Chapter 11: Voting, Campaigns, and Elections

A person who is running for elected office.

candidate

A method of gauging public opinion by observing a small number of people brought together to discuss specific issues, usually under the guidance of a moderator.

focus group

Voting for candidates based on their positions on specific issues, as opposed to their party or personal characteristics.

issue voting

In a political campaign, the central thematic statement of why voters ought to prefer one candidate over others.

message

The process of targeting very specific groups of potential voters. For example, using databases that combine voter rolls with credit card purchase information or grocery store savings club records to identify potential supporters.

microtargeting

Campaign content that attacks an opponent’s position on an issue, performance in office, or personal traits.

negative or attack campaigning

An individual’s enduring affective or instrumental attachment to one of the political parties; the most accurate single predictor of voting behavior.

party identification

A label carrying the party’s “brand name,” incorporating the policy positions and past performance voters attribute to it.

party label

Basing votes for a candidate or party on how successfully the candidate or party performed while in office.

performance voting

People who base their votes on candidates’ or parties’ positions on one particular issue of public policy, regardless of the candidates’ or parties’ positions on other issues.

single-issue voters

Money used by political parties for voter registration, public education, and voter mobilization. Until 2002, when Congress passed legislation outlawing soft money, the government had imposed no limits on contributions or expenditures for such purposes.

soft money