Getting voters to the polls

                Both main parties have their natural base of supporters, and both parties have means by which to motivate their natural base. For instance, the stereotypical Democrat is likely to be relatively younger than their Republican counterpart. They are also more likely to be female, part of a minority group, reside in a large city and/or live in the North-East/West Coast. They are further inclined to adopt a tolerant mindset on a variety of lifestyle issues. However, the stereotypical Republican voter is white, male and living in a rural area. They are more likely to hold a conservative mindset and are thereby supportive of traditional moral values. It must also be acknowledged that people are motivated to vote via an emphasis upon key issues such as the state of the economy and national security. A convincing policy platform; combined with a charismatic politician, will also tend to attract voters to the ballot box.

                Both parties seek to motivate their party base by an emphasis upon the culture wars, a phenomenon which dates back to the 1960s. Since that time, the two parties have been divided on emotive issues such as women’s rights, gay marriage and so on. In the contemporary era, Democrat voters might be motivated to vote based on a desire to uphold the rights of minority groups or the right of a woman to choose an abortion. Equally, Republican voters might be motivated to vote by an appeal to traditional conservative values underlined by a broadly religious message.

                Both parties also seek to motivate their potential voters via a subtle emphasis upon social class. For a country in which social class is widely believed to have little bearing on voting behavior, our social background still plays a role in determining American elections. In terms of the Democrats, their core demographic may well take the view that the GOP is merely the party of the wealthy elite (as exemplified by their candidates for the presidency such as Donald Trump). Equally, the Republican Party may seek to portray their opponents as out-of-touch liberal elitists hostile to the common-sense values of ordinary, everyday folk. It must however be noted than an overt emphasis upon social class does not play that well within the states.

               

Democrats and Republicans utilize modern technology in order to target potential voters and thereby maximize their support. During the 2004 election, it was the Republicans who led the way under Karl Rove with a strategy known as GOTV (Get Out The Vote). However, it is the Democrats who have made the best use of technology in recent times. During the so-called ‘Facebook’ election of 2008, the Democrats managed to successfully target potential voters via new social media. In 2012, they went one better in their use of new technology. Never before has a political campaign amassed such a vast amount of data about potential voters. It is a sign of the times that the mastermind behind the Democrat campaign (Jim Messina) consulted both Steven Spielberg and Steve Jobs for advice.

It must surely be acknowledged that new social media plays in the Democrats favor. The Republicans are more appealing to an older demographic of voters, whereas Democrats appeal to a much younger group of voters. Younger people are of course much more inclined to utilize new social media than older voters. It is also worth noting that both parties will target their message to those parts of the country, or those institutions; that are most likely to house their natural supporters. For instance, a Republican campaign team will promote their candidates/cause within churches in rural parts of the country. Similarly, Democrats will usually find a receptive audience within a University campus. There is little reason for either party to target an area or institution in which their natural base of supporters does not reside, unless they can identify a number of independents and moderates.

                Technology also enables both parties to target swing voters. Those who might vote for candidates from either party are a prized asset in any given election. Swing voters might be identified by the area in which they reside, or to some extent their social characteristics. At the present time, those living in swing states and/or suburbs are seen by both parties as ‘up for grabs.’ In contrast, the GOP is hardly likely to tailor its message towards African-Americans living in urban areas. Equally, the Democrats have little appeal amongst white Evangelical Protestants. This would arguably be a waste of resources from their respective campaign teams, both in terms of time and money; to bother with such a fruitless search for votes.