The most popular political cliché of the past election was “low information voter.” This newly identified category seems to have replaced “Soccer moms,” “NASCAR dads,” and “angry white men” as the hot bloc that every campaign simply must have.
Despite our usual aversion to neologisms we rather like this coinage, certainly more than any of its recent predecessors. We’ve never met anyone who could be adequately defined as a “Soccer mom” or “NASCAR dad,” and the many angry white men we’ve known are no angrier than the angry people of other races and sexes, but we’ve encountered so many low information voters over the years that it seems necessary they should have a name. “Low information voter” has a drearily sociological ring to it, and we would have preferred something more acerbic, but it will do.
The term is neatly self-explanatory, at least, describing someone who persists in exercising his franchise despite having little knowledge of the issues or candidates that he’s voting about. No one knows precisely how much of the electorate matches this description, but everyone agrees that it’s a sizeable share. There are enough of them, we’re sure, to determine the outcome of an election.
For many years it was the consensus of liberal opinion that the more ignorant voters were inclined to vote for Republican candidates, and such snobbery still stubbornly persists in some quarters The would-be wags at the Urban Dictionary site, for instance, define a low information voters as “One who votes based on information gleaned from other low information voters, rumors, viral emails, and FOX ‘News,’” and cites as an example someone who “will vote against labor unions” despite the unalloyed wonders wrought by the labor movement. Since the past election, however, even such impeccably liberal publications as The Hill were forced to admit that the Democrats are now winning the lion’s share of the low information voters.
Some Democratic partisans even point with pride to the Obama campaign’s careful courtship of the low information vote, a strategy that included the president’s penchant for appearing mainly on such entertainment shows as The View, Late Night with David Letterman, The Daily Show, and, as we never tire of mentioning, The Pimp With a Limp’s radio program. We stand by our frequent criticism that such appearances demean the dignity of the president and his office, but are now forced to concede that it is apparently shrewd politics.
Even without the president’s participation, though, the mass entertainment media that low information voters flock to provide a constant flow of propaganda that is helpful to the Democrats. Businessmen are almost invariably depicted as villains, religious people are routinely ridiculed, class resentments are encouraged, and everywhere a notion of “cool” explicitly associated with liberalism is celebrated. Most of the news media are just as bad, hyping every Republican misstep to a point that even the most determinedly uninformed voters will hear of it while avoiding any mention of the numerous Democratic scandals that would be front-page material if they had happened during an earlier administration. Those few outlets that do report information critical of Obama are easily ignored, and wind up with the word news put in sneering quote marks.
We’ve spoken with numerous Obama supporters who were blissfully unaware of the Fast and Furious fiasco or the Solyndra debacle, to mention just two of the embarrassing stories that somehow haven’t dogged the administration, and these people include regular readers of The New York Times and other supposedly respectable publications. More apolitical acquaintances of ours don’t know that the federal government has been borrowing a trillion dollars every nine months for the past four years, and when informed of the fact they don’t seem to understand that a trillion dollars is a significant amount of money. They feel entitled to revel in their intellectual superiority to Sarah Palin, though, and know all about the Republicans’ racist and sexist ways even if they can’t cite any examples of these character flaws.
Wooing these voters will be difficult for the Republicans. The Democrats’ tax-the-rich philosophy has a natural appeal to voters who have come through the egalitarian indoctrination of the public schools, for instance, and refuting it requires facts about the exceptionally progressive nature of the current tax system and talk of Laffer Curves and capital flight that seem to have a painful effect on the brain of a typical low information voter. Almost all of the arguments for conservatism are complex and often counter-intuitive, and none have the low-brow entertainment value of the President of the United States slow-jamming the news on the Jimmy Fallon show. The Democrats’ argument that they will give free stuff and the stingy Republicans won’t is quite simply understood, on the other hand, and the counter-argument involves less immediate consequences that the low information voter is content to wait for so long as the goodies keep coming.
So far the best advice the consultants can offer is that conservatives start schmoozing on the talk shows more often, and being as hip as possible when doing so, and that’s probably a good start so long as they don’t embarrass themselves in the process. A more effective solution will require changing the culture, though, and that’s going to be a lot more difficult than just enduring the company of the late night comedians who provide the low information to all those voters.
— Bud Norman