http://www.tnr.com/doc.mhtml?i=express&s=hayes111704LESSONS LEARNED ABOUT UNDECIDED VOTERS.
Decision Makers
by Christopher Hayes
...
Undecided voters aren't as rational as you think.
Members of the political class may disparage undecided voters, but we at least tend to impute to them a basic rationality. We're giving them too much credit.
I met voters who told me they were voting for Bush, but who named their most important issue as the environment. One man told me he voted for Bush in 2000 because
he thought that with Cheney, an oilman, on the ticket, the administration would finally be able to make us independent from foreign oil. A colleague spoke to a voter who had been a big Howard Dean fan, but had switched to supporting Bush after Dean lost the nomination. After half an hour in the man's house, she still couldn't make sense of his decision.
Then there was the woman who called our office a few weeks before the election to tell us that though she had signed up to volunteer for Kerry she had now decided to back Bush. Why? Because the president supported stem cell research. The office became quiet as we all stopped what we were doing to listen to one of our fellow organizers try, nobly, to disabuse her of this notion. Despite having the facts on her side, the organizer didn't have much luck.
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A disturbing number of undecided voters are crypto-racist isolationists... In fact, there was a disturbing trend among undecided voters--as well as some Kerry supporters--towards an opposition to the Iraq war based largely on the ugliest of rationales. I had one conversation with an undecided, sixtyish, white voter whose wife was voting for Kerry. When I mentioned the "mess in Iraq" he lit up. "We should have gone through Iraq like shit through tinfoil," he said, leaning hard on the railing of his porch. As I tried to make sense of the mental image this evoked, he continued: "I mean we should have dominated the place; that's the only thing these people understand. ...
Teaching democracy to Arabs is like teaching the alphabet to rats." I didn't quite know what to do with this comment, so I just thanked him for his time and slipped him some literature. (What were the options? Assure him that a Kerry White House wouldn't waste tax dollars on literacy classes for rodents?)
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The worse things got in Iraq, the better things got for Bush... undecideds seemed oddly unwilling to hold the president accountable for his previous actions, focusing instead on the practical issue of who would have a better chance of success in the future. Because undecideds seemed uninterested in assessing responsibility for the past, Bush suffered no penalty for having made things so bad; and because undecideds were focused on, but cynical about, the future, the worse things appeared, the less inclined they were to believe that problems could be fixed--thereby nullifying the backbone of Kerry's case. Needless to say, I found this logic maddening.
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Undecided voters don't think in terms of issues... More often than not,
when I asked undecided voters what issues they would pay attention to as they made up their minds I was met with a blank stare, as if I'd just asked them to name their favorite prime number... As far as I could tell, the problem wasn't the word "issue"; it was a fundamental lack of understanding of what constituted the broad category of the "political." The undecideds I spoke to didn't seem to have any intuitive grasp of what kinds of grievances qualify as political grievances. Often, once I would engage undecided voters, they would list concerns, such as the rising cost of health care; but when I would tell them that Kerry had a plan to lower health-care premiums, they would respond in disbelief--not in disbelief that he had a plan, but that the cost of health care was a political issue.
It was as if you were telling them that Kerry was promising to extend summer into December.