Voters Look For Character Not Experience

This is from the AP news story linked to in this entry's title:

WASHINGTON — For all the policy blueprints churned out by presidential campaigns, there is this indisputable fact: People care less about issues than they do about a candidate's character.

A new Associated Press-Ipsos poll says 55 percent of those surveyed consider honesty, integrity and other values of character the most important qualities they look for in a presidential candidate.

The story goes on to examine the poll results and also to examine how the various candidates stack up on the whole "character" factor. One of the political consultants quoted in the poll points out that "character" encompasses a matrix of issues, including intelligence and empathy. This poll makes sense because voters don't have the time to get to really know a candidate and never did have the time. Voters have always depended on cues to tell them how to vote.

In the past such cues included a candidate's party identification. That cue, however, is declining in importance and has been for several years. What has taken its place are things such as gender, race, religion, and "character." These cues give voters short-hand information about whether they are likely to agree with what a candidate would do if the candidate is elected.

Now, liberals and progressives have a choice: they can gnash their teeth in frustration and demand that voters look at issues, something that voters aren't likely to do, or they can start running campaigns based on the cues that voters use in deciding who to support. Our recommendation is the latter because we want to win elections not run civic education campaigns.

Hillary Clinton's Use of Webcasts in 08 Campaign

When Hillary Clinton announced, she used a webcast to reach supporters and the general public. She bypassed the traditional first announcement to a rally where supporters are invited along with the media. Now her campaign is using webcasts embedded in email announcements to announce her positions to her supporters. The first one that has been issued deals with Iraq. You can view it by clicking on the link in this entry's title. A viewer can, of course, also view it by going to her presidential campaign website.

This is a very intriguing step and one that many more campaigns will be adopting, if they haven't already. It allows politicians to bypass the media and get their message directly out to their supporters and it is much cheaper than buying commercial time on television.

Tactics like this will, over time, change the relationship between the media and candidates. Right now, candidates need the media and so put up with the a lot of the media's stupidity on issues and campaigns so as not to tick off media representatives. Once they no longer need the media, candidates will become a lot less tolerant of their stupidity, their vapidness, and their biases.

Such tactics could also drastically reduce the cost of campaigns. It costs a lot less to send out email messages than to run 30 second spots on television and you can target them a lot better. This is a campaign tool that bears watching and developing, not just for national campaigns, but for local campaigns as well.