Odd and interesting take on meeting a LOT of undecideds in Wisconsin. The observations seem obvious but they were certainly missed by many among the chattering monkeys, excuse me, the pundits. There's more than what I've quoted here and very insightful if you have the vaguest interest in the mindset of (some) undecided voters. "Lessons Learned About Undecided Voters
," by Christopher Hayes is at The New Republic Online, which seems to require registration to browse:
My seven weeks in Wisconsin left me with a number of observations (all of them highly anecdotal, to be sure) about swing voters, which I explain below. But those small observations add up to one overarching contention: that the caricature of undecided voters favored by liberals and conservatives alike doesn't do justice to the complexity, indeed the oddity, of undecided voters themselves. ....
Undecided voters don't think in terms of issues. Perhaps the greatest myth about undecided voters is that they are undecided because of the "issues." That is, while they might favor Kerry on the economy, they favor Bush on terrorism; or while they are anti-gay marriage, they also support social welfare programs. Occasionally I did encounter undecided voters who were genuinely cross-pressured - a couple who was fiercely pro-life, antiwar, and pro-environment for example - but such cases were exceedingly rare. 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.
The majority of undecided voters I spoke to couldn't name a single issue that was important to them. This was shocking to me. Think about it: The "issue" is the basic unit of political analysis for campaigns, candidates, journalists, and other members of the chattering classes. It's what makes up the subheadings on a candidate's website, it's what sober, serious people wish election outcomes hinged on, it's what every candidate pledges to run his campaign on, and it's what we always complain we don't see enough coverage of.
But the very concept of the issue seemed to be almost completely alien to most of the undecided voters I spoke to. (This was also true of a number of committed voters in both camps - though I'll risk being partisan here and say that Kerry voters, in my experience, were more likely to name specific issues they cared about than Bush supporters.) At first I thought this was a problem of simple semantics - maybe, I thought, "issue" is a term of art that sounds wonky and intimidating, causing voters to react as if they're being quizzed on a topic they haven't studied. So I tried other ways of asking the same question: "Anything of particular concern to you? Are you anxious or worried about anything? Are you excited about what's been happening in the country in the last four years?"
These questions, too, more often than not yielded bewilderment. 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.