Flip a coin

THE UNPOLITICAL ANIMAL by LOUIS MENAND cites the political scientist Philip Converse's 1964 article on "The Nature of Belief Systems in Mass Publics"

Converse claimed that only around ten per cent of the public has what can be called, even generously, a political belief system. He named these people “ideologues,” by which he meant not that they are fanatics but that they have a reasonable grasp of “what goes with what”—of how a set of opinions adds up to a coherent political philosophy. Non-ideologues may use terms like “liberal” and “conservative,” but Converse thought that they basically don’t know what they’re talking about, and that their beliefs are characterized by what he termed a lack of “constraint”: they can’t see how one opinion (that taxes should be lower, for example) logically ought to rule out other opinions (such as the belief that there should be more government programs). About forty-two per cent of voters, according to Converse’s interpretation of surveys of the 1956 electorate, vote on the basis not of ideology but of perceived self-interest. The rest form political preferences either from their sense of whether times are good or bad (about twenty-five per cent) or from factors that have no discernible “issue content” whatever. Converse put twenty-two per cent of the electorate in this last category. In other words, about twice as many people have no political views as have a coherent political belief system.

Just because someone’s opinions don’t square with what a political scientist recognizes as a political ideology doesn’t mean that those opinions aren’t coherent by the lights of some more personal system of beliefs. But Converse found reason to doubt this possibility. When pollsters ask people for their opinion about an issue, people generally feel obliged to have one. Their answer is duly recorded, and it becomes a datum in a report on “public opinion.” But, after analyzing the results of surveys conducted over time, in which people tended to give different and randomly inconsistent answers to the same questions, Converse concluded that “very substantial portions of the public” hold opinions that are essentially meaningless—off-the-top-of-the-head responses to questions they have never thought about, derived from no underlying set of principles. These people might as well base their political choices on the weather. And, in fact, many of them do.

Findings about the influence of the weather on voter behavior are among the many surveys and studies that confirm Converse’s sense of the inattention of the American electorate. In election years from 1952 to 2000, when people were asked whether they cared who won the Presidential election, between twenty-two and forty-four per cent answered “don’t care” or “don’t know.” In 2000, eighteen per cent said that they decided which Presidential candidate to vote for only in the last two weeks of the campaign; five per cent, enough to swing most elections, decided the day they voted...

He mentions three theories, but this first one is my favorite:

The first is that electoral outcomes, as far as “the will of the people” is concerned, are essentially arbitrary. The fraction of the electorate that responds to substantive political arguments is hugely outweighed by the fraction that responds to slogans, misinformation, “fire alarms” (sensational news), “October surprises” (last-minute sensational news), random personal associations, and “gotchas.” Even when people think that they are thinking in political terms, even when they believe that they are analyzing candidates on the basis of their positions on issues, they are usually operating behind a veil of political ignorance. They simply don’t understand, as a practical matter, what it means to be “fiscally conservative,” or to have “faith in the private sector,” or to pursue an “interventionist foreign policy.” They can’t hook up positions with policies. From the point of view of democratic theory, American political history is just a random walk through a series of electoral options. Some years, things turn up red; some years, they turn up blue.

So awful it makes me laugh. Via aldaily