Driving Political Opinion

In the American Journal of Political Science, author Christopher Kenny looked at the distinction between individually and socially based forms of participation in the political process as affected by the social environment.

For instance, “while the act of voting is certainly performed in isolation, the process leading up to this act well may include interactions with members of various social contexts. Likewise, one could argue that wearing a campaign button, bumper sticker, or putting up a yard sign are acts that are as much a ‘cooperative venture’ as giving money” (Kenny, 1992).

His research showed that certain types of both individually based and socially based participation – wearing a campaign button, displaying a bumper sticker, putting up a yard sign or giving money – are affected by those in the immediate social environment. His results suggest that the social milieu may well affect individually based forms of political participation.

The findings fit well with the spiral of silence theory advanced by Elisabeth Noelle-Neumann asserts that individuals are less likely to voice their opinions if they feel they are in the minority and risk some form of sanction. Although the electorate today is almost equally divided between Republican, Democrat and Independent camps, there is a great deal of political divisiveness and a spirit of animosity among politicians. This creates great polarization, which causes people to withdraw from the discourse for fear of offending or being offended.

While some people have no compunction about slapping on a bumper sticker, others might not want to for fear of reprisal in a parking lot or in traffic. Some might not care to share their political views for others to see. Part of the reason I chose this subject to focus on for this seminar was because someone decided they didn't like a bumper sticker I had on my car and they removed it. So much for the spirit of tolerance.

 Do you have a political bumper sticker on your car, and if so what does it say?

Kenny, C. (1992). Political Participation and Effects from the Social Environment. American Journal of Political Science. 36:1, pp. 259-267.

Noelle-Neumann, E. (1993). The Spiral of Silence: Public Opinion - Our Social Skin. University of Chicago Press.