On November 29, the indispensable Jennifer Rubin wrote an outstanding op-ed—one that was even more indispensable than usual—headlined Democrats need ‘shortcuts’ to reach low-information voters. If you have access to the Washington Post, you really should take a look at the whole thing. But … to hit the high spots here:
In the first ten paragraphs or so, Ms. Rubin enlarges on the themes that there are vast numbers of low information voters, that voter ignorance seems to be on the rise, that Trump’s margin of victory was based on his appeal to low information voters, and that people who follow politics often show an astonishing failure to understand how low information voters think.
OK. And how to low information voters think? Ms. Rubin writes,
There is a vast range of literature about how voters who know little about the issues develop “shortcuts” to identify candidates. They take clues such as the politicians’ profession (e.g., business mogul), party image (Democrats defend voting rights) and viral moments (Ronald Reagan, “I am paying for this microphone!”) to decide who they prefer.
Democrats might pine for a country of high-information voters fostered by civics education and responsible social media platforms that elevate truthful policy statements. However, they shouldn’t hold their breath. Even if those efforts might make a difference at the margins (more likely improving the acuity of already-informed voters), the mass of low-information voters will remain happily oblivious to policy and political details.
Still, Democrats can do a much better job of reaching less politically engaged voters. For starters, they need to reduce and simplify the values that define the party (e.g., protecting the little guy, letting you choose your own life) and pound away at them for years, using every medium available (podcasts, nonpolitical TV shows, social media, etc.).
Second, Democrats would be wise to frame Trump and Republicans in direct, clear terms, which they can emphasize daily (e.g., the culture of corruption, the party of fat cats, reckless with your health and security). Each time Trump and his Republican acolytes do something that fits into one of these categories, Democrats must highlight their behavior and amplify it (requiring more facility with online influencing and new media). …
And finally, Democrats must be scrupulous in tying Republicans to the consequences of their policies. Controlling the White House and both houses means Republicans will not have the luxury of blaming others (although they will try). If voters do not understand how bad policy choices are impacting their lives, they will have no reason to hold Republicans accountable.
In sum, Democrats certainly need to keep coming up with good policy ideas and selling them to voters who care about such things. But they also need spend more time and effort improving communication with everyone else. Shaping shortcuts to help voters understand the fundamental differences between candidates should be a priority.
Facing MAGA 