1. Influences on Voters

2. Personal Background
Background includes such things as upbringing, family, age, occupation, income level and even general outlook on life.
Age – Older voters have different needs than younger voters, and middle age voters have even a different view.
Occupation- White collar professionals have different needs and wants from gov’t than lower level blue collar workers.

3. Other influences are education, religion, racial or ethnic background.
Education – The higher your level of education the more likely you are to vote.
Religion – Your belief system helps determine which candidate you will choose.
Race –Minorities vote less than the majority.
Individuals do not always vote the way their backgrounds might lead us to expect them to.

4. Cross-pressured Voter
Someone who is caught between conflicting elements in his own life.
Example –
Catholics tend to vote Democrat
Wealthy business executives traditionally vote Republican
What if you are both on these? Put on top of that that your friends are pushing you to vote for the Green party to help the environment.
For this voter, the campaign issues and personalities of the candidates will come into play in making a choice.

5. Effect of Political Parties
Party Loyalty plays and important party in who voters choose.
Loyal party members will choose their party’s candidate no matter what
Weak party members will lean toward their party’s candidate but will vote outside the party if they feel the other candidate is better.

6. Independent Voters
These are people that do not link themselves to any party.
They vote the issues.
The number of independent voters has increased over the past few years.
As the number continues to increase the influence of political parties on elections will lessen.

7. Issues
Today’s voters are better informed of the issues than ever before.
Television reaches almost every household.
Voters are better educated than in the past.
Current issues have a greater impact on the lives of individual voters than ever before in our history.
Examples; taxes, education, war, social security, environment, gun rights, abortion, immigration

8. Candidate’s Image Americans want a president they can trust.
The person must have past experience.
Sometimes the personal image a candidate puts out can influence the voters.
Example: many women voted for JFK because he was handsome and his wife was stylish.
If the party in power has done a good job, the people will transfer that image to anyone in that party running for an office.
A candidate must be able to portray the image that he has the qualities voters expect.

9. Propaganda
The using of ideas information, or rumors to influence opinion.
Propaganda is not necessarily lying or deception, though this is the image it has.
Propaganda was first used by
advertisers to sell products
Later political campaigns picked
up the idea.

10. Why People Don’t Vote Political apathy-indifference
Unable to get to polls
Lower level of gov’t being elected -- the lower the voter turnout
Elections with little of no media attention have low voter turnout
Barriers to voting- residency, problems getting registered
People are relatively satisfied with gov’t and its policies