Candidates and Voting Choice

Abstract

The role of candidates in shaping voting choice has generated much research—and at least as much controversy—since modern electoral behavior research began in the 1960s. Much of the controversy surrounds the personalization of politics and whether political systems—and especially parliamentary systems—are becoming more leader-oriented. Three fundamental changes in electoral behavior underpin the study of candidates and voting choice behavior: the declining impact of social structure on the vote; partisan dealignment, with voters drifting away from their traditional party attachments; and the decline in the mass memberships of political parties. Researchers argue that because of these changes, fostered by the growth of television, candidates have assumed a greater role in structuring the vote. While there is impressionistic evidence that leaders have become more important, empirical evidence of an underlying change in voter behavior is more difficult to identify. Accordingly, this essay focuses mainly on changes in the political context within which candidates operate, since we expect this to be the source of any change. The design of political institutions shapes the level of attention that candidates receive, and that is especially the case with electoral systems. Electoral systems with fewer parties are more likely to focus voters’ attentions on candidates when compared to systems with larger numbers of parties. Weak party organizations coupled with partisan dealignment within the electorate can also alter the role and profile of candidates, although their impact is difficult to quantify. Changes in the mass media—and particularly the advent of television in the 1960s and the visual images on which it relies—are often viewed as the major cause of the personalization of politics. A new disruptive technology, the Internet, looks likely to stimulate additional political change for candidates and voting in the 21st century. Finally, what voters look for in their candidates appears to be stable both over time and cross-nationally and can be reduced to two overarching qualities: character and competence.