Public Opinion and the Abe Cabinet: Alternating Valence and Position Issues

Abstract

This chapter examines the polling results published by major newspapers during Prime Minister Shinzō Abe’s second premiership. His approval rating was very high on average, but exhibited a few marked declines and gradual recoveries. A close examination of the timing and reasons for those changes reveals Mr. Abe’s deliberate strategy in dealing with public opinion. He emphasized “valence” issues, which are difficult to oppose by anyone, as a strategy to buoy his approval ratings. But he switched to push “position” issues, which can invite heavy criticism from the opposition parties, when he could endure a decline in his popularity in order to achieve his policy goals. Furthermore, it is clear that he tried to keep the Diet closed as long as possible to recover from political wounds after passing major legislation.