Dr. Barb
Over the years I have heard individuals say “well I voted for him because he was good looking” or “I am going to vote for her because she is a woman.” Do we vote based on looks, charisma, or issues that affect our daily lives? Let’s see what the experts and pundits say.
Every year voters think about for whom to vote, and some say “Why waste my time? My vote doesn’t count.” In any election, between 35% to 60% of registered or eligible voters don’t vote. Americans to muster every two or four years — enthusiasm about the candidates, belief in the importance of voting itself, a sense that anything can change as the result of a single vote. “I guess I just don’t think that one person’s vote can swing an election,” said Jon Anderson, who won’t be voting for president this year because of moral objections to both candidates. Most voters don’t vote unless they by chance think their vote counts or when the stakes are high. Are the stakes high this year?
The experts say those who vote usually have a higher income, more educated, more likely to be white and more likely to identify with one of the two political parties, but those who only vote some of the times were also fairly highly educated and white, and not overwhelmingly young. Nonvoters were more likely to have lower incomes; to be young; to have lower levels of education; and to say they don’t belong to either political party, which are all traits that square with what we know about people less likely to engage with the political system. There is a sense that the candidates are too flawed to be worth voting for or that the system is rigged or can’t be fixed by voting which came up in many of conversations with survey respondents.
According to Kulachai, Lerdtomornsakul and Homyamyen (2023) a number of factors influence voter decisions: Income, education, gender, age, political ideology, health care, climate change, personality traits and emotional intelligence.
Socio-cultural factors play a crucial role in shaping individuals’ voting decisions. These factors encompass a range of social and cultural influences that can shape political orientations and preferences. Social identity plays a significant role in shaping individuals’ voting decisions. Research has shown that people’s identification with certain social groups can influence their political preferences and voting behavior. Studies have highlighted the impact of social identities such as race, ethnicity, gender, and social class on voting Soc. Sci. 2023, 12, 469 6 of 16 decisions (Huddy 2013; Plutzer and Zipp 1996). Individuals often align their voting choices with the interests and perspectives associated with their racial and ethnic identities. Similarly, gender identity can influence voting decisions, with women often supporting candidates or policies that address issues of gender equality and reproductive rights (Dolan 2014). Ethnicity and race can significantly influence individuals’ voting decisions. Research has consistently shown that racial and ethnic identities play a crucial role in shaping political preferences and voting behavior. Studies have found that individuals from minority racial and ethnic groups often support candidates or parties that they perceive as more attentive to their concerns regarding racial or ethnic equality and social justice (Hajnal et al. 2017). Religion can significantly influence individuals’ voting decisions. Numerous studies have highlighted the impact of religious beliefs and affiliations on political preferences and voting behavior. Research has shown that individuals often align their voting choices with candidates or parties that they perceive as compatible with their religious values and moral convictions (Green et al. 1996; Layman 2001). Media influence plays a significant role in shaping individuals’ voting decisions. Research has consistently demonstrated the impact of media on political preferences and voting behavior. Numerous studies have shown that media exposure can shape individuals’ attitudes, knowledge, and perceptions of political candidates and issues (Prior 2007; Iyengar and Kinder 2010).
The influence of social networks on voting decisions has been a topic of significant interest and research in recent years. Social networks, such as Facebook, Twitter, and Instagram, have become platforms where individuals engage in political discussions, share political content, and interact with political candidates and campaigns. Studies have shown that social networks can have both direct and indirect effects on voting decisions. Firstly, social networks provide a space for political information dissemination, where individuals can access news articles, opinion pieces, and campaign messages. Exposure to such content can shape individuals’ political knowledge, attitudes, and preferences, which in turn may influence their voting decisions (Bakshy et al. 2015; Bond et al. 2012). Secondly, social networks facilitate social influence and information diffusion processes. Users are often connected to friends, family, and acquaintances on these platforms, and they are exposed to the political opinions and behaviors of their social contacts. Research has demonstrated that individuals are more likely to adopt the political views of their network connections, particularly when those connections are close and highly influential (Fowler and Christakis 2008; Cialdini and Goldstein 2004).
Party identification is a significant factor that influences voting decisions. It refers to an individual’s psychological attachment to a particular political party. Party identification can shape a voter’s overall political attitudes, values, and policy preferences, serving as a guiding framework for their voting behavior (Campbell et al. 1960). Party identification provides voters with a sense of identity and belonging to a larger political community.
Candidate characteristics play a significant role in influencing voting decisions. Voters often assess various personal attributes, qualifications, and characteristics of candidates when making their electoral choices. These factors can shape voters’ perceptions, attitudes, and preferences, ultimately influencing their decision to support a particular candidate. One important characteristic that voters consider is the candidate’s experience and qualifications. Voters tend to evaluate can Soc. Sci. 2023, 12, 469 9 of 16 candidates based on their educational background, professional accomplishments, and prior political experience. Candidates with a track record of relevant achievements or expertise in areas of importance to voters may be perceived as more competent and capable of effectively fulfilling the responsibilities of the position they seek (Nai and Maier 2016).
Policy positions are a crucial factor that influences voting decisions. Voters often consider the policy positions and stances of candidates when determining their support in elections. The alignment of a candidate’s policy positions with the preferences and values of voters can significantly impact their decision to vote for a particular candidate. Campaign strategies play a crucial role in shaping voting decisions. Political candidates and their campaigns employ various tactics and strategies to communicate their message, mobilize supporters, and persuade undecided voters. These strategies can influence voters’ perceptions, attitudes, and ultimately their decision to support a particular candidate. Effective communication is a fundamental aspect of campaign strategies. Candidates use various channels such as campaign speeches, debates, advertisements, social media, and direct voter outreach to convey their message and policy positions. Economic conditions can have a significant impact on voting decisions. Voters often consider the state of the economy and their personal financial situation when evaluating political candidates and making their electoral choices. The performance of the economy and perceptions about its trajectory can shape voters’ perceptions, attitudes, and preferences. Positive economic conditions, such as low unemployment rates, GDP growth, and rising incomes, can create a sense of optimism and satisfaction among voters.
Reference
Kulachai, W., Lerdtomornsakul, U. and Homyamyen, P. (2023) Factors Influencing Voting Decision: A Comprehensive Literature Review. Social Sciences. Soc. Sci. 2023, 12, 469. https://doi.org/10.3390/socsci12090469
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