American Government and Organization PS1301 Friday, 31 October

Positive Advertising Stress candidate’s qualifications, family, issues No direct reference to opponent Usually favored by the incumbent

Negative Advertising Attack opponent’s character and platform When outcome is uncertain, competitive election Challengers more likely to use negative ads than incumbents (backlash against incumbents) Designed to not only to change preferences but also behavior by discouraging turnout (for supporters of opponent)

Contrast Ads Compare the record and proposals of the candidates Bias toward the sponsor

Who Voted? Decline in voter turnout Lower for congressional elections than Presidential elections The role of age and education

Why is voter turnout so low? Difficulty of registration Lack of convenience Early voting Absentee voting Vote by mail Voter Attitudes Electoral System Changing demographics

Decline in Turnout

Age and Turnout

Role of Age and Education

Who Voted for Whom? Influence of Race and Gender

Religion Bush Gore Nader

Education and Income

Unions and Religion Bush Gore Nader

How do Presidential Elections and Congressional Elections Differ? Presidential elections are more salient The average voter has more information about the presidential candidates than congressional candidates. Consequently, party identification may play a lesser role in pres. elections Voters are more inclined to be influenced by personal/candidate characteristics and issue voting may be more prevalent.

Congressional Elections The empirical evidence suggests that party labels are have a greater effect when information about the candidate is low U.S. Rep State Senator St. Assy. County Board

Congressional Elections Decline in party id means that other cues become more important Incumbency Name recognition

Rise of Split Ticket Voting