Cued by Culture: Political Imagery and Partisan Evaluations

There is a popular perception that politics is increasingly permeating the everyday lives of Americans. Ostensibly non-political objects and activities are becoming “partisan,” and there is accordingly talk of a cultural divide between Latte-drinking, Volvo-driving Liberals and NASCAR-watching, truck-driving Conservatives. This study examines the extent to which this perception is accurate. We first find that survey respondents have no trouble assigning partisan leaning to non-political activities and objects. We then explore whether voters use such non-political objects as heuristics in candidate evaluations. We show that exposure to images of candidates featuring such objects can affect perceptions of candidates’ partisanship, but that these cues only very rarely shift perceptions in the face of clear policy information. These findings have important implications for understanding the way that citizens evaluate politics in changing political and media environments.