2. A History of Voting
• Today, the US has nearly universal suffrage
(voting rights)
• However, this was not always the case. Voting
rights were originally only given to
wealthy, landowning, white males.
3. Gaining Suffrage
• African Americans were given the right to vote
after the Civil War (15th Amendment)
• Even with this, they faced many obstacles
such as taxes, literacy tests, or threats until
the 1960’s
• Women lobbied for more than 50 years before
being allowed to vote (19th Amendment)
• In response to the Vietnam War, the voting
age was lowered to 18 (26th Amendment)
4. American Voters
• Voter turnout in the US is lower than most
democracies (Only about 50%)
WHY?
• People don’t like candidates
• Don’t think their vote counts
• Have trouble getting to the polls
• Lazy/No interest in politics or government
• Complicated Registration Process
5. Who Votes
• Typical voters share these characteristics
– More educated than non-voters
– Make more $$ than non-voters
– They are older than non-voters
– They have voted before
6. Who Cannot Vote
• Some people living in the US are ineligible to
vote
– Most convicted felons
– Legal immigrants who are not yet citizens
– People who have not registered
7. How Voters Decide
• Voters base their decision on a number of
factors when casting their ballot.
1. Your Personal Background – Factors such as
Age, Race, Gender, Religion will impact your
vote.
2. Party Loyalty – There are 3 types of party
voters…Loyal members, people who lean
towards 1 party, independents
3. The Issues – These change each election and are
often unpredictable. Things like gas
prices, security, etc.
8. How Voters Decide
4. A Candidates Image – Americans look at a
candidates physical
appearance, trustworthiness, character, etc.
5. Propaganda & Media – Candidates will spend
millions on propaganda designed to attack their
opponents and build themselves up.
9. Propaganda Tactics
Political ads can take many forms. There are
positive ads, attack ads, issues, character, etc.
All of them are carefully designed to influence
your vote. There are a few tactics that
consistently show up in these ads…
1. Labeling – Using name-calling to define a
candidate (extremist, patriot, out-of-
touch, indecisive, etc.)
10. Propaganda Tactics
2. Glittering Generality – making a point without
giving you any facts or evidence (“Has a plan for
the economy” or “Weak on defense”)
3. Card Stacking – Giving only 1 side of the facts, or
taking only facts that help you cause.
Sometimes misleading
4. Transfer – A picture is worth a 1000 words.
Using an image or symbol to associate with a
candidate.
11. Propaganda Tactics
5. Plain Folks – Portraying themselves as a
common man, one of the people, etc.
6. Testimonial – Using a celebrity or well known
figure to speak about a candidate
7. Bandwagon – Highlighting poll
numbers, newspaper endorsements, etc. to
convince you
