided.

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'm fairly sure that nobody in the Party has begun that hard work. But there does seem to be some movement on the left in general to push out real information about issues in ways people are beginning to understand. I could be wrong --- whatever it is, it's still vague and ephemeral. But hopes lives eternal.

Have you talked to your Democratic neighbors today?