Citizens are not blank slates- they have pre existing political habits that affect how likely they are to vote, and pre existing political identities that affect whether they will vote for Democratic or Republican candidates. Voter behavior is often influenced by voter loyalty. There is a correlation between voter satisfaction with what a political party has achieved and dealt with a situation and voters' intention of voting for the same party again. Thus, if there is high voter satisfaction with how the political party performed, then the likelihood of a reoccurring vote in the next election is high. Additionally, the information supplied to the voter is significant in understanding voting behavior. The information provided to the voter, not only influences who to vote for, but if they are intending too at all.
Three cleavage-based voting factors, or individual differences impacting voting behavior, focused on in existing research are religion, class, and gender. In recent years, voting cleavage has shifted from concerns of Protestant vs Catholic religions to have a larger focus on religious vs non-religious leanings. Research shows that citizens vote for the candidate that they believe is most compatible with their moral convictions and religious values. Traditional conceptions of class voting dictate a working-class preference towards left-leaning parties and middle-class preference for right-leaning parties. The influences of class voting is reliant on political environment and location, many nations observe the opposite preferences.
Many cleavage-based voting behaviors are interconnected and frequently build on each other. These factors also tend to hold different levels of weight in different countries, based on their political environment, meaning that there is no universal explanation for voting cleavage in all democratic countries. Each factor has a different level of importance and influence on one's vote dependent on the country one is voting in.
Research has shown that income is a significant factor that influences voting decision- higher income individuals are more likely to vote for a conservative party Conversely, lower income individuals may support left leaning parties as they may perceive these policies to be aligned with reducing social disparity.
Research on gender differences in voting has historically focused on economically advanced, western-style democracies, though there is a growing body of research on women's voting preferences in lower income nations. Research has demonstrated that gender differences in voting exist worldwide. The cause of this gender gap often varies by country and region. Frequently utilized explanations for gender gaps in voting are socioeconomic factors, situational constraints for women, and differences in political priorities. Studies indicate that the way these factors interact with voting behavior depends on location, cultural norms, literacy level, lived experience, and other facets of identity including race, ethnicity, and age. It is thus important to employ an intersectional lens - meaning, one in which race, ethnicity, economic status, sexual identity, educational status, and other factors are considered - and explore gender within the context of these other factors to understand voting behavior more fully.
Influences on candidate choice have been linked to three main influences on voting behavior. These influences include, but are not limited to, issue and public policy beliefs, perceptions of government performance, and personal evaluation of candidate characteristics. These factors are influenced by a range of compounding factors including gender.
A relevant example to this point are right-leaning parties that have addressed relevant economic issues such as state-funded childcare, such as the U.K Conservative Party under David Cameron between 1997 and 2010, have since had more success winning votes from younger women.
These established opinions of candidates' traits are developed in addition to how they view them in terms of political and policy issues, and these judgments have a significant impact on voting decisions. The candidates' perceived competence, concern, sincerity, dependability, and leadership ability have been found to be one crucial feature of their personal character. Which qualities matter and how these perceptions are formed is intertwined with a variety of identity factors including gender.
Physical characteristics of political candidates impact voter bias in a uniquely gendered way. A study from 2008 found that men are more likely to vote for attractive female candidates whereas women are more likely to vote for approachable male candidates. This finding echoes the different standards women candidates are required to fulfill in contrast to male candidates to be taken seriously as contenders in political races.
Research also indicates that the gender of a political candidate changes the way voters evaluate political qualifications. What voters want to know about a candidate varies by the candidate's gender. For female candidates, voters seek out more competence-related information like education level and occupational experience than they do for male candidates. Thus, the information voters seek about candidates is gendered in a way that indirectly impacts voting behavior. There is an overall bias that suggests that voters are using the candidates gender to make assumptions about political factors that are relatively closer to their own. Some female voters naturally feel that women will untimely connect and understand their beliefs.
There is also evidence that the presence of a female candidate encourages political engagement in voting. The mere presence of a female candidate has been found to increase women's voter turnout rate. This finding supports the idea that the descriptive representation of women in campaigns impacts the overall political attitudes and voting behavior of women.
Numerous cross-national studies have found that women are less likely to engage in political engagement practices broadly. This means that women are less likely to engage in the practice of voting all together. Notable exceptions to this include voter engagement in the United States, where women have higher voter turnout rates in presidential elections, but are still less likely to participate in other forms of conventional and unconventional political engagement.
Age is a social factor that plays a role in every single person's life, whether it is the accessibility or simply if someone has sufficient education on political topics. As we have witnessed in the 2017 UK General Election, results showed that younger voters tended to opt for Labour whereas a majority of the older generations supported the Conservatives. Peer pressure must also be considered when. discussing youth political and voting behaviour. Yet more research needs to be carried out on how influential this factor is.
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